Women Over 60 Drive Innovation and Inclusivity in the Cannabis Industry

A growing movement of women over 60 is reshaping the cannabis industry, challenging stereotypes and forging new pathways in a market historically dominated by younger men. According to High Times, entrepreneurs like Diana and her business partner, both in their sixties, are carving out a space for themselves not only as consumers but as creators and advocates. Their journey began with a simple need: a wellness-focused accessory to reduce tar intake from pre-roll joints, which led to the creation of TarTubes. "We are not the typical pair walking into a cannabis dispensary," the article notes, highlighting how their presence disrupts long-standing assumptions about who belongs in cannabis spaces

The path to entrepreneurship for these women was not straightforward. For much of their lives, cannabis was something acquired discreetly, far removed from the bright, modern dispensaries of today. Marketing in the post-legalization era has often targeted younger men or hyper-sexualized young women, leaving older women largely invisible. "Older women are rarely imagined in cannabis marketing. Rarely pictured. Rarely assumed to be innovators. And yet we have decades of lived experience with this plant," the article observes. Despite this absence, women like Diana and her peers are now making their mark, both through direct sales and by supporting one another's ventures

Mentorship and solidarity have been central to their progress. Industry veterans such as Carol from Wonderland Cannabis, Staci Smith, and Addison Morris of the Women’s Cannabis Chamber of Commerce have each played pivotal roles in guiding, advocating for, and amplifying the voices of women entering cannabis later in life. Carol, for instance, encouraged Diana and her partner to reflect on their motivations: "She asked a question no one else had asked so plainly: Why take this kind of risk at this stage of your lives?" This kind of support has helped transform isolated efforts into a cohesive network, where experience and care are valued as much as innovation

Community-building extends beyond business. Figures like Liz Quinn, a breast cancer survivor and founder of LizLightsUp, and educator Mia Garlock are working to make cannabis more accessible and understandable for seniors and newcomers alike. Liz helps older adults navigate dispensaries and dosing, while Mia demystifies the science behind cannabis and women’s health. Their efforts underscore a shift from simply participating in the industry to actively shaping it for others: "Older women weren’t just entering the cannabis space. They were helping make it navigable for everyone who followed."

This emerging movement is redefining what leadership and influence look like in cannabis. Rather than seeking validation in traditional ways, these women prioritize relationship-building, mentorship, and making the industry more welcoming for those who come after them. As the article concludes, "Care as discipline. Care as attention. Care to make sure the next woman does not enter alone." From the OG Lab newsroom perspective, this trend signals a vital evolution in cannabis: one that values lived experience, inclusivity, and the quiet power of community. As more women over 60 step forward, the industry stands to benefit from their resilience, wisdom, and commitment to opening doors for all