Cannabis education can’t end with legalization

By Steven Phan

Cannabis has been legal, in some capacity, in California for over 25 years, with medicinal cannabis being legalized in 1996, followed by the recreational market coming online in late 2016. California is widely considered a legalization pioneer and has one of the most mature cannabis industries in the country. One would expect that their population, whether cannabis consumers or not, would be one of the most educated about the cannabis plant, products, regulations, etc. in the country.

However, it’s become clear recently that that is not the case.

At a few public events this past year, including local town council meetings and Carnaval SF, the first street fair in California with legal cannabis use and sales, it was evident that much of the public and stakeholders still know very little about the industry or cannabis in general, and even believe long debunked stereotypes that are commonly perpetuated by prohibitionists.

Even with a seemingly developed legal industry, where cannabis may even seem “mainstream” to some, cannabis education efforts have fallen short. Therefore, these initiatives must be a priority for any states that have recently legalized or are moving towards legalization and must persist after regulated programs launch.

A well-informed local stakeholder base and general public is a key factor to building and sustaining a successful and versatile cannabis industry.

“Mainstream” popularity does not mean widespread education

The consistent growth and maturation of the cannabis industry with legalization coming in more states does not mean that consumer and community education is keeping up. Even with CBD, something that has achieved mainstream popularity and may even seem like “old news” to those of us in the industry, there are still customers who come into my shop, some who even consume cannabis, who do not understand what CBD is, how it works and how CBD products differ from THC products.

For recreational and medicinal marijuana, which are even more stigmatized, the knowledge gap between the industry and the public is even greater. It’s incumbent among all of us in the industry to not become jaded and to remain mindful of this by incorporating educational outreach and programming into our business models.

Effective education combats negative stigma

Despite immense progress over recent years, negative stigmas about cannabis and the industry at large persist and hinder wider legalization efforts. This is especially evident in local municipalities in legal states that ultimately elect to opt out of retail dispensaries and consumption lounges due to concerns related to their belief of inaccurate narratives and misinformation about the industry.

Therefore, it is imperative industry education campaigns prioritize reversing stigmas on a local level, because a more knowledgeable public will not only help to snuff out misinformation in a broader capacity, but also allow for the industry to grow into communities that have been otherwise hesitant to accept cannabis into their neighborhoods. The only way to stamp out these harmful misconceptions is through thorough and persistent education that specifically addresses core stigmas and knowledge gaps.

Knowledgeable consumers are key to industry success

Ultimately, the industry will not be able to reach its full potential unless knowledge gaps are bridged. Empowering consumers with accurate information and accessible educational resources on the industry and cannabis’ uses, products and regulatory standing is a key factor in sustaining industry success and growth.

Not only will an informed public push stakeholders to let go of their agendas against cannabis legalization, but it will also encourage those who are canna-curious, but hesitant, to become novel consumers, allowing the industry to reach a more widespread population, outside of regular cannabis users and enthusiasts.

Much of what currently holds the industry back is linked to swirling misinformation that has seemed to fill the knowledge gap between industry insiders and the general public. To overcome these barriers, it’s imperative that we do not become complacent after a state legalizes. Efforts to correct these stigmas must continue past the launch of legal sales and become an integral part of the industry’s overall mission.

If cannabis is to continue its upward trajectory in the United States and abroad, pro-cannabis stakeholders, regulators, business owners and activists alike must prioritize comprehensive, ongoing education programming that target local municipalities and populations that are most unfamiliar and hesitant towards cannabis.

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