Features Business Human Resources
Beyond Tokenism: How women are transforming the cannabis industry

Women in weed is a popular turn of phrase in the cannabis industry to describe the diverse and passionate professionals who work with the plant in some way. It can be a powerful representation of women who have made their careers in Canada’s legal cannabis industry.

It can also be used as a marketing ploy that tokenizes women and their relationship to the industry and the plant itself.

There isn’t one type of woman who works in weed; we aren’t a single entity with the same expertise or personalities. On all levels of leadership, women can be versatile advocates, patients and professionals with diverse skill sets, using their platforms to elevate each other. Behind closed doors, women in weed aren’t just mentoring each other. We also share experiences: discussing pay rates, outstanding invoices, and who our allies are (and aren’t).

Just like other industries, women in weed face unique challenges as opposed to their male counterparts, where efforts to include women can sometimes seem disingenuous. Nearly six years into legalization, women working in cannabis are still struggling for representation, navigating an overburdened industry and helping to build a more sustainable future.

Industry show panels, for example, typically offer a panel using the phrase to sell tickets to a ladies’ brunch-style event. Why is that an issue? Women aren’t discussing their careers as subject matter experts, often they’re simply talking about what it’s like to exist in the space as a woman. There is so much value in women in weed-type events, but they alone aren’t able to make large scale changes. For International Women’s Day, Radicle Femmes led by Marigold PR, with the OCS and Sister Merci, posed a question that I ask myself at every “Women in Weed” panel – why do we still need these events? These events are super fun and great networking opportunities but if the cannabis industry truly is progressive and inclusive, would we still need events or panels about being a working woman?

These breakout events exist because women still need safe spaces to grow as professionals. There have been advances over the years to improve inclusivity, but we are a far way from equal representation for women, non-binary folks, disabled individuals and people of colour disproportionately affected by prohibition. Layoffs and cutbacks have women questioning their role in the cannabis industry, even if they have been here for years. Women are a crucial part of diverse workspaces but are disproportionately affected by lay-offs

“Women have unique perspectives and passions they bring to the table, which can lead to better consumer loyalty and employee retention,” says Hilary Black, fractional chief impact officer who pioneers social change in the cannabis industry by “doing the work to ensure that the ethics of the plant are embodied in the business and the industries growing around the world.”

As companies struggle to keep their doors open, let alone turn a profit, these companies aren’t just surviving – they’re thriving. Black mentions how companies like Rubicon, Aqualitas, Organigram and Wana are killing it during such a volatile time for the industry. And they do it while maintaining a strong commitment to diversity. “There is some connection there, I think, around the fact that they are female-led companies. Not just the CEOs, they also have a high percentage of women on their boards and C-suite.”

Right now, the cannabis industry isn’t expanding and growing, instead, it’s consolidating and contracting, according to Black. “I would definitely say that there are fewer opportunities [for women and overall]. It has a lot to do with what is happening in the capital markets and happening in the industry in Canada.”

Another popular turn of phrase is “The future is female” – which alludes to both the women working in cannabis and the plant herself – but it hasn’t felt very true lately. The COVID-19 pandemic disproportionately impacted women-owned businesses in all sectors as well.

As layoffs and slashed budgets continue to rip through the industry over and over again, the pool of talented women who are now freelancing continues to grow. Aside from execs, one of the first line of professionals to go are typically diversity, social justice, sustainability, marketing, social media, PR and communications. A majority of these roles are held by women.

“Throughout my career, marketing is the first line to get cut, which is mostly made up of female professionals” shares Katie Pringle, CEO and co-founder of Marigold PR. “Even though studies have shown these roles are instrumental in building momentum and driving velocity for your business.”

“Right from the beginning of legalization, we saw brands hire huge marketing teams and structure themselves like traditional corporate companies,” says Pringle, noting that the cannabis industry needed more of a start-up approach. “Marketing budgets are significantly smaller than they used to be; everyone’s trying to do more with less.

Of course, it isn’t all doom and gloom. In her experience, Pringle has seen a lot of brands that value bringing women to the table but notes there is still room for growth. “We have a long way to go to catch up with other industries in terms of social responsibility like diverse and equitable initiatives.”

The future of women in weed

“When you ask about how sexism in the industry inhibits growth – that if you have an automatic denial of the merit of women, which is really what sexism is – then it’s much harder for women to be leaders and be in decision-making roles,” says Black.

Black notes that women are integral to the cannabis industry and stresses the need for more women in C-suite, boardrooms and beyond to create and maintain a more inclusive space. Of course, this can’t be done in an echo chamber and Black tells Grow Opportunity that industry can’t underestimate the value of consumer voices.

“These issues [of diversity] aren’t going to be solved by professional players alone,” says Black. “Consumers have an integral role to play in diversity by being intentional about the brands they purchase from. If there’s a product you really like but the company doesn’t have enough women in leadership positions – let them know.”

Purchasing power is one of the most impactful ways to create change as everyone is chasing brand loyalty in an oversaturated market. As my hero Ashleigh Brown, patient advocate and founder of SheCann, always says: “Patients and consumers need to vote with their wallets.”

In addition to consumer pressure, women in the industry need to keep leaning on each other and continue to persevere.

In contrast to boys clubs in cannabis, Pringle is proud of her female staff. “I kind of have a girls club, we’ve always promoted within. We do a lot of professional development and mentorship. I’ve watched my team advance significantly with that kind of attention and investment in their future.”

At the end of the day, most stakeholders want to create a diverse and equitable space. “There’s still a huge opportunity for women,” says Pringle. “I think we’re heading into another phase; the industry has been really hard and we’re making a comeback.” Women should look for “the kinds of rooms they want to be in,” advising those entering the market to network out of their comfort zones and not be afraid to initiate one-to-one conversations with other professionals in the industry. 

Ashley Keenan is a journalist, consultant and patient advocate who uses reporting and storytelling to educate, entertain and empower folks curious about cannabis. 

• Tweet

• The search is on for Canada’s Top Grower, 2024!
• Officers seize cannabis from unlicensed dispensary: N.B. government