Cannabis Brands Urged to Embrace Cultural Competency for Authentic Community Engagement

In an industry as diverse as cannabis, brands are being urged to adopt cultural competency as a cornerstone of their marketing strategies. Shawna Seldon McGregor, founder and CEO of Maverick Public Relations, will be sharing insights at MJBizCon on how cannabis brands can authentically connect with various communities. Her advice centers on the importance of 'reading the room'—understanding the cultural and social dynamics of the communities they aim to serve. This approach, she emphasizes, goes beyond marketing tactics, requiring a deep understanding of the histories, identities, and experiences of target audiences

McGregor's upcoming panel at MJBizCon, titled 'Cultural Competency in Cannabis Marketing and Branding,' aims to guide brands in moving past superficial representation. Scheduled for Thursday at 10 a.m. in room N110, the session will focus on engaging audiences with respect and empathy. McGregor warns against the pitfalls of tokenism, which often arises from a lack of genuine engagement with communities. She stresses that simply participating in cultural moments without meaningful contributions can alienate potential customers

The panel discussion will also highlight the importance of internal reflection, suggesting that brands should start by listening to their employees. McGregor points out that understanding what matters to staff can lay the groundwork for authentic representation. She cites past marketing missteps, such as La Chingona's false claims of being Latina-owned and a racially insensitive campaign by the University of Colorado Anschutz, as cautionary tales. These examples underscore the necessity of aligning visuals and messaging with community realities

McGregor's insights underscore a broader industry challenge: the need for cannabis brands to avoid stereotypes and build trust through intentionality and cultural humility. She advises brands to engage with communities by asking questions and listening to their responses, rather than making assumptions. This approach not only helps avoid costly marketing blunders but also fosters genuine connections with diverse audiences. The focus should be on understanding the unique needs and values of each community, recognizing that what resonates in one area might not in another

Looking forward, the cannabis industry is poised to benefit from a more nuanced approach to marketing that prioritizes cultural competency. As brands navigate this complex landscape, the lessons from McGregor and her fellow panelists offer a roadmap for success. By committing to authentic engagement and representation, cannabis companies can not only enhance their brand image but also contribute to a more inclusive industry. This shift towards cultural humility and empathy promises to redefine how brands interact with their audiences, setting a new standard for marketing in the cannabis sector