Why Marijuana Businesses Should Market More to Women

Why Marijuana Businesses Should Market More to Women

Dispensaries have always targeted men. If they want to beat the competition, however, they need to market to women, too.

For a long time, most people thought that only “stoners” used weed — stoners who were also primarily men. But with an increasing number of states legalizing the recreational use of marijuana — and public support for legalization continuing to rise — a longtime truth has become more widely recognized: Women like weed, too.

While everyone is different — and some women likely smoke more weed than the average man — there are some generally recognized differences between male and female pot consumption.

Men, for example, typically prefer high-potency weed, which allows them to get high quickly, while women often want to be more discreet — especially when they feel like they could be judged by others for using weed. As a result, women are more likely to be interested in products like lotions with CBD, low-THC buds, edibles, and vape pens.

Not surprisingly, marijuana-related businesses have noticed these differences, with weed marketing strategies looking more and more like those of beauty products.

While men typically want products that are quick and easy to use — like 2-in-1 shampoos/shower gels — women generally like to handpick their shampoos, conditioners, and shower gels. Following this lead, dispensaries have spearheaded a so-called “pinkification” of weed featuring female-friendly packaging, vape pens, and weed-infused beauty products.

By appealing more directly to women, dispensaries will likely not only increase their bottom lines, but they could also be playing a significant part in the normalization of weed.

Over time, women picking up kids from play dates will feel as comfortable talking to each other about their favorite weed-infused products as they will talking about the weather.