BIPOC WOMEN IN CANNABIS
Written by: Aly K. Benson
AKB is a biracial indigenous media personality & digital strategy consultant in the Canadian cannabis industry based out of Abbotsford, BC.
"Working in such an immersive space like cannabis is a journey in itself."
-Kim Waterhouse, CEO & Founder of Rilaxe and OLAV
The North American cannabis industry has been one of the fastest-growing and most profitable industries in recent years. However, despite its potential, the industry still has a long way to go regarding diversity and inclusion, especially for BIPOC, female-identifying persons, and the LGBTQ+ communities.
The lack of representation and the discriminatory practices experienced by BIPOC women in the cannabis industry are significant issues that must be addressed. A more inclusive industry would benefit not only the individuals involved but also the industry as a whole. It would also better serve a diverse consumer base and create more opportunities for innovation and growth, which is why many women lean towards a multi-angled approach to begin their cannabis careers.
BIPOC Women & Their Work
The "Women & Minorities in the Cannabis Industry" report by Marijuana Business Daily found that women of color face additional entry barriers, including limited access to funding and networking opportunities. In addition, the report reveals that despite accounting for over 50% of the US population, women only hold a quarter of executive positions in the cannabis industry.
For example, from 1978 - 2018 (table below), statistics reported percentages grew almost three times for women working multiple jobs. And after speaking with various women about their experiences, many have decided to follow the growing trend five years later. Essential reasons behind taking on multiple roles vary from inflation impact, financial security, and drive to be an example of success and inspiration to others.
As you can see, women have been increasingly putting in double the work, a proportionately significant amount than men. Though there may seem to be a larger disadvantage for women, there will always be a large advantage for driven, self-aware workers. Recognizing your unique skills and strengths to find your niche that aligns with the values and goals you have set for your career. Being aware and informed about your network can help you understand what work to take on, the best-fit partners for you, or long-term positions in cannabis, resulting in a strong trajectory to your future. By staying up to date with industry developments and building a supportive community, you can establish a solid foundation for a career in cannabis.
Q&A with Canadian BIPOC Women in Cannabis
Two BIPOC women have been making waves in Canada's recreational market since its establishment in 2019: Tawana Toussaint-Johnson and Kim Waterhouse. Tawana became a well-known cannabis community leader as a budtender in Winnipeg. She now has roles as Brand Ambassador at Sticky Greens and Social Media Manager & Content Creator at Babette's Cannabis. She also runs her own social media platform on multiple channels. Kim is the Founder and CEO of the brand Rilaxe and her newly launched marketing firm OLAV. We asked these interviewees to give insight into their experiences as BIPOC women in the cannabis industry and any advice for others looking to tackle this niche market. We hope to open that door to BIPOC women who are interested in gaining insights on building and growing a career in cannabis by learning firsthand from experienced BIPOC cannabis industry women, Tawana and Kim.
Tawana Toussaint-Johnson
Question: Tawana, what advice do you have for female-identifying individuals looking to get started in the cannabis industry in multiple areas of work?
Tawana's Answer: "I believe being a passionate consumer and showing genuine interest in learning about cannabis and all its complexities is extremely valuable. I entered the industry in 2019 and knew very little about cannabis but consumed it often. I wanted to be open about my relationship with cannabis instead of feeling ashamed for enjoying it."
TawAna has a long-standing social media presence in the cannabis industry, educating viewers and sharing a peak into first-hand experience working in recreational stores in Winnipeg. But where did it all begin? She shared where her career kicked off and how she stays motivated to continue building her platform and career and said, "I got my foot in the door by expressing interest in learning more to share that information with others. Everyone in this industry knows this space is very data-heavy, and the learning never stops. My passion is ultimately what keeps me optimistic and patient in making positive change for the community."
Kim Waterhouse
Question: As a business owner, what advice do you have for female-identifying individuals wanting to start their own business?
Kim's response: "Always be humble, be hungry, and don't stop that grind. Those who work harder for it will find their own success. Build a team that'll influence and support you because they'll be your pillars to lean on when you decide to invest in yourself. Be minimal. As a small business owner, you start to learn that you need to grow before you scale. Keeping things in-house will help minimize overhead and give you the experience of what it's like building your own brand and business."
Kim began building the plans of Rilaxe in her early twenties, and since its official launch after legalization, it's become a famous brand in various provinces in Canada. From health-conscious options of dried fruits, becoming one of the first edibles to be approved in Quebec, to their freshest drop Berry Blunts, Rilaxe has established itself as a leading female-owned brand. Her other business venture includes OLAV, a cannabis marketing sales agency specializing in product development and branding. When asked, how do your team(s) handle such a heavy workload? She responded by saying, "as a young BIPOC female CEO, we built Rilaxe from the ground up and decided to invest in our dreams," and encouraged young entrepreneurs to do the same, stay positive and push forward.
Looking Forward
The North American cannabis industry has been working towards a more equitable representation and opportunities for BIPOC women and female-identifying persons, though there is always more to be done.
Even when women and BIPOC individuals can enter the industry, they may still face discrimination and harassment. A 2021 report titled "Breaking the Grass Ceiling: Women, Weed and Business" by Headset and Whitney Economics found that 80% of women in the industry have experienced some form of discrimination or harassment, and women of color are more likely to experience this mistreatment.
Initiating significant change requires addressing the barriers to entry, fostering a more inclusive culture, and supporting the growth of women and minority-owned businesses in the industry. By doing so, the industry can maximize its potential and continue to drive economic growth and innovation.