From naughty to nice

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How do “politically contested” products become more acceptable?  A recent article in the Journal of Consumer Research investigates the recreational cannabis market to find an answer.

The researchers found that new products that resemble more widely acceptable products have broken down some of the stigma.  In other words, a beautiful THC-infused truffle looks much different than the pot brownie you might have consumed in college. A colorful K-Cup style pod looks a lot friendlier and classier than a baggie full of weed.  These new product forms have helped distance cannabis from illicit, black-market connotations.

How the products are used also makes a difference.  Smoking in all forms is generally frowned upon today. Therefore, although it’s culturally acceptable for a stressed-out mom to go upstairs and indulge in a bath bomb that happens to contain cannabis, it’s a little less acceptable for her to sneak upstairs to smoke a joint.

The packaging is relevant, too – the higher-class the packaging, the better.  And non-cannabis ingredients like juniper and peppermint can also help break down the stigma. So, even if you don’t personally use cannabis, your perception of cannabis still matters because if it’s more acceptable in the mind of the non-user, that reduces the social stigma.

The authors describe some watchouts. Packaging can’t be so appealing that children are enticed by it. And certain product forms (e.g. a cannbis chocolate bar) can invite overconsumption.

They also suggest this research may also contain clues for how to de-legitimize certain products, like single-use plastics or conventional automobiles.