This post was originally published on this site.
Join NY Cannabis Insider for our next full-day conference on Sept. 21 at the Pearl Street Grill & Brewery in Buffalo. Tickets will sell out.
Stella Morrison is the founder and content strategist at CannaContent, a cannabis marketing firm that offers clients a range of services, from writing and SEO through web design and brand development. In the newest entry of “NY’s women in cannabis,” Morrison talks about how and why she launched her company, and name drops the women who inspire her to do good.
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?
CannaContent was born in the newsroom. My co-founder Adam Uzialko and I met during our time producing award-winning coverage in central New Jersey. After our time in the newsroom together, Adam freelanced at my content writing agency and still had his foot in the news world, where he reported on the cannabis beat.
Cannabis industry folks constantly emailed him asking for writing help. He asked me for advice on these prospects, and by the end of the conversation, it was clear to us that this was a business. He introduced me to our rockstar creative powerhouse, our Chief Creative Officer Brie Brewer, and the three of us made CannaContent while sitting in the Whole Foods cafeteria in Bryant Park.
That was in the summer of 2017, and we’ve been growing ever since.
Why do you think women are so underrepresented in leadership roles in cannabis?
Women face an uphill battle in all industries, and some of those issues are amplified in cannabis. These issues are compounded for BIPOC women and gender non-conforming (GNC) people.
First and foremost is access to capital. Women-owned businesses are historically underfunded. The struggles in cannabis banking – let alone securing a loan – make capital even harder to obtain. There’s also burnout. I don’t need to tell NY Cannabis Insider readers how fast-paced cannabis can be. Balancing that with things like taking care of sick family members, which often falls to women, makes keeping up a challenge. Not to mention, it’s not uncommon for folks in cannabis to work more than one job. There are simply not enough hours in the day to handle it all. Finally, let’s not forget that the cannabis industry is not immune to the sexism that’s so pervasive in other industries. Women aren’t going to stick around if they don’t feel safe and heard.
What are some ways in which companies can support gender diversity at senior levels?
Support a flexible work environment for everyone. Remote work options should be the minimum. Consider flexible working hours outside a traditional 9 to 5. Ask what you can do to accommodate and be sure to follow through. Your words are just as important as your actions. Defend women and GNC folks from sexism and discrimination. If you hear derogatory remarks of any kind or notice women and GNC folks being ignored in a business setting, please step up.
Shout out your other favorite women-owned or women-led businesses in the industry.
There’s an endless list of women in cannabis who I admire and inspire me to do good. A few of them are:
Tracee McAfee, CEO of the cannabis curing technology Cryo Cure. Being a female CEO in cultivation is rare, and Tracee has overcome some incredible obstacles to introduce the world to a whole new category of cannabis flower. I’m incredibly lucky to work with her.
Sarah Ahrens, CEO of True Labs for Cannabis. She broke ground in an incredible way, as True Labs is the first certified woman-owned cannabis laboratory on the East Coast. She often speaks of the struggles women face in securing capital.
Fatima Afia, Jessica Gonzalez, and Lauren Rudick of Rudick Law Group. These three women have guided me through my biggest challenges as a business owner with profound wisdom and impeccable professionalism.
Women Grow NYC – they were my first introduction to cannabis in New York and hold a special place in my heart. Gia Moron’s leadership over the last few years has left an indelible mark on the cannabis industry here.
Tanya Osborne and The CannaDiva – Tanya has been here since Day One. She is a cheerleader and a rock for women in the cannabis space.
Kristin Jordan, who has one of the sharpest minds and kindest hearts in cannabis. It’s an honor to learn from her.
Kimber Arezzi, whose tireless advocacy, and unstoppable drive are an important reminder that we are all here for patients.
And of course, the women of CannaContent – Brie, Moeima, Rita, Jordan, and Sam, who I am so blessed to be around every day.
Who/what are your favorite tools and resources in the industry?
CannaContent has been a member of the Cannabis Marketing Association since its inception. It’s an incredible treasure trove of resources and networking for cannabis marketers, and I’ve built some of my most valuable partnerships there. I cannot recommend CMA highly enough for anyone in a marketing role in the industry.
What advice would you give your 25-year-old self? What advice would you give to the next generation of women leaders?
The answer is the same for both: Don’t underestimate yourself. You know what you’re talking about, you’re talented, and you’re ready to take the world by storm!
If you’d like people to connect with you, please share your favorite methods of contact.
Please reach out on LinkedIn at linkedin.com/in/stellamorrison.