The essence of a successful branding strategy goes beyond simply extolling the virtues of your product. It revolves around aligning with your audience’s values and fundamental beliefs. To achieve this, it necessitates more than words; it calls for the art of visual storytelling to convey how your product can enhance the lives of your customers.
Table of Contents
- Introduction
- Key Takeaways
- What’s Considered Cultural Appropriation in Cannabis Branding?
- Key Differences Between Cultural Appropriation and Cultural Appreciation in Cannabis Branding
- How Cultural Appropriation is Used in Cannabis Branding
Key Takeaways
Key Takeaways✔ Recognize cultural appropriation in cannabis branding as the improper adoption of elements from a culture without understanding or respect. ✔ Distinguish between cultural appropriation and cultural appreciation in cannabis branding to promote inclusivity and authenticity. ✔ Cultural appropriation in cannabis branding involves misusing cultural elements, while appreciation involves understanding, respecting, and supporting the culture. |
As you embark on the journey of crafting your brand’s identity and the elements that comprise it, a critical consideration emerges: the source of your inspiration. Mindfulness is essential in this realm to steer clear of appropriation.
The utilization of cultural references as mere props or backdrops in your branding efforts, driven solely by profit motives, is not only disrespectful but also ethically questionable. The cannabis industry, now a multi-billion dollar behemoth following its legalization, spans across various sectors. Yet, it is imperative that we do not lose sight of its turbulent history and the people and cultures that have played pivotal roles in its evolution.
Historically, black and brown communities, often marginalized, have borne the brunt of criminalization associated with marijuana-related offenses. When incorporating cultural references from these communities into your branding, it is paramount to undertake due diligence. Our objective should always be to demonstrate appreciation rather than perpetuate appropriation.
What’s Considered Cultural Appropriation in Cannabis Branding?
Cultural appropriation, as defined by Britannica, takes place when members of a majority group adopt cultural elements of a minority group in an exploitative, disrespectful, or stereotypical way. In cannabis branding, this concept takes on critical significance.
The manifestations of cultural appropriation in branding can be subtle or overt, but they share a common thread: the appropriation of cultural elements without due respect for their origins. For instance, it might be as subtle as featuring Japanese aesthetics in a campaign that exclusively showcases white models. Alternatively, it could be as thoughtless as Kim Kardashian’s initial launch of her shapewear brand under the name “Kimono.”
In today’s society, where marketing and brands wield immense influence, cultural appropriation in branding can have tangible and harmful consequences, particularly for marginalized communities.
Take, for example, the booming billion-dollar industry of yoga. Yoga, a practice with roots that trace back thousands of years to Asia, the Middle East, Northern Africa, and South America, has evolved into its modern form. However, in its Western adaptation, it has often been stripped of its cultural origins and credited to a different narrative. A cursory search for “yoga teachers” on platforms like YouTube reveals that the top results predominantly feature white instructors who seldom acknowledge the practice’s original roots.
This Westernized version of yoga not only misrepresents its history but also incorporates branding and marketing that appropriate rather than appreciate its South Asian origins. Some brands profit from selling wearable merchandise adorned with Sanskrit symbols, India’s ancient and sacred language, without any acknowledgment of their historical significance. Such practices can be detrimental to the culture from which they draw inspiration.
Regrettably, the cannabis industry is not immune to cultural appropriation. Within the realm of psychedelic culture, one can often find imagery featuring Hindu gods and goddesses, often without any clear or explained connection to the religion. While this may not be considered appropriation if the founders have South Asian backgrounds or personal ties, many brands incorporate elements of these cultures into their imagery, even if their executive teams are entirely composed of individuals from different backgrounds.
A notable example is the case of the L.A.-based cannabis brand, La Chigona. Although the company’s branding and storytelling drew the attention of the Latinx community with its Mexican cultural roots, the owner and founder, Michael Kaser, was not of Latino descent. He fabricated an origin story about three Mexican sisters coming together to start the cannabis brand, using the phrase “La Chigona,” a well-known Mexican nickname meaning “the badass woman.”
Kaser’s attempt to honor his Mexican grandmother through the personification and adoption of Mexican culture for his brand came under scrutiny. Susie Plascencia, a Latina social media marketer in the cannabis industry, exposed the fabrication and deemed it a “deceptive and blatant case of cultural appropriation.” Plascencia utilized her platform to create a boycott campaign, resulting in the brand being pulled from stores and employees disassociating themselves from it. Ultimately, Kaser recalled his brand with plans to relaunch it in a more authentic manner.
These instances highlight the importance of vigilance and respect when drawing upon cultural elements in cannabis branding to ensure that it embodies appreciation rather than appropriation.
Key Differences Between Cultural Appropriation and Cultural Appreciation in Cannabis Branding
Accoridng to the National Institutes of Health, the difference between cultural appropriation and appreciation is not always clear. Still It is imperative to discern between cultural appropriation and cultural appreciation, as per Oxford Dictionaries‘ definitions:
- Cultural Appropriation: This term refers to the unacknowledged or inappropriate adoption of customs, practices, and ideas from one culture by members of another culture, typically one that holds a position of dominance. Cultural appropriation often involves borrowing elements without due respect or understanding of their significance.
- Cultural Appreciation: In contrast, cultural appreciation entails a genuine effort to comprehend and learn from another culture, with the aim of broadening one’s perspective and fostering cross-cultural connections. It doesn’t involve erasing the history, values, or traditions of the culture but rather seeks to amplify and celebrate them out of respect.
As the cannabis industry places increasing emphasis on Diversity, Equity, and Inclusion, it becomes paramount for brands to ascertain where they stand on the spectrum between appropriation and appreciation. When a brand chooses to incorporate elements of a particular culture into its vernacular or style solely to boost sales, without a genuine intention to support that community with the profits generated, a critical examination of the underlying motives becomes necessary to avoid appropriation.
The act of showcasing cultural references in branding can be viewed as a form of appreciation if it is underpinned by meticulous research aimed at comprehending the values and challenges faced by the culture in question. Such efforts should be driven by the goal of engaging with the culture to raise awareness and uplift it for a meaningful cause, rather than for personal gain.
In essence, it is about forging a connection that respects the culture’s depth and significance, rather than commodifying it for commercial purposes. Understanding this distinction is vital for cannabis brands seeking to navigate the delicate terrain of cultural representation in their branding strategies in an ethical and inclusive manner.
What’s the Difference Between Appropriation and Appreciation?
How Cultural Appropriation is Used in Cannabis Branding
Cultural appropriation in cannabis branding is a multifaceted issue that requires careful consideration and education within the industry. It is essential to invest in learning and understanding to ensure that we move our industry forward ethically. In cannabis branding, being respectful and culturally mindful is not just a matter of good practice; it’s an imperative step towards fostering inclusivity and diversity within the field.
As consumers grow increasingly conscious and seek brands that resonate with their values, adopting culturally sensitive practices not only allows your brand to stand out in a crowded market but also serves as a magnetic force that draws your target audience closer.
Here are some common examples of cultural appropriation that frequently emerge in the cannabis industry:
- Inappropriate Use of Cultural Imagery and Language: This includes using symbols, imagery, or language associated with specific cultures, such as Native American headdresses or Rastafarian imagery, in branding or advertising without permission or a deep understanding of the cultural significance behind these elements.
- Misuse of Foreign Language: Naming brands in foreign languages simply because they sound appealing, without any genuine connection to the history or culture from which the language originates, can be perceived as cultural appropriation.
- Exploiting Traditional Strains: Utilizing strains of cannabis that have traditionally been associated with a particular culture, like Jamaican landrace strains, without offering credit or acknowledgment to that culture, can be problematic.
- Misappropriation of Vernacular: Incorporating vernacular specific to a culture or associated with a particular culture without fully comprehending the meaning or context of the language used can be seen as cultural insensitivity.
- Stereotypical or Offensive Products and Packaging: Creating products or packaging that perpetuate stereotypes or are offensive to a certain culture is a clear example of cultural appropriation that can have detrimental consequences.
It is crucial to remember that intention differs from impact. Despite having the best intentions, mistakes can occur in navigating the complex terrain of cultural representation. When such situations arise, it is imperative to take responsibility, embark on the necessary educational journey to understand and rectify the issue, and proceed with dignity and respect. In doing so, cannabis brands can contribute to a more inclusive and culturally sensitive industry that resonates with a diverse and conscious consumer base.
How to Know Whether You’re Appropriating or Appreciating
It’s crucial to navigate the fine line between cultural appropriation and cultural appreciation. To determine whether your branding concept falls into the realm of appropriation or appreciation, consider these four fundamental questions:
What Relation Do I Have with the Culture of My Inspiration?
If you are drawing elements from a culture that you do not personally belong to, it’s essential to exercise caution. Utilizing symbols, language, or imagery from a culture that is not inherently yours, for the sake of aesthetics, can be perceived as inauthentic and potentially offensive. Avoid appropriating elements that do not authentically align with your own cultural background.
Have I Taken the Time to Understand the Culture’s Historical Context?
Cultural appreciation goes beyond surface-level inspiration. It requires a deep and sincere effort to comprehend the historical context, values, and challenges of the culture you are drawing inspiration from. Factors such as food, language, history, generational trauma, clothing, and more are intricately interwoven into any culture. Failure to invest time in research and understanding can lead to the misrepresentation and appropriation of a culture. Authentic appreciation necessitates an understanding of the culture’s history, values, and the struggles faced by its people.
Am I Using Someone Else’s Culture and Traditions as a Costume?
When visually representing your brand, it’s vital to explore creative avenues that do not involve adopting traditional clothing, aesthetics, or makeup from a culture merely for the sake of a striking photo opportunity. Such usage can be seen as using someone else’s culture as a costume, which constitutes appropriation. True appreciation involves actions like supporting local artisans from the culture that inspired your designs, thereby respecting and contributing to the cultural heritage.
Have I Been Invited Within the Culture or Tradition?
If you lack direct engagement or personal perspective on how the culture feels about the use of their traditions and values in your branding, it is crucial to recognize your role as an outsider. As a bystander, you can still admire and support the culture from the sidelines without inserting your perspective. Genuine appreciation can be expressed by raising awareness and supporting the culture without appropriating elements for profit.
By addressing these questions and considering the ethical implications, cannabis brands can make informed choices that align with cultural sensitivity and authenticity. Cultivating a sense of appreciation rather than appropriation is not only respectful but also resonates positively with a diverse and conscious consumer base.
Embrace Culturally Conscious Cannabis Branding
If you’re ready to embark on a journey of culturally conscious cannabis branding, look no further than CannaMack. Our team is committed to guiding you towards authentic and respectful representation, ensuring your brand aligns with your values and resonates with your target audience. Contact us today to learn more about cannabis branding.