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That legacy information often comes in the form familiar to the culture from which it was spurned; Oral tradition. Until just recently, knowledge around cannabis and its use (apart from the bulk of modern cannabis research conducted to show its potential harms) has been passed down, for the most part, through word of mouth. This was an effective way to sell cannabis when it was being done in living rooms, but not in a regulated, commercial market. These days, companies like Deloitte and Ernst and Young (EY), for example, are producing insightful information compelled by data, which helps cannabis licence holders make predictions and execute actions strategically.
Cannabis-adjacent companies have discovered there are benefits to being responsive to the cannabis industry. They are responsive to the needs of industry and the needs of consumers. Data-driven strategy facilitates continuous improvement and there’s still a lot of work to do to make the Canadian cannabis industry work better for everyone. What products do people want? How do they want to acquire it? Who do they want to buy it from? Where do they want to consume it? We’re discovering the answers to these questions and are waiting patiently for solutions to come out of the legal market.
Legalization 2.0 should symbolize the unification of the legacy and legal markets, which would bring more opportunity for everyone. It should represent responsibility and integrity. It should represent opportunity.
We’re all hoping the Canadian government is responsive to the demands of both industry and consumer alike and creates a more sensible model for legalization in 2020 and beyond.