“Cannabusiness” was coined in relation to dispensaries, grow operations, and plant-touching facets.
Initially, the term “cannabusiness” was coined in relation to dispensaries, grow operations, and plant-touching facets. The widespread legalization, although jagged and still riddled with issues, paved the way for other aspects of cannabis-related businesses to thrive.
For example, the entire lifestyle and wellness industry has been forever changed by the influx of cannabis. Companies are creating entire product lines specifically for CBD-infused items and strains designed to alleviate symptoms of anxiety disorders and PMS. The wellness industry, as with traditional marketing strategy, is geared toward women, so it should not come as a surprise that female-centric magazines and online news communities have blossomed with cannabis at the helm.
Dear Vandy, a Canadian cannabis-centered advice column and an off-shoot of larger brand Van Der Pop, is geared specifically to women, sporting a tagline that suggests that the brand, “curates + creates cannabis experiences for the modern woman.” The company sprouted after founder April Pride got sick of sharing her husband’s NFL-branded pipe. She wanted products and a lifestyle brand geared toward items she would buy, and when she saw that the likes did not exist, she set out to craft them exactly as she hoped women in her demographic would appreciate.
Van Der Pop seeks to bring women together through two common denominators: recreational cannabis use and the feminine mystique. Van Der Pop is not like any other whiny advice column, though. Topics such as motherhood, self-care, sex, DIY, and cannabis education, and their associated blog postings, as well as two strains of flower and a host of accessories, aid in branding Van Der Pop as more than an advice blog. The website also has an events tab to stay on top of upcoming marijuana-related events happening in the area.
Thousands of followers and social media verification on both Instagram and Twitter serve to indicate that Van Der Pop isn’t playing around, and deserves to be in this industry, catering to a demographic linked time and time again with translatable buying tendencies, as much as anyone. The company doesn’t just dabble in one perspective of cannabis either. Surveys that draw readership in and help the brand convert page views to data on topics like consumption, sex, and beauty, allow Van Der Pop to target the female-centric audience better.
There are other outlets through which the women of cannabis find each other.
Broccoli Magazine, one of the most well-known cannabis-related publications, has a reputation for understanding its audience. Anja Charbonneau founded the high-end lifestyle magazine based on creating a cannabis source to alleviate the stigma surrounding women and cannabis use. Although the publication itself is free, Charbonneau says it’s for a good reason. The publication is to be utilized as a resource, and it should be available to everyone who seeks it out; contributors are compensated, and the Portland-brand strives to keep an open dialogue between the editorial team and the readership.
These editors-in-chief, although rooted in the cannabis industry, for the time being, have extensive work experience for the likes of Conde Nast, the New York Times, Instagram, and Glossier. The glossy lifestyle of magazines holds an appeal to women, and these publications being full of articles for women written by women ups the appeal. Broccoli is published three times a year, and Charbonneau sees no reason for the process to digitize at this point.
Gossamer, a New York City-based publication, is a magazine with an associated online cannabis shop. Co-founders Verena von Pfetten and David Weiner, both steeped in the fashion and lifestyle magazine industry, imagined Gossamer as an eclectic intersection of lifestyle stories and cannabis set to an indie vibe. Pops of color adorn the website, and each volume exudes the care that von Pfetten, Weiner, and their staff puts into every print. From the glossy paper to the brilliant photography inside, Gossamer goes above and beyond the standard “magazine.”
“We’re not just about cannabis,” von Pfetten said. “We’re about everything else: what you do before you smoke, what do you after—we want to celebrate people who aren’t defined by their cannabis consumption.”
For those seeking a more familiar name, Gwyneth Paltrow’s introduction to the cannabis industry came in the form of a forward-thinking collaboration stemming from her lifestyle brand, Goop. The Los Angeles-based company is not marijuana-specific, but Paltrow’s initial dive into the world of cannabis came when Goop partnered with MedMen, a marijuana dispensary chain with locations in California, Nevada, and New York. MedMen created a Goop Wall in their stores meant to showcase the collaboration’s products.
Of the official collaboration, MedMen’s SVP of Corporate Communications, Daniel Yi, said, “It is a perfect partnership for us. Historically speaking, the industry has been male-dominated on both the consumer and business side, so it just makes sense. For Goop to be proactive in partnering with a cannabis brand—it only helps in eliminating the stigma. It’s a milestone.
“The way we talk about the plant as a product is not about getting high. It’s about a lifestyle and incorporating it into a wellness regime. It’s about giving people a healthier option and educating them,” Yi said.
To accentuate representation, the inclusion of Emerald Magazine felt perfect on this list. Emerald is geared toward women who farm cannabis. This magazine doesn’t particularly care about glitz and glam and would rather show a woman in overalls surrounded by a field of cannabis on the cover. The brand itself supports local and organic farmers in California and aims to lay low, especially when large corporations come calling. Emerald showcases the everyday lives of those female farmers who feel, rightfully so, underrepresented. The socio-economic and political importance of marijuana growth is shown in no better light than through the eyes of the women producing fields of it. The brand also has website articles keeping up with the trends in wellness, edibles, lifestyle, DIY products, and podcasts.
Whatever kind of experience you’re seeking, whether it be a laid-back experience, and artsy vibe, or an educational rabbit hole, the cannabis magazine industry certainly leaves no stone unturned.