Has legalization re-branded weed culture?

Since you’re now able to purchase recreational cannabis from government-managed storefronts, a few private dispensaries and conveniently online across the country, it’s easy to notice a subtle shift in the Canadian perspective on pot. What was once seen as an illegal drug to those who didn’t partake in marijuana culture, a medicinal prescription to the patients that needed it and as a wonderous state-of-mind to weed enthusiasts, has slowly started to give way to the green gates of information and obtainability that have become mainstream. Needless to say, although there are pot shops opening up in many major cities within Canada, its questionable as to whether legalization has really re-branded weed culture.

“With the media attention and investment, the stigma around cannabis use has already declined. The stereotype of pot smokers in Canada has shifted from lazy, forgetful layabouts to doctors, entrepreneurs and lawyers — many of whom have started up boutique cannabis firms.”

The cannabis industry has a lot of job opportunity  

Although there already were jobs in the cannabis industry prior to legalization, once October 17, 2018, hit our calendars there was an enormous demand for workers with cannabis experience to fill available jobs in the growing niche.

  • Budtenders: Retail workers at private dispensaries or Crown corporations who help customers choose between various strains.
  • Growing, cultivation and production: Growers are in charge of germinating the cannabis seeds and tending to the needs of the plants as they grow through various stages. Harvesters are then in charge of clipping, drying and curing the buds of the plant in order to prepare the weed before it is sent to dispensaries. There are also many jobs in the production end of the cannabis industry where workers build warehouses, wire the lighting and maintain the grounds of the facilities.
  • Marketing: The cannabis industry needs marketers to promote brands and products through the use of traditional and digital advertising.
  • Research: Topicals and edibles are still undergoing regulations.

The cannabis industry has post-secondary programs

Since the cannabis industry is exploding with job opportunities, future candidates will need to get some education in the field. That means there are many post-secondary institutions that are now offering cannabis studies. With everything from a program in Toronto that offers a certificate teaching students regulation, growing, laboratory and sanitation techniques to courses in the Okanagan that educate them about retail sales, plant production and business fundamentals.

The cannabis industry has a social atmosphere

Not only can you buy weed, work in the field and study the cannabis industry, but you’re also now able to legally visit a cannabis lounge. These hip cafes are not just a social place to get your smoke on, but they’re also offering patrons classes on growing your own homegrown plants or making some delicious edibles.

Dispensaries and lounges have popped open across the country, universities and colleges have introduced courses on cannabis business, investing, retail and cultivation and those who study these fields are even able to obtain a job in the vast growing cannabis industry. Although legalization has not persuaded all Canadians to be comfortable with the change, it has paved way for new opportunities to enlighten them on the multibillion-dollar industry. Love it or hate it, marijuana is here to stay. After all, alcohol prohibition was once a thing in Canada and at look how ingrained it has become in our everyday cultural values.  

How do you think the legalization of cannabis has re-branded weed culture? Tell us in the comments section below.

Alex Wilks is the Social Media & Content Creator for Trek Marketing. Her work has been featured on Global News, Black Press Media, andthe Kwantlen Chronicle

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