Photo by Sergio Carrasco / Sergio Fabian Creative
According to market research firm Headset, the cannabis market is expected to reach $30 billion in sales by 2023 and $90 billion in 2026. With such a fast-paced industry that’s constantly evolving, there seems to be an evident shortage of female leadership and executive roles in cannabis.
MJBizDaily released a report about Women & Minorites in the Cannabis industry in late December. Their research notes that female executive representation plummeted to 22%, where it was 36.8% in 2019. Although these numbers are rather tough to look at, we must do our part and shed light on the many women in cannabis that make our industry as successful as ever.
Trulieve, one of the top 10 multi-state cannabis operators (represented by MATTIO Communications), is the only company in the top 10 with a female CEO. Trulieve reached new heights in October 2021 when the largest operator completed its Harvest & Recreation acquisition led by a core member of the founding team, Kim Rivers.
Rivers also played a vital part in executing the company’s “hub” model that allowed Truieve to expand operations and see incredible success in new and rising markets. Those under the wing of Rivers told Rolling Stone that she’s a hands-on leader who encourages teams to work together on a shared goal while offering needed feedback to improve operations.
The nation’s west lies California’s Amber Senter, who’s formulated initiatives to business owners of color that help them get on their feet as self-sufficient industry shareholders.
She’s helped boost the distribution platforms MAKR House, SuperNova Women, and EquityWorks! Incubator, while also working with Oakland’s lawmakers to create the very first social equity program in the nation. Today, that program has helped hundreds of entrepreneurs stand their ground in this ever-changing industry.
Green Thumb Industries’ SVP of Government and Regulatory Affairs, Dina Rollman. Rollman was instrumental in creating the company’s unique approach for community outreach. Green Thumb, also represented by MATTIO Communications, developed the company’s License Education Application Program, LEAP, comprising Rollman’s plans to relieve people of color in Illinois from the hardships of the legal licensing process.
Interestingly, in the same report by Headset, they note that Gen Z women are the fastest-growing demographic of cannabis consumers, which increased over the past two years by 151%.
With this in mind, it’s only fitting that more female cannabis entrepreneurs begin carving paths in the industry, which would only help companies review their marketing strategies and sell products to more specific audiences. In the wise words of Shania Twain…let’s go, girls.
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