What do Snoop Dogg, Willie Nelson, Seth Rogan, Cheech and Chong and most recently, Mike Tyson have in common? Cannabis. Pop culture has long dubbed many of these celebrities as being synonymous with cannabis culture. However, these particular celebrities represent a stereotype and lifestyle that not everyone can relate to.

How Celebrities May Hurt the Cannabis Industry

Mike Tyson was recently asked by Malawi’s Agriculture Minister Lobin Low to become Malawi’s Cannabis Branch Ambassador. Malawi is eager to have Mike Tyson on board to help collaborate and navigate the cannabis industry. As cannabis rapidly becomes legal and more accessible, the idea behind attaching cannabis products and brands with celebrities is only growing more common. In recent years, the likeness of Tommy Chong has been leased out, Snoop Dogg has his own vape pen, Seth Rogan has his own weed strains; and that is just the tip of the iceberg. But is there any harm to associating such names of notoriety to cannabis?

Personally I fear that while trying to break the stigma surrounding cannabis use, the celebrities that have their hand in the industry project an image that isn’t the average person. It isn’t Pamela battling arthritis or Jim keeping PTSD at bay. It’s rappers, rock stars, actors who portrayed the “typical stoner” and a former boxer who was imprisoned for sex offences in the 1990s. 

“Tyson has said smoking cannabis helped improve his mental health and turn his life around.” (BBC News, 2021). While I’m sure that it has improved his mental health, it is not clear as to why Malawi wouldn’t have wanted a different celebrity who may project a more wholesome or positive image.

How Celebrities May Help the Cannabis Industry

On the flipside, there are several celebrities who as advocates for the legalization of cannabis could be the crucial piece to creating lasting change. As celebrities have been known to create influences on how the average person will feel about a certain item, brand or even political party, it’s no different for cannabis. “A recent poll showed that roughly 36 percent of Gen Zers, 32 percent of Millennials, 24 percent of Gen Xers and 19 percent of Baby Boomers admitted that, “celebrity opinions on political and social issues are effective in influencing their midterm vote.” (Hasse, 2021).

Where there is an advantage to having celebrity endorsements for the cannabis industry, comes in the form of Nicole Kidman, Melissa Etheridge and even athletes such as Magic Johnson. Those who project a more wholesome status may be an easier pill to swallow when faced with deciding on how one feels about the legalization of cannabis. 

Whether you are for or against celebrities being tied to cannabis, it is no secret that associating a celebrity to this semi-controversial drug is a great way to remember branding. As everyone scrambles to get in on the ground floor of the legalization of cannabis, don’t be surprised if you soon find yourself becoming more familiar with different strains and variations. Just as Coca-Cola is a popular drink by many in America, the brand Leafs By Snoop may become your favorite cannabis.

Resources

BBC News. 2021, November 24. Mike Tyson: Malawi asks former boxer to be cannabis ambassador. BBC News. https://www.bbc.com/news/world-africa-59406196.

Hasse, Javier. 2021, August 13. Why I Believe Celebrities Are a Key Piece in the Battle for Cannabis Legalization. Rolling Stone. https://www.rollingstone.com/culture-council/articles/celebrities-key-cannabis-legalization-1208766/.