Adverse perceptions about cannabis exist mainly due to a lack of education. To adjust these perceptions on a wide scale, the cannabis sector should be held to a larger common and each and every participant should commit to bringing professionalism to their each day operate.
Why? Due to the fact these persisting damaging perceptions have substantial implications for the future of cannabis in the United States.
Catalyzing adjust does not occur overnight, but it is up to the folks functioning in the cannabis sector each and every day to show the planet that the company of cannabis is true, credible, and meaningful. It begins by acting professionally.
That does not imply absolutely everyone demands to put on a 3-piece suit and use tired $20-dollar words. It signifies acting appropriately to minimize danger, place the demands of shoppers above all else, and prioritize compliance at all instances.
The reality is that unprofessional behavior perpetuates damaging perceptions of the cannabis sector. By acting professionally in all company scenarios – from networking events and company meetings to workplace etiquette – the cannabis company neighborhood can assist get rid of the stereotypes that have been connected with the sector for a lot of decades.
Cannabis Experts Code of Conduct
Every single cannabis company ought to have a code of conduct for personnel to adhere to 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 offers a terrific spot for cannabis companies to start out when drafting their personal documentation. Some of the essential behaviors to address in your code of conduct contain:
- Compliance with relevant laws
- Look and actions as a reflection of the brand’s image
- Staying existing on study and educated on relevant subjects
- Overall health and security
- Respecting other people
- Integrity and open communication
- State and neighborhood licensing
- Avoiding illegal behaviors
- Avoiding behaviors that negatively have an effect on the corporation or the sector
In addition, your business’ code of conduct ought 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 Experts
In her not too long ago published book, Larger Etiquette, Lizzie Post warns readers to prevent working with stigmatizing terms like “pothead” when discussing cannabis in each company and individual 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 a lot of damaging connotations. Rather, she recommends working with the term “ cannabis” which is component of the plant’s scientific name.
Having said that, 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 method that can lead to disruption.” For that disruption to occur, the folks functioning in the cannabis sector need to have to lead the charge.
Bottom-line, top by instance coupled with ongoing education ought to assist replace all of the words that carry damaging connotations with terminology that will elevate the sector as a entire.
Essential Takeaways for Legitimizing the Cannabis Business
The cannabis sector will normally fight for legitimacy as extended as old stereotypes hold accurate. Even if cannabis is legalized at the federal level, as extended as the behaviors and terminology connected with damaging perceptions persist, there will continue to be an uphill climb to obtain legitimacy. Enhancing professionalism and adjusting behaviors and language to reflect a larger common are essential 1st methods to advancing significantly-necessary adjust.
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 advertising and marketing communications corporation providing, copywriting, content material advertising and marketing, e-mail advertising and marketing, social media advertising and marketing, and strategic branding solutions. She spent the 1st half of her 25-year profession directing advertising and marketing applications for AT&T and HSBC. Right now, her consumers contain household brands like Citigroup, Cox Communications, Intuit, and much more as properly as little companies about the planet. Susan has written 11 advertising and marketing-connected books, like the very preferred Content material Advertising for Dummies, 30-Minute Social Media Advertising, Kick-ass Copywriting in 10 Uncomplicated Methods, The Ultimate Guide to E-mail Advertising, and she is a preferred advertising and marketing and branding keynote speaker. She is also a Certified Profession Coach and Founder and Editor in Chief of Girls on Small business, an award-winning weblog for company girls. Susan holds a B.S. in advertising and marketing and an M.B.A in management and technique.