This year, The TOKE Agency made waves at the Benzinga Cannabis Capital Conference. Amid the whirlwind of vendors, meetings, and panels, one thing stood out: the overwhelming majority of attendees were men. While incredible women-owned brands and trailblazing companies were present, driving innovation in the cannabis space, the broader picture painted a different reality. A sea of suits still dominated a room buzzing with big ideas and potential.

This contrast is striking. Especially considering women are outpacing men in cannabis purchasing and pioneering some of the grooviest brands, yet industry spaces still reflect an outdated reality. Clearly, the cannabis market is evolving, but are brands evolving with it?

The numbers don’t lie—if brands continue to overlook the preferences and needs of women, they’re missing a significant piece of the puzzle. It’s not just about creating pink-packaged products or slapping “for her” on a label; it’s about understanding what women want from cannabis and designing thoughtful strategies to meet those needs. Women aren’t a niche audience—they’re the future of the cannabis market, and it’s time to make sure the industry is paying attention.

The Growing Influence of Women in Cannabis

Women Are the New Power Players

Women are increasingly shaping the cannabis industry. For the first time, young women are outpacing men in cannabis consumption, with 55% of users on platforms like Jointly identifying as female. They’re also spending more, with an average purchase of $91 compared to $89 for men. This shift is transforming the market as women turn to cannabis, making them a key demographic that brands can’t afford to overlook.

This purchasing power translates into influence. Women are not just buying cannabis; they’re trending the market through their preferences for discreet, health-focused products like edibles, beverages, and topicals. Their choices directly influence product development and marketing trends, proving that brands that connect with this audience stand to win big.

Women are making their mark in the cannabis industry, driving innovation with purpose. Take Hello Again, for example—a brand revolutionizing women’s wellness with cannabis-powered products designed to holistically address menopause symptoms, sleep issues, and period relief. Or The TOKE Agency, a women-led marketing powerhouse dedicated to helping cannabis brands grow and succeed. These companies exemplify women’s influential role in shaping the future of cannabis.

Yet, despite this progress, gaps remain. According to Flowhub, women hold just 16% of ownership positions in cannabis businesses, down from 21% in recent years, and account for only 39% of executive roles. These numbers highlight a disconnect between women’s growing influence as consumers and their representation in leadership—a gap the industry must address to truly evolve.

The Legacy of Ignoring Women

A Missed Opportunity That’s Costing You

For years, cannabis marketing was all about the “bro culture“—stoner jokes, bold graphics, and hyper-masculine vibes catered to a stereotypical male audience. Women? Barely a blip on the radar sidelined as consumers and in the industry’s storytelling. While the market has come a long way, some brands are still stuck in the past, clinging to outdated strategies that miss the mark with the demographic driving today’s growth. It’s time to catch up.

Historically, cannabis marketing overlooked its female counterpart, sidelined by lingering stigma around their consumption. Campaigns and products focused on recreational use, ignoring the wellness and lifestyle benefits sought. Even today, 66% of women still hide their cannabis use, highlighting the lasting impact of outdated narratives. This disconnect created a massive gap—overlooking growing purchasing power and the diverse ways women embrace cannabis while actively costing your brand money.

So, how do you bridge the gap and tap into this powerful demographic? It starts with rethinking your packaging, messaging, and product offerings. Women are drawn to designs and language that feel approachable, ingredient-focused, and intentional—packaging that reflects relaxation, self-care, and real-life benefits builds trust and loyalty. 

At the same time, women gravitate toward products that work, especially those crafted with premium ingredients to address sleep, stress, and relaxation. By aligning with their values and delivering functional solutions, brands can create meaningful connections with this influential audience. 

It’s time for companies to take notice of their largest purchasing power: women. The “one-size-fits-all” marketing approach isn’t just outdated—it’s a missed opportunity in a rapidly evolving market. Females are driving purchasing growth, shaping trends, and fueling sales in the cannabis space, particularly in wellness-focused categories. Brands that fail to connect with this influential audience risk falling behind in a competitive landscape where inclusivity and innovation are no longer optional—they’re essential.

Shifting the Narrative

Know Your Audience—Do You Really See Her?

Recognizing women as the powerhouse behind cannabis growth is just the first step. To truly make an impact, brands need to go deeper. Women aren’t just buying cannabis; they’re reshaping the culture and raising the bar. They’re calling for products that fit seamlessly into their lives and marketing that actually gets them. Ignoring these shifts isn’t just a missed opportunity—it’s a fast track to irrelevance in a market where innovation and inclusivity reign supreme.

Key Behaviors of Female Cannabis Consumers 

Women bring a unique mindset to cannabis, and understanding their habits is key to building lasting connections. They tend to prioritize wellness over recreation, gravitating toward products that help them relax, manage pain, or improve sleep. Edibles, tinctures, and topicals are top picks—categories that align with their focus on health and functionality. Beyond the products, they are drawn to brands that reflect their values, like sustainability, transparency, and championing women-owned businesses. In short, women want more than just cannabis—they want a brand they can trust and a product that fits seamlessly into their lives.

Crafting Marketing That Resonates

Marketing to women isn’t about slapping on a generic tagline but building genuine connections. They want to see themselves reflected in campaigns celebrating their individuality and speaking to their needs. It’s about creating a sense of community with inclusivity and offering more than just a product—think wellness, empowerment, and transparency. Highlight where your ingredients come from, explain the benefits, and show you get them. That’s how you build trust, credibility, and a loyal audience that keeps coming back.

For Example:

• Highlight real-life benefits like improved sleep, reduced anxiety, or enhanced relaxation instead of fixating on “high potency.” Show how your product fits into women’s wellness routines in meaningful ways.
• Use authentic visuals celebrating diversity and relatability, steering clear of tired clichés or surface-level tokenism. Representation should feel genuine and inclusive.
• Develop educational content that equips women with the knowledge to make confident, informed decisions. Whether seasoned users or new to cannabis, provide resources that empower and inspire trust.

By truly seeing and understanding your female audience, you’re not just selling a product—you’re creating a brand they feel connected to, loyal to, and excited to champion.

Why Brands Need to Act Now

The Cost of Waiting

The economic potential of tapping into the women’s cannabis market is too big to ignore. Women are driving the industry forward, making up a rapidly growing segment of consumers and accounting for more than half of dispensary sales in some areas. The shift toward wellness-focused products and inclusive messaging isn’t just a trend—it’s the future. 

Outdated marketing strategies rooted in “bro culture” or male-centric branding simply don’t resonate with today’s diverse audience. If you’re still relying on messaging that worked five years ago, you’re not just out of touch—you’re losing revenue. Female purchasing power isn’t a trend; it’s the future of cannabis, and ignoring it could mean alienating half of your potential customer base. Brands that don’t adapt now risk losing their spot in a market that’s redefining itself around the needs and preferences of this influential demographic. Don’t get left in the dust.

Practical Tips for Brands to Evolve

Want to connect with women in cannabis? It’s time to level up your approach. Start by understanding their needs through solid market research, bringing women into leadership roles, and collaborating with organizations that champion females in the industry. These moves boost your credibility and show you’re serious about aligning with a demographic driving the industry forward.

Invest in Market Research

Understanding what women want from cannabis brands is key. Conduct surveys, host focus groups, and analyze purchasing data to learn about their preferences, values, and consumption habits. This insight will help you create products and messaging that truly connect.

Hire Women Leaders

Representation matters. Women in leadership roles bring unique perspectives that can help align your brand with female consumers. From product development to marketing strategies, having women at the table ensures your brand reflects their needs and experiences.

Partner with Women-Focused Organizations

Collaborate with organizations and communities that support women in cannabis. Sponsor events, support female entrepreneurs, or co-create campaigns with women-owned businesses. These partnerships boost your credibility and demonstrate your commitment to empowering females in the industry.

Support Women-Owned Businesses

Put your money where your mission is. Partner with women-owned cannabis businesses or collaborate with female entrepreneurs to create something meaningful. Sponsor events that uplift ladies in the industry or team up on campaigns that highlight their work. These partnerships amplify your impact and show your commitment to empowering women—and consumers notice.

By acting now, cannabis brands can position themselves as inclusive, forward-thinking leaders in a rapidly evolving market. The time to embrace women’s influence in cannabis isn’t tomorrow—it’s today.

Women Are Shaping the Future of Cannabis

Let’s break it down: Women are steering cannabis sales, leading groundbreaking companies, and shaping the future of this industry—yet they’re still an afterthought in too many marketing strategies and boardrooms. That’s a significant miss, and it’s time to flip the script.

Here’s the deal: brands that fail to recognize, celebrate, and cater to women in cannabis are setting themselves up to lose. Women aren’t just a consumer segment—they’re the industry’s heartbeat, driving trends, influencing loyalty, and redefining what cannabis culture looks like.

Empowering women isn’t just the right thing to do—it’s a winning business move. By embracing this shift, the cannabis industry can tap into untapped potential, foster authentic connections, and build a future that’s as inclusive as it is profitable. Women are the future of cannabis, and it’s time we treated them like it.

Key Takeaways

• Craft Thoughtful Packaging and Messaging: Women value wellness-focused designs and messaging that highlight relaxation and real-life benefits. Inclusive branding builds trust and loyalty with this key demographic.
• Support Women-Owned Cannabis Businesses: Partnering with women-owned brands like The TOKE Agency shows commitment to inclusivity and innovation while amplifying your impact in the industry.
• Adapt to Women’s Influence in Cannabis: Women drive demand for health-focused products and shape industry trends. Align your strategy now to stay relevant and capture this growing market.