If the cannabis industry wants to truly normalize cannabis use
in American culture, it's time to start shaping public
perception through entertainment, not just policy. For decades,
alcohol and tobacco didn't just grow their markets through
lobbying; they embedded their products into the cultural fabric
through Hollywood. From James Bond's vodka martinis to
Marlboro's cowboy cool, these industries understood that the
story matters as much as the statute.
Cannabis, by contrast, is still largely stuck in the shadow of
the "stoner" trope—flat, juvenile characters who
reinforce outdated stereotypes rather than reflect the diversity of
real cannabis users today. That must change. Despite legalization
expanding, the stigma is not fading quickly enough. The industry
has an opportunity to change that. That means investing in content
and partnerships that show responsible use by professionals,
elderly patients, veterans, parents, and everyone in between. If we
want cannabis
