The Women in Cannabis Study Seeks to Document Diversity and Inclusion

Ladyjane Branding and Wolfe Research & Consulting launch an academically rigorous study about equity among women and non-binary professionals in the cannabis industry.
By: The Women in Cannabis Study
Visit WomenInCannabis.Study for more information.
Visit WomenInCannabis.Study for more information.
PORTLAND, Maine - Feb. 5, 2020 - PRLog -- (Portland, Maine) – In early March, the Women in Cannabis Study (WICS), a global, comprehensive quantitative study developed to explore, document, and ultimately support women's participation in the cannabis industry, will announce the first results of its survey measuring diversity and inclusion.

The study was founded in July 2019 by Jennifer Whetzel of Ladyjane Branding and thereafter joined by U.S. research lead Dr. Nicole Wolfe of Wolfe Research & Consulting and video partner Windy Borman of DVA Productions, Canada research lead Anne-Marie Fischer of CannaWrite, and U.K. research lead Dr. Callie Seaman. The organization's mission is to tell the stories of women and individual women's stories—with data.

The study asks hard questions with the hope of understanding women's work histories and professional trajectories and reveals their roadblocks to success, including their experiences with bullying, harassment, discrimination, and disrespect. Questions in the survey seek to identify women and non-binary participants as groups and individuals and amplify inclusivity for underserved or overlooked voices in an industry that is now estimated to be worth $10 billion. Gender expression, race and ethnicity, sexuality, and whether women are able-bodied or have the support and means to thrive in the cannabis industry are the focus of the survey.

The Women in Cannabis Study aims to not only include CEOs and people in the C-Suite but its agenda includes learning more about women at all career levels and job types, such as bud-tenders, growers, scientists, extraction and edibles manufacturers, lawyers, doctors, and activists.

By collecting data and providing academically rigorous findings, thought leaders can determine the education, policies, procedures, actionable recommendations, and real, workable solutions to improve equity, diversity, and inclusion.

The study will frequently release robust content that reveals results through a series of academic journal-style articles, videos, webinars, and media-rich content with monthly themes relevant to the untold stories of demographics, psychographics, cannabis consumption, prior experience, balance and self-care, discrimination and allyship, and a host of relevant topics, which can be accessed for a fee. Quarterly and annual results will also be reported.

Whetzel is driven by the social-impact component of inclusion within the industry and says, "We will be telling the stories of women's professional experiences in cannabis with the goal of transforming the industry into one where women can succeed and thrive."

The study invites industry-wide unity to help allies better understand opportunities for leadership, mentorship, and work/life balance.


About the Women in Cannabis Study (

The Women in Cannabis Study (WICS) is an academically rigorous, global, comprehensive quantitative study that explores, documents, and ultimately supports women's participation in the cannabis industry. This groundbreaking study supports the development of actionable recommendations and strategies to make the cannabis industry equitable and inclusive for everyone. The WICS mission is to tell the story of women as well as individual women's stories—with data. The study was developed by Jennifer Whetzel, founder of Ladyjane Branding, and was joined by U.S. research lead Dr. Nicole Wolfe of Wolfe Research & Consulting.

About Ladyjane Branding (

Ladyjane Branding empowers entrepreneurs to build a smart, strategic, and consistent brand identity. Founded by veteran marketing executive Jennifer Whetzel, Ladyjane has simplified the branding techniques used by Fortune 500 companies. Her signature creations include the Two-Hour Brand Makeover, Ladyjane's Brand Archetype Quiz, and an Archetypal Segmentation Model—all designed to provide inspiration and guidance to help brands create deep emotional connections with consumers, multiply the effects of marketing and advertising, and increase their company's value.

Kahshanna Evans
Source:The Women in Cannabis Study
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