IS THE INDUSTRY OVERMARKETING CBD TO WOMEN?

Kimberly Dillon, CMO of California cannabis company Papa & Barkley, argues the industry is overmarketing CBD to women while ignoring other cannabinoids, including THC.

She writes in AdWeek:

We have a huge opportunity to speak to women who want and use cannabis. Not CBD, but cannabis. Talking about CBD seems so delicate, so feminine. We imagine the woman who, at the end of a long day, hits the bathtub with a CBD bath bomb and tags it #SelfCareSunday. I’m not saying that women don’t want that experience but a lot of women also want a joint—and they don’t need to justify it with a bathtub…This segment is becoming increasingly crowded, and many brands are overlooking the of all ages, colors and political views who want a little bit of the high.