Damaging perceptions about cannabis exist mostly due to a lack of education. To transform these perceptions on a wide scale, the cannabis sector have to be held to a larger typical and just about every participant have to commit to bringing professionalism to their every day operate.
Why? For the reason that these persisting unfavorable perceptions have important implications for the future of cannabis in the United States.
Catalyzing transform does not occur overnight, but it is up to the persons functioning in the cannabis sector just about every day to show the globe that the organization of cannabis is genuine, credible, and meaningful. It begins by acting professionally.
That does not imply absolutely everyone desires to put on a 3-piece suit and use tired $20-dollar words. It suggests acting appropriately to minimize danger, place the desires of shoppers above all else, and prioritize compliance at all instances.
The reality is that unprofessional behavior perpetuates unfavorable perceptions of the cannabis sector. By acting professionally in all organization circumstances – from networking events and organization meetings to workplace etiquette – the cannabis organization neighborhood can support get rid of the stereotypes that have been related with the sector for numerous decades.
Cannabis Specialists Code of Conduct
Each cannabis organization need to have a code of conduct for personnel to comply with and reside by. The code of conduct documents acceptable and unacceptable behaviors so personnel have no confusion about how they’re anticipated to behave when they’re functioning.
The National Cannabis Business Association (NCIA) has a code of conduct for its members that delivers a fantastic location for cannabis corporations to get started when drafting their personal documentation. Some of the essential behaviors to address in your code of conduct consist of:
- Compliance with relevant laws
- Look and actions as a reflection of the brand’s image
- Staying present on investigation and educated on relevant subjects
- Well being and security
- Respecting other individuals
- Integrity and open communication
- State and neighborhood licensing
- Avoiding illegal behaviors
- Avoiding behaviors that negatively influence the enterprise or the sector
In addition, your business’ code of conduct need to clarify what takes place when the code is violated. The essential is to make it clear to personnel that they’re anticipated to act professionally when they’re on the company’s dime and to clarify that professionalism is not optional.
Terminology for Cannabis Specialists
In her lately published book, Larger Etiquette, Lizzie Post warns readers to prevent working with stigmatizing terms like “pothead” when discussing cannabis in each organization and private settings.
In addition, Post advises against working with the word “weed” which can be perceived as disrespectful to a plant that has the capacity to do so significantly fantastic. She even believes the term “marijuana” carries also numerous unfavorable connotations. As an alternative, she recommends working with the term “cannabis” which is aspect of the plant’s scientific name.
“Cannabis” is the preferred term by most of the cannabis organization neighborhood right now as Gary Roberts of The San Diego Union-Tribune refers to as “part of a bigger work to normalize cannabis.”
On the other hand, that work will take time. Tok Thompson, professor of anthropology and communication at the University of Southern California, told Roberts, altering language is “a social approach that can lead to disruption.” For that disruption to occur, the persons functioning in the cannabis sector have to have to lead the charge.
Bottom-line, top by instance coupled with ongoing education need to support replace all of the words that carry unfavorable connotations with terminology that will elevate the sector as a complete.
Crucial Takeaways for Legitimizing the Cannabis Business
The cannabis sector will constantly fight for legitimacy as lengthy as old stereotypes hold accurate. Even if cannabis is legalized at the federal level, as lengthy as the behaviors and terminology related with unfavorable perceptions persist, there will continue to be an uphill climb to reach legitimacy. Enhancing professionalism and adjusting behaviors and language to reflect a larger typical are essential initially methods to advancing significantly-necessary transform.
Susan Gunelius, Lead Analyst for Cannabiz Media and author of Marijuana Licensing Reference Guide: 2017 Edition, is also President & CEO of KeySplash Inventive, Inc., a marketing and advertising communications enterprise supplying, copywriting, content material marketing and advertising, e mail marketing and advertising, social media marketing and advertising, and strategic branding solutions. She spent the initially half of her 25-year profession directing marketing and advertising applications for AT&T and HSBC. Nowadays, her consumers consist of household brands like Citigroup, Cox Communications, Intuit, and extra as properly as smaller corporations about the globe. Susan has written 11 marketing and advertising-associated books, such as the hugely well known Content material Marketing and advertising for Dummies, 30-Minute Social Media Marketing and advertising, Kick-ass Copywriting in 10 Simple Methods, The Ultimate Guide to E-mail Marketing and advertising, and she is a well known marketing and advertising and branding keynote speaker. She is also a Certified Profession Coach and Founder and Editor in Chief of Ladies on Small business, an award-winning weblog for organization females. Susan holds a B.S. in marketing and advertising and an M.B.A in management and technique.