How can Cantabis brands avoid tokunism and gain cultural competence

Brands that want to truly connect with diverse audiences must learn to “read the room.”

That is one of the advice of Maverick Public Facily Relication Founder and CEO Shawna Seldon McGregor should share in MCBIZCOC about Cannabis Brands that want to connect by proving communities – whether they are retirees or young people.

“There are ways you can talk to different communities and do it in ways that connect with these communities even if you’re not part of them,” Cultural Compelling in Cannabis Marketing and Commentary. “

The session, scheduled for 10 a.m. at 10 a.m. in room N110, will help word types to learn how to move the representation of the previous level and how to interact with the methods based on the methods added.

Listening is the secret to building trust in cannabis branding

In a recent interview, McGregor emphasized the importance of understanding the social dynamics of the communities in which he works.

“Reading the room” is just about marketing, he said.

It’s about understanding the history, identity and experience of the people you’re trying to reach.

If you don’t take the time to listen and learn, you risk alienating the communities you want to connect with, says McGregor.

Other session panels include:

• ASYA Hill, Illinois Executive Director of Women in Cannabis.
• Rebecca Maestas Sincerely; Veteran Brand Builder with experience at Dixie, Livwell and Bud & Mary’s.
• Shuang Han, who oversees Blazy Susan’s merchandise and cultural goods store.

One of the most critical points The panel will raise the difference between real representation and tokism, a trap that cannabis brands fall into when trying to communicate with different audiences.

Tokonism often comes from a lack of meaningful engagement with the communities the brand claims to support.

“If you don’t have LGBTQ+ in your organization, you can just put up a pride flag,” McGregor said. “That’s not representation – it’s belief.”

“Tokonism happens when brands participate in awareness months or cultural moments without having anything real to say or contribute.”

McGregor also gathered the importance of listening to employees and internal groups as a starting point for authentic representation.

“Your first community is your crutch,” she said. “What do they care about? What does it speak to them? That’s where representation begins.”

Avoiding cultural missteps – lessons from Cannabis Marketing failures

McGregor pointed to profiles of high missteps in Cannabis Marketing, including in 2020 when La Chingona was said to be Latina – owned by a Latina after the male owner of the business owned the company.

Another example was the University of Colorado Anschutz Anti-Cannabis Service Announcement to highlight the negative effects of marijuana.

When Wanda James, owner of a pure-bred building in Denver and a member of the CU Board of Regents, told CU President Thedd Saliman that he was highlighting the dangers of cannabis with an insensitivity to the dangers, he gasped.

“It’s a reminder that visuals and messages matter, said McGregor. “If you use an image that doesn’t reflect the reality of the community you’re talking to, you’re going to be called out.”

Understanding communities is the foundation of cannabis marketing

Effective cannabis marketing begins with understanding the unique needs and values ​​of the communities in which the brand serves.

“For any cannabis product to be successful, you have to learn the neighborhood, learn the community,” McGregor said. “What works in one place may not work in another.

Avoiding stereotypes and building trust requires intention and commitment to cultural compliance, which requires asking questions, listening to answers and acting accordingly.

“You can’t just know what your audience wants,” he added.