How cannabis brands can avoid tokenism and find cultural competency

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

That’s some of the advice Maverick Public Relations founder and CEO Shawna Seldon McGregor has to share at MJBizCon with cannabis brands seeking to authentically connect with the communities they want to serve – be they soccer moms, retirees or young people.

“There are ways you can speak to different communities and do it in ways that connect with those communities even if you’re not part of them,” said McGregor, who’s a featured panelist on the MJBizCon breakout session, “Cultural Competency in Cannabis Marketing and Branding.”

The session, scheduled for 10 a.m. Thursday in room N110, will help brands learn how they can move past surface-level representation and engage with audiences in ways that are rooted in respect, empathy and lived experience.

Listening is the secret to building trust in cannabis branding

In a recent interview, McGregor emphasized the importance of understanding the cultural and social dynamics of the communities cannabis brands operate in.

“Reading the room” is about more than just marketing, she said.

It’s about understanding the histories, identities and experiences of the people you’re trying to reach.

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

The session’s other panelists include:

• Asya Hill, executive director of Illinois Women in Cannabis.
• Rebecca Maestas Sincere; a veteran brand builder with experience at Dixie, LivWell and Bud & Mary’s.
• Shuang Han, who oversees retail and cultural product positioning at Blazy Susan.

One of the most critical points the panel will raise is the distinction between genuine representation and tokenism, a trap that many cannabis brands fall into when trying to connect with diverse audiences.

Tokenism often stems from a lack of meaningful engagement with the communities a brand claims to support.

“If you don’t have LGBTQ+ people in your organization, don’t just put up a rainbow flag for Pride Month,” McGregor said. “That’s not representation – it’s tokenism.”

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

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

“Your first community is your staff,” she said. “What do they care about? What issues matter to them? That’s where representation begins.”

Avoiding cultural missteps – lessons from cannabis marketing failures

McGregor pointed to high-profile missteps in cannabis marketing, including in 2020 when La Chingona falsely claimed to be Latina-owned after the business’s male owner said three fictional sisters owned the company.

Another example was the University of Colorado Anschutz anti-cannabis public service announcement, which used racial tropes to depict the negative impacts of marijuana.

When Wanda James, owner of the Simply Pure dispensary in Denver and a member of the CU Board of Regents, told CU President Todd Saliman that the images of Black babies and teens used in a campaign highlighting the risks of high-potency cannabis were racially insensitive, she was censored.

“It’s a reminder that visuals and messaging matter,” McGregor said. “If you’re using imagery that doesn’t reflect the reality of the community you’re speaking to, you’re going to get called out.”

Understanding communities is foundation of cannabis marketing

Successful cannabis marketing starts with understanding the unique needs and values of the communities a brand serves.

“For any cannabis product to succeed, you have to read the neighborhood, read the community,” McGregor said. “What works in one area might not resonate in another.

Avoiding stereotypes and building trust requires intentionality and a commitment to cultural humility, which requires asking questions, listening to the answers and acting accordingly.

“You can’t just assume you know what your audience wants,” she added.