In light of the common stigmas, Megan Stone, owner of High Road Studio and a medical marijuana patient herself, says, “It does us no good to present a face to the world that looks shady, criminal or misogynistic, when most people’s experiences, information and education about cannabis is going to come from the stores that they buy it in. These store environments are incredibly powerful catalysts to conveying a different perception of what cannabis is.”
As for overall branding, professionalism begins at first sight. In other words, an eye-catching logo is crucial for brands. Trends in this area of the industry are showing that many businesses are shying away from the cliché use of the marijuana leaf and shifting toward more of a simplistic, holistic or wellness aesthetic. This is allowing brands to level up in professionalism, with more sophisticated and chic packaging and branding overall.
Education Is Key
For budtenders and consumers alike, education is key. This is especially true for older generations such as the boomers. According to a recent survey conducted by BDS, currently 60% of the seniors learn about cannabis and research new products from employees on-site, like budtenders. So for brands that produce speciality products such as edibles, vapes, oils, and other processed goods, it’s vital to supply dispensaries with fact sheets. Budtenders and dispensary owners or managers must also stay on top of the latest product trends and releases.
This need for knowledge has resulted in a strong focus on cannabis education and facts through many brands’ social media platforms, websites and email marketing campaigns. And speaking of teaching, as the industry expands, so does the number of specific cannabis businesses and institutes. For example, the Cannabis Training Institute or Cannabis Training University, which are now offering certifications for budtenders, other employees and students who want to learn more about the plant in general or become a grower.
Brick and Mortar
On the retail front, dispensary managers and business owners are incorporating the views of interior designers and emulating the aesthetics of other modern-day retailers. One interior design firm, High Road Studio, has helped dispensaries in more than thirteen states make their spaces more welcoming for consumers. The brick and mortar appearance of cannabis retail storefronts is helping dispel stigmas on the industry too. Dispensaries are looking more like spas and comforting lounges than ever.
Due mainly to dated stereotypes and it’s past illegality, the modern cannabis industry has had to contend with its fair share of public relation struggles. With a desire to be taken seriously and breakthrough into mainstream markets, retail storefronts and cannabis brands have put an increased focus on professionalism. Through employee training and increased investment in consumer education, security, and interior design, cannabis brands are shedding these harmful perceptions. Nowadays, it is not uncommon to see a dispensary that shares the same aesthetic sensibilities as an Apple Store.
So what else are cannabis retailers doing to gain respectability? We explored the top four ways marijuana businesses are addressing stigmas from the inside out.
A Focus on Budtenders
For a lot of consumers buying cannabis legally is a new experience, and it can be quite intimidating. That’s where "budtenders" come in. Budtenders are the friendly faces on the front line who recommend and sell cannabis products to customers. Cannabis retailers are increasingly upping the ante on hiring, training and equipping their budtenders with the knowledge they need to appropriately and knowledgeably recommend products to consumers.
Many main street marijuana storefronts are now highlighting these important hires, ensuring that their budtenders are trusted and reputable employees who can help put their customers at ease. Brands are also using recruiters, paying higher salaries, and implementing background checks, among other rigorous requirements for the front-of-the-house position. Part of this spotlight on employees is taking cues from the corporate world. Businesses are instilling “cool" cultures, to promote positive work habits and morale, and investing in professional development tools too.
by THE STORYSTUDIO
The Cannabis Industry is Growing Up
Social and Community Equity
Cannabis retailers are increasing professionalism is their dedication to the communities they serve, as they take part in social equity projects or programs. Some states, like Michigan, are even offering discounts on licensing fees for businesses already ingrained in communities that have been negatively affected by prior social injustices surrounding marijuana and past criminalization. The same goes for California and the Oakland Equity Program, which many retailers are a part of.
This is giving brands an incentive to break boundaries between social groups while connecting with the surrounding community. Experts in the industry say that it is ideal for cannabis storefronts and brands not to ‘‘operate in the shadows.” Steve DeAngelo, director of Harborside Health Center, spoke on professionalism at an industry event way back in 2012, preaching this same ideal. His brand incorporates outreach to local senior centers and veteran communities, to become more involved with community matters.
Pot Professionalism
We’ve come a long way in terms of professionalism since medical legalization began in 1996. But as recreational legalization grows throughout the country, the modernization of marijuana dispensaries is gaining momentum like never before. As the weed industry evolves, so do the standards that consumers, new and old, are holding cannabis retailers to. So continue to keep your eyes open for fresh professional trends hitting dispensaries and public spaces, from rural main streets to downtown city blocks.
To advertise or update your information, please contact us at migreenstate@hearst.com.
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