Reducing Stigma in Cannabis
“Nothing in the world is more dangerous than sincere ignorance and conscientious stupidity.” MLK Jr.
Many people in cannabis see stigma as THE issue hindering fast regulatory reform, higher newbie trial and more banking & investor support. Yet, few really think critically about what stigma is.
Let’s begin by level-setting on what the term means because if you can’t accurately elucidate a problem you can’t address it.
My dictionary defines stigma as “a mark of disgrace associated with a particular circumstance, quality, or person.”
Is our plant or industry a disgrace that needs to be overcome? Of course not.
Yet when we use the term ‘stigma’ we are accepting there is a disgrace, and will often sound apologetic in our discourse. Though this is not the intent, it does play into the prohibitionist’s hand by allowing them to frame the debate, with us on defence. Moreover, those who see cannabis as disgraceful are going to be less receptive to our strong arguments.
Clearly, resistance to cannabis is something very different than a disgrace.
I spend time listening to prohibitionists and fence-sitters. Their opposition often centres on a gap and a misalignment:
> Information gap
Not surprisingly, many resisters don’t have topical or complete knowledge of cannabis. Info gaps are easy to fill and execute on – if you know your audience and can persuasively communicate with brevity.
However, info dumps don’t work. Communications should focus on what the specific listener cares about versus what’s important to the passionate advocate. As an example, a banker likely only cares about fees, legal risks and the cost of doing business versus weed's health benefits or social issues.
An educational effort needs to be straightforward, cohesive and responsible. Not everyone speaks 'cannabis' or cares as much as you do.
> Values misalignment
People embrace things that align to what’s in their heart and soul i.e their values
Putting forth rational ‘educational’ arguments alone won’t overcome embedded (conscious and sub conscious) values that are at odds with cannabis. Furthermore, over-the-top passion or condescension will probably trigger pushback if not resentment.
Bridging this misalignment is about making the resister emotionally comfortable with change. This can be achieved by emphasizing cannabis' benefits or particular facets that align with some of the audience's values, as well as by removing land mines that trigger angst.
For example, disparaging alcohol or reproaching drinkers is unlikely to sway a cannabis prohibitionist who drinks or who has friends & family that do.
When it comes to industry outreach, it’s time our industry pays as much attention to their message's bass, tone and balance as well as it's volume.
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