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Amy Wasserman (right) and Shega Youngson (left) of Canopy Growth believe that the future is a woman.Michael Wilson
This week, Canada becomes the second country in the world (after Uruguay) and the largest country to allow the sale of marijuana for recreational purposes to adults over the age of 18 (or 19 according to the regulation of the United States). province or territory). The multibillion dollar weed industry, here and abroad, will monitor developments closely.
For Amy Wasserman and Shega Youngson, October 17 is a milestone for their efforts over the past few years to educate Canadians about their company's product line and the potential benefits of using them for both relaxation and helping to sleep and to improve their sex life. The two major marketing initiatives within the marijuana giant, Canopy Growth,& nbsp; (TSX: WEED, NYSE: CGC), the world's leading jar producer, where & nbsp;Wasserman is Vice President of Brand Marketing and Innovation and Youngson, Senior Director of Events and Community Engagement.
Here, the brand's evangelists influence the commercial landscape of weeded women; new products, including a cannabis-based drink that Canopy Growth is developing with the support of alcohol giant Constellation Brands, parent company of Corona Beer, which has invested $ 4 billion in the company in August; and why they believe that the future of cannabis is a woman.
HC: What was your professional life when recreational marijuana was legalized in Canada? Please share a little of your day to date and how you got into this industry.
AW: I read a few years ago an article on a cannabis marketing business run by a woman in Colorado, and I became obsessed with the idea of entering this booming industry. . In one month, I got the job of marketing director for a medical cannabis supplier, which was later acquired by Canopy Growth. Today, as Vice President, Brand Marketing and Innovation, I am responsible for the strategic direction of our portfolio of innovation and our cannabis portfolio for the use of adults. In this industry, my work day starts from the minute I get up and ends at the second I go to sleep, and every hour brings new challenges and new opportunities for exploration and navigation. I love every minute.
SY: In my early twenties, I studied overseas human rights and social movements in the developing countries of Southeast Europe. I returned to Toronto with incredible experience and insights into the workings of global politics, but also many traumas. I was already getting ready with cannabis, but it was only when I moved to British Columbia (BC) that I realized that my consumption was really therapeutic and that the The struggle for access to medical cannabis was already a social movement in its own right and was a problem. courts and the evolution of laws in Canada. When I realized that the cannabis industry was operating de facto in British Columbia, with best practices and legal victories despite its illegality, I had to participate! I am an activist first, but I learned that the private sector can be an extremely effective vector of social change. I moved to Canopy Growth in 2016 when I realized that a few of my mentors from the community of activists had done it. Today, I lead a national team of event and engagement experts to support our growing portfolio of brands.
HC: I often hear people in the industry say that women consumers are the future. Is this true in Canada and what do you know about the women who make up this potential market?
SY: Women are the future, period. In this category, we must build the industry with a modern, inclusive perspective from the beginning. We break gender norms everywhere and all the women-centered trends you see in the other categories are manifested in the creation of this new industry. This means that women guide the innovation and development of women-focused products, and that women plan inclusive events. Everyone, regardless of gender, culture, background or ability, has the opportunity to contribute and shine in this industry.
HC: In North America, marijuana still faces stigma, especially among women who often hide their use. How do you see that change once recreational marijuana becomes legal in Canada?
SY: So many people will finally get out of the cannabis closet on October 17th. Over the years, I have had the pleasure of creating spaces where people feel comfortable asking questions and openly discussing cannabis for the first time. Women are evangelists since the first day , helping their parents and family members explore the medical benefits of this plant. But caregivers also need love and we want to empower women to develop their own rituals and personal care practices that they are proud to display and support flawlessly.
& nbsp; HC: & nbsp;What does the marijuana industry in Canada look like and how will the recreation market potentially change the landscape and opportunities for women wanting to enter the trade? & Nbsp;
AW: Historically, the "cost of entry" into Canada's legal cannabis industry was extremely prohibitive and required significant capital increases before becoming an authorized producer. We know it's not an isolated problem with cannabis. It exists in all sectors. The difference is that this was supposed to be the first new area where we would see a balance between gender ownership. In Canada, you needed $ 10 million to become a legal person. Most women who have brilliant ideas do not have the tools to find the funds to make their projects a reality. But thanks to regulatory changes to help lift some of these financial hurdles, groups such as Canopy Rivers, which identify strategic counterparties seeking financial and operational support in the cannabis industry, as well as the proliferation of existing resources and organizations to enable women entrepreneurs to change. With the ratio and financing of their ideas, we have the potential to see more women-led businesses enter the market.
HC: Constellation Brands is a multi-billion dollar investor in your business and in the development of a cannabis drink. Is it a consumer product – why or why not?
AW: The biggest mistake that a brand or company can make is to place women in a bucket and call them a single target market. Our drinks will be aimed at adults who want to experiment with cannabis in a familiar format, without the side effects caused by alcohol. Everyone has an endocannabinoid system, which means that every adult human is a potential consumer of our products, but our brands will resonate differently with different people based on the values, behaviors and trust we can build around them. 39; them.
HC: Coca-Cola has recently expressed interest in the cannabis industry and the development of CBD-based beverages for well-being. Do you think that drinks that do not make you feel better will appeal to women and why? Canopy already work on this type of drink?
AW: Innovation is at the heart of everything we do at Canopy, and our product roadmap will include CBD-only options in a variety of formats, to the extent that regulations allow these products to exist on the market. Canadian market. To be clear, feeling the effects of THC is a desirable effect for many people – regardless of gender – but some people may want to explore the benefits of cannabis, without feeling the psychoactive effects of the plant, and that is where the CBD comes in.
HC: What other categories of cannabis products are you most interested in in the future? & Nbsp;What do you think will be the most important products and cannabis-based products that will be of most interest to women?
AW: Beauty is incredibly interesting. Well done, the injection of active cannabinoids with anti-inflammatory properties known in skincare products will be extremely lucrative. With regard to women's sexual health, this is an under-served category. There is a real "gender gap" between the sexes and encompasses not only our experience of orgasms, but also our definition and expectations of pleasure. Many believe that cannabis is an aphrodisiac. Between news products such as FORIA Pleasure and the Tweed varieties in our portfolio, we are working tirelessly to fill this gap with cannabis.
HC: What will you do on October 17thth?
& nbsp; AW: Celebrate. Keep an eye on the news. Soak up everything. Enjoy a softgel or two Tweed. IIt's a race towards the starting line on October 17th and it will be remarkable to reach this day. But this is only the beginning.
SY: I am losing my voice at a celebration we are organizing in Vancouver that will bring together pioneers and activists who have actively practiced civil disobedience to pave the way for legalization – as well as newcomers who take the torch and make sure to export our ideals of freedom, the right to health and empowerment of the community vis-à-vis the rest of the world. It's so good to close the loop at this stage of my career. It's just the beginning.
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Amy Wasserman (right) and Shega Youngson (left) of Canopy Growth believe that the future is a woman.Michael Wilson
This week, Canada becomes the second country in the world (after Uruguay) and the largest country to allow the sale of marijuana for recreational purposes to adults over the age of 18 (or 19 according to the regulation of the United States). province or territory). The multibillion dollar weed industry, here and abroad, will monitor developments closely.
For Amy Wasserman and Shega Youngson, October 17 is a milestone for their efforts over the past few years to educate Canadians about their company's product line and the potential benefits of using them for both relaxation and helping to sleep and to improve their sex life. The two major marketing initiatives within the marijuana giant, Canopy Growth, (TSX: WEED, NYSE: CGC), the largest producer of jars on the planet, where Wasserman is Vice President of Brand Marketing and Innovation and Youngson, Senior Director of Events and Community Engagement.
Here, the brand's evangelists influence the commercial landscape of weeded women; new products, including a cannabis-based drink that Canopy Growth is developing with the support of alcohol giant Constellation Brands, parent company of Corona Beer, which has invested $ 4 billion in the company in August; and why they believe that the future of cannabis is a woman.
HC: What was your professional life when recreational marijuana was legalized in Canada? Please share a little of your day to date and how you got into this industry.
AW: I read a few years ago an article on a cannabis marketing business run by a woman in Colorado, and I became obsessed with the idea of entering this booming industry. . In one month, I got the job of marketing director for a medical cannabis supplier, which was later acquired by Canopy Growth. Today, as Vice President, Brand Marketing and Innovation, I am responsible for the strategic direction of our portfolio of innovation and our cannabis portfolio for the use of adults. In this industry, my work day starts from the minute I get up and ends at the second I go to sleep, and every hour brings new challenges and new opportunities for exploration and navigation. I love every minute.
SY: In my early twenties, I studied overseas human rights and social movements in the developing countries of Southeast Europe. I returned to Toronto with incredible experience and insights into the workings of global politics, but also many traumas. I was already getting ready with cannabis, but it was only when I moved to British Columbia (BC) that I realized that my consumption was really therapeutic and that the The struggle for access to medical cannabis was already a social movement in its own right and was a problem. courts and the evolution of laws in Canada. When I realized that the cannabis industry was operating de facto in British Columbia, with best practices and legal victories despite its illegality, I had to participate! I am an activist first, but I learned that the private sector can be an extremely effective vector of social change. I moved to Canopy Growth in 2016 when I realized that a few of my mentors from the community of activists had done it. Today, I lead a national team of event and engagement experts to support our growing portfolio of brands.
HC: I often hear people in the industry say that women consumers are the future. Is this true in Canada and what do you know about the women who make up this potential market?
SY: Women are the future, period. In this category, we must build the industry with a modern, inclusive perspective from the beginning. We break gender norms everywhere and all the women-centered trends you see in the other categories are manifested in the creation of this new industry. This means that women guide the innovation and development of women-focused products, and that women plan inclusive events. Everyone, regardless of gender, culture, background or ability, has the opportunity to contribute and shine in this industry.
HC: In North America, marijuana still faces stigma, especially among women who often hide their use. How do you see that change once recreational marijuana becomes legal in Canada?
SY: So many people will finally get out of the cannabis closet on October 17th. Over the years, I have had the pleasure of creating spaces where people feel comfortable asking questions and openly discussing cannabis for the first time. Women are evangelists since the first day , helping their parents and family members explore the medical benefits of this plant. But caregivers also need love and we want to empower women to develop their own rituals and personal care practices that they are proud to display and support flawlessly.
HC: What does the marijuana industry in Canada look like and how will the recreation market potentially change the landscape and opportunities for women wanting to enter the trade?
AW: Historically, the "cost of entry" into Canada's legal cannabis industry was extremely prohibitive and required significant capital increases before becoming an authorized producer. We know it's not an isolated problem with cannabis. It exists in all sectors. The difference is that this was supposed to be the first new area where we would see a balance between gender ownership. In Canada, you needed $ 10 million to become a legal person. Most women who have brilliant ideas do not have the tools to find the funds to make their projects a reality. But thanks to regulatory changes to help lift some of these financial hurdles, groups such as Canopy Rivers, which identify strategic counterparties seeking financial and operational support in the cannabis industry, as well as the proliferation of existing resources and organizations to enable women entrepreneurs to change. With the ratio and financing of their ideas, we have the potential to see more women-led businesses enter the market.
HC: Constellation Brands is a multi-billion dollar investor in your business and in the development of a cannabis drink. Is it a consumer product – why or why not?
AW: The biggest mistake that a brand or company can make is to place women in a bucket and call them a single target market. Our drinks will be aimed at adults who want to experiment with cannabis in a familiar format, without the side effects caused by alcohol. Everyone has an endocannabinoid system, which means that every adult human is a potential consumer of our products, but our brands will resonate differently with different people based on the values, behaviors and trust we can build around them. 39; them.
HC: Coca-Cola has recently expressed interest in the cannabis industry and the development of CBD-based beverages for well-being. Do you think that drinks that do not make you feel better will appeal to women and why? Canopy already work on this type of drink?
AW: Innovation is at the heart of everything we do at Canopy, and our product roadmap will include CBD-only options in a variety of formats, to the extent that regulations allow these products to exist on the market. Canadian market. To be clear, feeling the effects of THC is a desirable effect for many people – regardless of gender – but some people may want to explore the benefits of cannabis, without feeling the psychoactive effects of the plant, and that is where the CBD comes in.
HC: What other categories of cannabis products are you most interested in? What do you think will be the most important products and cannabis-based products that will be of most interest to women?
AW: Beauty is incredibly interesting. Well done, the injection of active cannabinoids with anti-inflammatory properties known in skincare products will be extremely lucrative. With regard to women's sexual health, this is an under-served category. There is a real "gender gap" between the sexes and encompasses not only our experience of orgasms, but also our definition and expectations of pleasure. Many believe that cannabis is an aphrodisiac. Between news products such as FORIA Pleasure and the Tweed varieties in our portfolio, we are working tirelessly to fill this gap with cannabis.
HC: What will you do on October 17thth?
AW: Celebrate. Keep an eye on the news. Soak up everything. Enjoy a softgel or two Tweed. IIt's a race towards the starting line on October 17th and it will be remarkable to reach this day. But this is only the beginning.
SY: I am losing my voice at a celebration we are organizing in Vancouver that will bring together pioneers and activists who have actively practiced civil disobedience to pave the way for legalization – as well as newcomers who take the torch and make sure to export our ideals of freedom, the right to health and empowerment of the community vis-à-vis the rest of the world. It's so good to close the loop at this stage of my career. It's just the beginning.
