Corporate Marketing’s Troubling Turn to Cannabis
In recent years, we’ve witnessed a prominent shift in corporate marketing strategies, particularly with the rise of the cannabis industry. J.M. Smuker’s “Munchie Mobile”, strategically parked outside dispensaries to lure consumers with sweet and salty snacks, epitomizes this trend. This effort seems more like a desperate marketing ploy than a genuine approach to consumer engagement. Described in a Wall Street Journal article as “Are Twinkies and Cannabis the New Cookies and Milk?” the implications of such strategies should raise eyebrows.
The Shadow of Big Tobacco
These marketing practices echo the tactics used by Big Tobacco, which for decades worked tirelessly to ensnare lifelong customers, often successfully targeting youth demographics. This created a long and painful journey for society to untangle the health crises associated with tobacco use amidst a backdrop of denial propagated by financial stakeholders.
A Déjà Vu Moment
The cannabis industry, growing rapidly but still in its infancy, mirrors the issues plaguing tobacco—especially when it comes to youth marketing. Despite claims that they don’t wish to attract underage users, the advertising strategies tell a different story. It’s clear: the marijuana industry is becoming Big Tobacco 2.0.
Public Health Concerns
As public opinion shifts towards acceptance of medical marijuana, the conversation must also include the potential health risks of cannabis, akin to those associated with tobacco. Polls indicate that while adults are amenable to medical use, they lack robust knowledge regarding the short- and long-term effects of cannabis.
Children’s developing brains, which continue to mature until around age 25, are particularly vulnerable. Increasing marketing exposure has led to shocking statistics, such as a surge in marijuana poisonings among very young children. In Colorado, marijuana is now the most prominent substance involved in teen suicides, yet many states fail to track this concerning data.
Mental Health Implications
Research is alarmingly clear: links between marijuana use and mental health issues—including anxiety, depression, and suicidal tendencies—are becoming more apparent. As marketing efforts increase, so too will the associated public health crises.
Cardiovascular Risks
The hearts of young consumers are also at risk. Emerging scientific evidence indicates that marijuana use could lead to serious cardiovascular health issues, including heart attacks, arrhythmias, and even sudden death—and not just in older adults. We are beginning to see these effects in individuals under 50, traditionally not considered at high risk for such conditions.
Prenatal Exposure Woes
The concerns multiply when we consider in-utero exposure to marijuana. Studies have documented outcomes like stillbirths, low birth weights, and developmental difficulties in children exposed prenatally. A major study, the Adolescent Brain Cognitive Development study, monitored long-term effects and included 12,000 subjects, reporting psychotic-like episodes and troubling behavioral problems in offspring.
Regulatory Challenges
While states implement regulations that aim to control the marketing of cannabis, expecting companies to self-regulate responsibly seems overly optimistic. Historical evidence shows that marketing tactics often overpower public health efforts, drawing youth towards products labeled as forbidden fruits.
Questionable Marketing Practices
The naming conventions of dispensaries—such as “CURE,” “Curaleaf,” and “Beyond Hello”—suggest an approach that minimizes the potential risks associated with cannabis use, instead promoting a message of carefree happiness.
A Call for Responsibility
In an industry that promises to maintain a level of zero tolerance towards youth exposure, the juxtaposition of major food brands with cannabis marketing brings the challenge into sharp focus. The overlap exacerbates the already formidable obstacles faced by public health and education leaders in keeping young people drug-free.
As we navigate this complex landscape, it’s imperative that we hold marketers accountable and demand more responsible practices. The stakes are too high to do otherwise.
Ken Finn and Stephen F. Gambescia contribute critically to understanding the implications of cannabis marketing through their work at the International Academy on the Science and Impacts of Cannabis and Drexel University, respectively. Their insights are vital to the discussion on public health and marketing ethics in the emerging cannabis industry.
