Re-framing cannabis as a recreational endeavor is an attempt to profit.
““Recreational cannabis use” is the most detrimental phrase our industry faces today.
Over half the U.S. population supports “recreational use” of cannabis. Unfortunately, those whose don’t support recreational use, oppose it vitriolically. “Recreational cannabis” is exactly what the opposition is fighting to prevent.
The flip side to this is that over 80% of Americans support medical cannabis use and over 85% support freedom in healthcare decisions. All of these statistics are trending upwards.
In the South, “recreational cannabis use” is a non-starter and a debate that cannot be empirically won. On the other hand, “medical cannabis use” is a debate we win. And we don’t need to manipulate our messaging to change the debate, we need only to correctly identify ‘medicinal use.’”
This argument is becoming strengthened by our increased understanding of the endocannabinoid system; emerging science of cannabinoids has revealed that a functional cannabinoid system is essential for our health.