This post was originally published on this site.
Katie Motta is the CEO of Jade Stone Branding, a company that seeks to disrupt tradition within the cannabis industry by replacing archaic stereotypes with sophisticated and innovative designs.
In the newest entry of “NY’s women in cannabis,” Motta talks about the importance of products appealing to women, underrepresentation in leadership, and her favorite resources within the industry.
Women are vastly underrepresented in cannabis, and not just in New York. From 2019 to 2022, executive-level females have seen their industry wide status drop from 37% to 23%. Yet the MRTA makes things very clear: women-owned businesses are a key component of the state’s social and economic equity plan.
NY Cannabis Insider is seeking to elevate women in cannabis through a hyper-focus on female story sourcing and balanced representation in articles.
This series will last for as long as submissions come in.
Why did you launch your career in the cannabis industry? Were there any women who inspired you to do so? How did you do it?
I started my general branding and design agency, Alluring Media Co., a few years ago to work with businesses of varying industries. It gained some momentum, and as I talked with my clients, colleagues, and friends, I noticed a recurring theme – it became clear to me that we could put our skills to use for good in the cannabis industry.
To put it simply, there hasn’t been enough branding and design that appeals to me in the current market, and I wasn’t the only person with this sentiment. The legions of cannabis brands that were entering the market lacked appeal to the segment that represents 80% of purchasing decisions: women.
Stereotypical designs such as slime drips, neon colors, and cartoons do not appeal to sophisticated, modern, and feminine consumers. Furthermore, these outdated design standards perpetuate negative stereotypes associated with cannabis, severely limiting the industry’s growth. Ushering in a new era of cannabis brand design is the only way to disprove the stereotypes and educate the masses on the numerous benefits of cannabis.
This inspired me to create a branding and design agency that focuses on creating appealing, feminine-focused, modern designs within cannabis/CBD.
What do you think is the most significant barrier to women leadership? Are the barriers different in cannabis than any other industry?
Unfortunately, the greatest barrier to women’s leadership in cannabis is the presence of discriminating double standards. In business conversations, men tend to be seen as leaders taking initiative when they speak their minds freely. When women do the same, they can be seen as pushy or rude, and their input is often dismissed.
Men in leadership positions tend to reward male employees in these situations with praise, bonuses, or promotions. But by discouraging the creativity and drive of female employees, they impede their businesses’ growth and stifle the passion of promising future leaders. This makes women feel like they should keep their thoughts to themselves, which perpetuates this cycle of discrimination.
Although these barriers exist everywhere, they are particularly brutal in cannabis because the industry is guided by archaic gender stereotypes. The cannabis industry used to be illegal and lawless, and there was no traditional, formal structure around leadership. In cannabis today, there is still the mindset that women can’t handle themselves in such an aggressive industry, which is simply not true.
Why do you think women are so underrepresented in leadership roles in cannabis?
Women are underrepresented in cannabis leadership roles because of the lingering stereotype that women cannot handle the pressures of these positions. Despite the countless examples of women CEOs successfully leading Fortune 500 companies, there is still a perception that women lack emotional intelligence, assertiveness, and decision-making skills.
Instead of waiting around for the recognition they deserve in traditional jobs, many women over the past few years have started their own businesses. This trend has started to flip the script for women in business, and this is becoming especially prominent in cannabis. Although it will take time to completely debunk the stereotypes, there is a bright future for women in the cannabis industry, and I am proud to stand with them at the forefront of innovation.
What are some ways in which companies can support gender diversity at senior levels?
Gender diversity should be a focus of everyone’s business, from the ground up. Hiring a diverse group of people can benefit your business in so many ways while also creating jobs and opportunities for those who are underrepresented or underserved. Ensuring that you are hiring open-minded individuals who are understanding of different backgrounds is one of the best ways to do this. Make sure that whoever is doing your hiring is required to talk to people of different genders, backgrounds, and cultures. All qualified applicants should be spoken to and considered.
Shout out your other favorite women-owned or women-led businesses in the industry.
Over my time in the industry so far I have met so many amazing women in cannabis that this is only a very small sampling of the many women I follow, look up to, and praise in the industry: Miss Grass (CEO Kate Miller), Astraea & Co. (CEO Tamar Builder-Brown), Coast Cannabis Co. (CEO Angela Brown), Lady A (Founder Alexandra Dunhill), High Skincare (CEO Melissa Jochim), Aurora Elixirs (CEO Victoria Pustynsky), Mask Skincare (CEO Sarah Mirsini) and so many more!
Who/what are your favorite tools and resources in the industry?
Katherine J. Bierwas of Bierwas Law and Meghan Sheehan of Sheehan and Associates are fantastic for reviewing contracts or agreements, as well as general cannabis licensing and information. If you’re looking for bespoke packaging solutions, reach out to MariJane Packaging and talk to Kami Castro, she has been unbelievably helpful at sourcing new packaging, helping to answer questions, and providing low-cost solutions with high-quality results. The WEIC (Women Empowered in Cannabis) Facebook group is also an incredible resource for meeting others in the industry with similar business mindsets.
What advice would you give your 25-year-old self? What advice would you give to the next generation of women leaders?
The best advice I can give would be to give yourself time and enjoy the ride while you’re waiting for your moment. Since I was very young, I set age limits on my goals; while setting SMART goals is an important skill set in business, I used to put all of my self-worth in those goals. But as I’m getting older I realize that instead of being upset that the goal wasn’t reached, I should evaluate what could have been done better, and pivot to make it work in my favor.
Don’t be afraid of a change of plans. I thought I had my entire life planned out, but in 2020, everything changed and I decided to create my first business. Whatever is meant to happen will happen and there’s no time limit on greatness!
If you’d like people to connect with you, please share your favorite methods of contact.
Please reach out to me however you see fit! I love connecting with new people in cannabis. LinkedIn, Instagram, Website.