CANNABIS NORMALIZATION
The Path To
Cannabis Normalization
Depends On This
WITH: MICHAEL HAYFORD, CHIEF EXECUTIVE OFFICER OF LIGHTHOUSE STRATEGIES, LLC
MENTION THE term “discreet cannabis consumption” and most
people imagine heading out to a park in the middle of nowhere or
huddling under a bridge somewhere to smoke. In the current world,
however—the one where public opinion (and even government
opinion) is largely shifting toward full legalization— there is a need
for consumption options to become more normalized than they
have been in the past. While extremely important to consumers,
the truth is, discreet consumption is just one component of
the formula needed to reach normalization. Controlled dosing,
consistent experience, and easy integration with daily regimens
are also essential to laying the groundwork for consumer
trust—and consumer trust is where normalization happens.
As we already know, the traditional image of marijuana
consumption still suffers from negative overtones and
associations. Given its status in much of the world for most of
the last century, this comes as no surprise. Public perception
has largely been one of shady back room dealings and “stoner”
comedy-type businesses. The popular stereotypes associated
with this image are dirty, unreliable, and of dubious origin. But
with CBD grabbing headlines, and consumers seeking more
health and wellness options in a challenging healthcare market,
perceptions are changing. Acceptance is expanding. And the
“cannabis curious” consumer is new to the game. Today, there’s
a wave of legalization sweeping across the country, and the
cannabis industry is exploding into wellness and recreational
product categories.
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