As the 1930’s brought various “brainwashing” propaganda about marijuana and it’s evil ways, so did a long lasting negative stigma carry on all the way to the modern day; the stereotype that marijuana smokers are pot heads, stoners, dirty hippies, lazy, no job, stupid and unsavory.
The negative stigma is a dark cloud casting a shadow over the medical and recreational marijuana industry. Whether marijuana is for health or pleasure, society has frowned upon it. It’s a hurdle that the cannabis industry strives to overcome.
Overcoming the Stereotype
It’s a difficult hurdle to overcome, while society still frowns upon slang terms and the stereotype stoner image. The best way to overcome it may be to create a whole new image and market for it. Eliminate the slang terms, the stoner image, and give way to a clean, scientific, medical and legitimate industry. While there will always be a crossover between medical marijuana and recreational use, legitimate medical marijuana businesses aren’t selling product for having fun, but to treat an ailment, cure a disease or other condition. The ultimate goal is meant to provide therapy, and not a “totally radical, trippy” result.
Many successful marijuana businesses including recreational are embracing a slang free philosophy when it comes to their marketing. Clothing companies are starting to give off a clean, trendy image not typical of your stereotype stoner. Dispensaries treat their product like actual medicine and refer to their customers as patients. It helps give them legitimacy, that they are in it for the right reason, and their medicine is safe and effective.
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