Is The Cannabis Industry ‘Gatekeeping’?

The ‘Cliques’ – Companies and Professionals Alike

The cannabis industry exhibits a strong tendencies towards ‘gatekeeping’—the formation of exclusive in-groups that alienate outsiders and create barriers to diversity and inclusion. This exclusionary behavior prevents the industry from achieving mainstream acceptance.

These tight-knit insider groups hire and promote from within their own networks, creating work environments that feel welcoming only to those ‘in the know’ who share a certain mindset. Outsiders face discrimination and find it difficult to break into these established in-groups.

For most consumers and potential industry participants, these gatekeeping in-groups are an instant turn-off. They feel like outsiders peering in, unable to truly engage with or understand the industry because they don’t share the same connections. The industry’s marketing frequently targets these ‘in-groups’ and also feels alienating. They don’t see themselves represented in industry events, media, or brands.

Breaking down this gatekeeping behavior is essential for the cannabis industry to achieve diversity, inclusion, and mainstream success. Anti-discrimination policies need to be established and enforced to promote fair and equal opportunities. Outreach beyond established in-groups needs to become a priority. The industry must recognize that its image depends on reflecting and welcoming outsiders.

The cannabis industry’s tendency towards gatekeeping and exclusionary in-groups creates barriers to diversity, inclusion, and mainstream acceptance. By shifting focus to inclusion, education, and representing outsiders, the industry can break down these barriers. But first, there must be acknowledgement of the negatives impacts of this exclusionary behavior, and a will to open these well-guarded doors and make sincere efforts towards change. Only when the industry drops the act of gatekeeper can it achieve the mainstream influence it desires.

The ‘Know-It-Alls’

The cannabis industry has a problem with more established insiders adopting an attitude of superiority that pushes newcomers away. These ‘know-it-all’s flaunt their expertise in niche cannabis brands, products, and terminology as a way to assert dominance and look down on those still learning the ropes. Their holier-than-thou mentality serves as a form of gatekeeping, making newcomers to the industry feel unwelcome and uneducated.

Know-it-all’s impart an illusion that there is endless amounts of crucial ‘insider’ knowledge to attain about cannabis. The reality is that most consumers and newcomers to the industry just want to understand the basics—some guidance on products, strains, and consumption methods to suit their needs. Still, know-it-all’s insist that everyone adhere to their advanced standards of expertise, scolding those who don’t know the difference between various hyper-niche solventless hash rosin brands, for example.

This know-it-all mentality creates an environment where newcomers feel afraid or unwilling to ask questions for fear of appearing uneducated or unable to keep up. It impacts hiring practices, media, events, and marketing by promoting an attitude that only those with a certain level of pre-existing knowledge and expertise could possibly understand or participate. The end result is an industry that feels inaccessible to most outsiders looking in.

For the cannabis industry to achieve mainstream acceptance, this superiority complex needs to be brought down to earth. The reality is that most consumers just want to try quality, trustworthy products without being made to feel like newcomers or judged for their lack of hyper-niche knowledge. An open, educational environment where all feel empowered to learn and ask questions will do far more to advance the industry than exclusionary practices meant to stroke the egos of self-proclaimed cannabis ‘experts’ with know-it-all attitudes.

The know-it-all mentality poses a significant barrier through its ability to make others feel unwelcome and uneducated. But it is a barrier that can be overcome by shifting focus away from flaunting expertise and towards empowering newcomers with education and understanding. By embracing inclusion over exclusion, the cannabis industry’s know-it-all’s might just learn a thing or two themselves.

Overarching Niche Branding Practices

The cannabis industry’s obsessive focus on niche strain names, cultivation techniques, and products creates more confusion than choice for mainstream consumers. This hype-driven branding illusion poses a barrier to growth by overwhelming newcomers and restricting access to only those ‘in the know’.

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An endless proliferation of niche strain names like ‘Gorilla Glue #4’ or ‘Alaskan Thunder Fu*k’ means little to most consumers and only serves to make them feel uneducated for not understanding the subtle supposed differences between options. The same can be said for touting obscure cultivation techniques and extracts that market to hardcore insiders. This niche branding significantly restricts the industry by excluding mainstream consumers from participating. Currently, there is an organization called The Cannabis Framework Project that is working on a solution here where everybody wins.

While variety and choice are important, the industry must recognize that too much of a good thing can lead to paralysis for newcomers. The uninitiated just want good, trustworthy cannabis products—they don’t need or want to know every minute detail of how a product was grown, extracted or came to be named. An environment of endless niche options and hype-driven insider branding creates barriers to trial and adoption.

Rather than focusing so heavily on branding meant to impress industry insiders, businesses should work to attract mainstream consumers by providing choice that means something. Simple, descriptive product names, categories based on desired effects, and clear labels conveying potency and dosage guidance will do far more to build trust and empower new consumers than an overload of niche jargon.

Niche branding may convey passion for craft and connoisseurship to some, but it severely limits the potential for industry mainstreaming. By acknowledging the confusion and choice paralysis that too much hype and insider-focused branding creates, businesses can take concrete steps to open their products and messaging to wider audiences. The opportunity lies not in endlessly new niche options but in inclusive education and simplifying choice in a way that allows anyone to feel confident and excited to explore what the cannabis industry offers. mainstream success depends on it.

Niche branding may impress insiders but will not achieve mainstream success. By focusing less on hype-driven niche options and more on inclusive education and simplifying choice for newcomers, the cannabis industry can make products and messaging accessible to all. The key to widespread adoption lies not in how many strain names or cultivation techniques a business can tout, but in empowering all consumers with the knowledge and excitement to participate.

Lack of Transparency

The cannabis industry is plagued by a lack of transparency that benefits insiders while keeping mainstream consumers in the dark. There is little clarity into growing practices, pesticide use, potency testing, and genetics for most products. Opaque supply chains and deceptive marketing are common, empowering shady operators while preventing newcomers from making informed choices.

Without transparency, consumers cannot know for sure what they are purchasing or putting into their bodies. They have no visibility into potentially harmful chemicals used, for example, or if the potency is actually as stated. This creates an environment of uncertainty where people feel unable to trust and participate fully. It significantly limits mainstream acceptance.

Similarly, opaque supply chains allow poor quality or contaminated product to enter the market, as there is no mechanism for tracking or accountability. And when combined with deceptive marketing practices, lack of transparency poses a serious risk to consumer health and safety. However, this same lack of clarity benefits industry insiders, allowing some to cut corners or make exaggerated claims without consequence.

To achieve mainstream success, the cannabis industry must establish and enforce strong transparency standards. Accurate potency testing, certified clean growing practices, pesticide monitoring, and supply chain tracking are all needed to build consumer trust. Marketing claims require regulation to prevent deception. While this may require effort and reduce profits for some, transparency is crucial for further progress.

With transparency comes accountability, and an end to practices that prioritize insider gains over consumer trust and empowerment. By acknowledging the systemic lack of transparency and following through on meaningful industry-wide changes, cannabis businesses can differentiate themselves, build trust in their products, and attract mainstream customers. The opportunity lies not in opaque practices that benefit a few, but in establishing clarity and accountability to advance the industry as a whole.

Lack of transparency in the cannabis industry significantly hampers mainstream acceptance while benefitting insiders. By focusing on transparency standards, accountability, and consumer trust, businesses can overcome these barriers. While change requires effort, the reward will be an end to deceptive practices and the chance to open the industry to audiences that have so far remained in the dark. The key to progress lies in businesses recognizing that their own gain means little without empowering consumers through clarity and truth.

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How Much of it is Actually Craft Cannabis?

The cannabis industry’s recent focus on expensive, artisanal ‘craft cannabis’ products has made the plant inaccessible to most. While high-end offerings certainly have their place, when they become the sole focus, it comes at the cost of affordability and restricts the industry to niche audiences. The mainstream opportunity lies not in $18 half-gram pre-rolls but in providing quality, trustworthy cannabis for reasonable prices.

Craft cannabis can validate and raise the profile of the industry, but it cannot be the only option. For the industry to achieve mainstream success, the average consumer must have their needs met. And the reality is, most simply want straightforward, affordable cannabis products, not lavish displays of supposed connoisseurship and craft. By prioritizing extreme pricing and notions of artisanal superiority, the industry risks forgetting and alienating these mainstream consumers, limiting itself to those with the means and mindset to participate.

While enterprise and mom-and-pop craft growers alike deserve to make a living from this plant, businesses must recognize that mainstream acceptance depends on balancing high-end offerings with reasonably-priced options. When cannabis becomes accessible only to those willing and able to pay steep prices to satisfy the craft ethos, it results in an exclusionary environment that benefits the few at the cost of empowering greater audiences. The opportunity for progress lies not in craft distinction alone but in honoring and attracting the average consumer.

Craft cannabis will always have an important place as a demonstration of quality, care, and connoisseurship. However, for the industry to continue advancing, businesses must make their products accessible through competitive pricing and by focusing not just on craft distinction but on the mainstream opportunity. By recognizing that most consumers want good, trustworthy, and affordable cannabis, the industry can establish an inclusive environment where all feel welcome and empowered—where craft and accessibility live in harmony rather than coming at the cost of another.

The cannabis industry’s future depends not on an attitude of craft elitism but of serving and empowering the mainstream. And the mainstream, the average consumer, deserves an affordable option. By providing quality, trustworthy cannabis for the masses in addition to expensive craft offerings, businesses can differentiate themselves while removing the pretense of exclusivity. The opportunity is not in how fancy or lavish an offering is but in giving the people what they actually want and need.

While craft cannabis has an important place, it cannot come at the cost of affordability and mainstream accessibility. By focusing not just on craft distinction but on empowering wider audiences with quality, trustworthy, and fairly-priced products, the industry can achieve diversity and inclusion. The key is in recognizing and serving the needs of average consumers, who desire good cannabis they can afford and enjoy rather than an illusion of connoisseurship meant only for those willing and able to pay the price of admission.

Cannabis Events are Nearly Pointless

Many cannabis industry events, media outlets, and organizations primarily target those already well-versed in the industry, contributing to an echo chamber that prevents new audiences from engaging. By focusing on insider crowds and advanced knowledge, these exclusionary happenings create barriers to mainstream acceptance and inclusion.

Events, media, and organizations that only speak to those in the know contribute to an endless circle of preaching to the choir rather than reaching new audiences. They perpetuate gatekeeping by imparting an attitude that only certain types of people—those with a high degree of existing knowledge and connections—can fully participate, understand or benefit. This significantly limits industry growth by preventing education and access for wider crowds.

While insider events and niche media certainly have value in connecting those already in the space, it is crucial not to forget the mainstream opportunity. For the industry to continue progressing, it must establish an inclusive environment where all feel empowered to learn and engage, not just a select few. By diversifying content and happenings to provide education and on-ramps for people outside established circles, the industry can achieve exponential growth.

Exclusionary practices may benefit established groups by reinforcing a sense of superiority, but they harm the progression and mainstream acceptance of the industry. The opportunity lies not in echo chambers of knowledge meant only for select audiences but in creating accessible education and community. By recognizing the need to reach and empower new crowds, events, media and organizations can transform into inclusive platforms for sharing knowledge and fueling excitement in the wider public.

The cannabis industry’s future depends on inclusiveness, not exclusionary echo chambers. By diversifying to create accessible events, media and organizations that educate and engage mainstream audiences, the industry can overcome barriers to achieve widespread acceptance and participation. The key is in turning inward focus outwards, toward empowering the audiences that have so far remained outside—in serving and inviting the general public rather than just catering to insiders.

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While insider events and media have value, the opportunity for industry progress lies in inclusive education and community, not exclusionary echo chambers. By recognizing the need to reach new audiences and empower mainstream participation, organizations can transform from niche platforms into accessible channels for sharing knowledge and fueling excitement in people from all backgrounds. The cannabis industry’s future depends on inclusiveness. And that inclusiveness starts with businesses and groups making efforts to open closed circles and turn outward to welcome those still on the outside looking in.