Kate Miller and Anna Duckworth want to help women come out of the cannabis closet. The pair co-founded Miss Grass, an online magazine and shop that curates products with female cannabis users in mind. Together, they’re pushing back on the notion that only a certain kind of person smokes marijuana.
“Marketing, what has been out there historically, has really leaned into this stoner stigma and this male, lazy guy on the couch,” Miller told Cheddar. “One of the reasons we really wanted to launch Miss Grass was to authentically represent that modern consumer and allow her to get out of the cannabis closet and own her cannabis consumption. Whether that is for using it as a wellness tool or using it to get high.”
“We like to get high as well,” she added with a laugh.
For one egregious example of male-centric advertising, the duo point to a controversial new campaign for Ignite, the cannabis company run by poker player and Instagram celebrity Dan Bilzerian. Billboards featuring images of scantily clad women with the tagline “got grass” have popped up in Los Angeles.
“I can only speak on behalf on myself, but I take great exception to Dan Bilzerian and everything he represents,” Duckworth told Cheddar.
Bilzerian recently acknowledged the controversy caused by the sexist ads and issued an expletive-filled tweet in which he refused to apologize.
“It’s really a huge disappointment to see him try to align with the cannabis industry, specifically where the cannabis industry is going,” Duckworth said. “When we talk about inclusivity and diversity and representation we are not just talking about women. We’re talking about the social equity piece, diversity as it relates to race, gender, identities. Dan Bilzerian, who is like the height of heteronormative white male, is an embarrassment frankly.”
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Published: February 12, 2019