Stop Comparing Cannabis to Alcohol and Tobacco...and Other Thoughts.

In business planning, scenarios get played out under the construct of Start, Stop and Continue. That is, what do we start doing, what must we stop doing and what we should continue doing?

The legalization of Cannabis in Canada is coming shortly and once that door is opened, there’s no closing it. In fact, our acceptance of Cannabis will serve to accelerate legalization in jurisdictions around the world. And the world will be studying what we did to make this happen.

We just completed a major piece of cannabis research that spoke to 1000+ Canadians from coast to coast. Coming out of that research, here are some of the things industry participants in Canada need to Stop, Start and Continue to reduce the stigma of cannabis and increase the odds of success.

Start educating consumers. Cannabis today is much more refined and vastly different than the unfortunate 'stoner' stereotypes or the product consumers may have used in the past. It’s not all Mowie Wowie, getting baked and pass the guacamole. Some women would be interested in bath balms that will lessen the symptoms of menopause and menstrual cramps. A recent article in Newsweek proclaimed that marijuana may be the world's most effective treatment for autism. Athletes might like to know that using cannabis rather than opioids or other pain medications are much less harmful to your body.

By some estimates there are over 4,000 strains of cannabis. Some help with pain management, anxiety issues and seizures. Other strains actually energize users and some strains help unlock creativity. Consumers need to understand the differences and find the right strain for them. The same way some people learned to like Green Tea over Orange Pekoe or dark roast coffee over light roast coffee, this new world of Cannabis will require significant education. 

Start allowing Cannabis companies to brand their products to responsible adults. Product differentiation and education will begin to reduce the stigma of Cannabis. Branding is not about selling to minors or glamorizing cannabis or propagating false information. It must be responsible and trustworthy. The industry knows this. Branding will help consumers make informed choices in a brand new market that they are confused and concerned about.

And here's another thing; if one of the reasons the government wants to legalize cannabis is to fill their coffers with new tax revenues, allowing branding will be a powerful incentive for producers to develop special strains, premium products as well as new and unique usages which will only serve to increase the tax revenue the government collects.

Start listening to a wider range of people not just the ‘loudest voice’. Misinformation abounds and is being served up as fact from uninformed lawmakers and politicians, cannabis zealots, unaware consumers, rabid prohibitionists and others. Stop the hyperbole on both sides. Cannabis is not the panacea that will save the world as we know it nor is it going to create millions of nacho scarfing, couch locked imbeciles. It may not be right for everyone but it will soon be your choice alone to either partake or not. So tone down the irresponsible rhetoric and headline grabbing falsehoods being preached from both sides.

Stop comparing Cannabis to alcohol and cigarettes. Science has proven alcohol abuse and cigarette smoking contributes to dozens of different diseases and even death. At the moment, cannabis is prescribed by healthcare professionals to treat a variety of medical conditions. And more research will be forthcoming. Stop vilifying cannabis by grouping it with products that have vastly different effects, more serious outcomes and are burdened with a legacy of harm.

If you’re looking for a more appropriate cannabis comparator, look at coffee (which contains caffeine, the worlds’ most popular “drug”). Well before Starbucks arrived, coffee chains like Timothy’s introduced ‘premium’ coffee and had to teach people the differences between Robusta and Arabica beans and why Ethiopian coffee tastes different than Costa Rican coffee.

Stop referring to Cannabis using slang and street talk. The demonization of Marijuana is rooted in racial stereotypes created in the 1930’s to scare Americans from ‘dangerous Mexicans’ who were ‘violent and might steal your women and children’. Others evoke images of hippie stoners like Cheech and Chong or The Dude. Terms like weed, pot, 420, grass, ganja, dope, doob etc., reinforces an underground, black market mentality.

Continue to adapt and adjust the regulations and guidelines to reflect real world requirements versus the interests of drug companies, beverage conglomerates, cigarette companies and others wanting to be a part of this ‘green rush’. And keep in mind always that there’s a patient or a consumer at the other end of every decision you make.

Continue to encourage Health Canada to monitor the supply and demand for cannabis to ensure there is sufficient stock on hand when the "Open for Business" sign gets turned on in Canada. The last thing the industry and the country needs in the days following legalization, are headlines around the world stating: “Canada Legalizes Cannabis. Smokes Entire Supply”. This is not a good PR move and will serve to undermine the trust and credibility Canadians have put in the people trying to make this all happen. 

The stigmatization of Cannabis will be reduced through proper education and a balanced and practical approach to legalization. Canada can show the world how this is done responsibly and effectively.

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