“If we have been able to take cannabis from the iron hands of the prohibition, for sure we can bring down both the tobacco and alcohol industries with the same flying kick, right?” –Jose L. Gastaldi
The Cannabis Industry in the United States is like a coin with two faces: One side is the medicinal use that has been very well sold, marketed and accepted by the general public to the point that after 19 years since California legalized it, we are seeing that it’s unstoppable.
I am going to call this the “Heads” side of the coin.
The other side of this coin is still looking to find its voice and place in society. It has been called “Recreational” according to all the corporate media and the government; and it has also being called “For Adult Use” to quote the ArcView Group Market Research Study and other cannabis publications.
It is also known as the “Non-Medicinal” use of cannabis (I use this term in Argentina because “Recreational Cannabis” carries a pretty big stigma here. More on this later); and it has also being called by more specific uses such as Spiritual, Mind Expansion, Personal Benefit (I think Steve de Angelo coined this term), Creativity and other long list of uses including aphrodisiac of course.
This is the “Tails” side of the Cannabis coin.
As you can see, one leg is stronger than the other, giving us a great opportunity and a challenge to work on strengthening.
As an industry we have been focusing our energy and investments in doing what we do best: Be always more efficient and amazingly profitable. And for now we know that we are going at a million miles per hour and this is only getting started.
But when it comes to the narrative, to the way we sell and market our product to the masses who are still clinging to a cancerous cigarette and a bottle of alcohol, what exactly is it that we are offering them and why should they come to Cannabis?
This is not an easy question and it has lots of answers, but com’n: If we have been able to take cannabis from the iron hands of the prohibition, for sure we can bring down both the tobacco and alcohol industries with the same flying kick, right?
Hell yes, of course we can do it! That is the reason we have to dig deep into our brains and make sure that “Recreational” gets known as the first attempt in that effort, and let’s built new terminology that is both inviting, exciting, safe and irresistible.
These two sides of the same cannabis coin are bringing so much good health, recreation, personal benefit, adult use, spiritual, creativity and so many other things that I think a brand new word should be invented to describe it.
Let’s roll our
sleeves joints and get to work on it!