Mindset Matters: Shaping Attitudes to Spark Change in the Cannabis Industry

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By Shaniece N. Fullove, MPA

In March 2020, COVID swept the nation with fear and uncertainty. Amid the chaos, Illinois made a surprising decision: cannabis was deemed an essential need. Both medical and recreational dispensaries remained open—just like hospitals and clinics.

At first, many questioned how responsible this was. Yet it sparked a bigger conversation: Is cannabis evil or simply misunderstood?

As a dispensary associate, I saw firsthand how people from all walks of life came to be educated and medicated. Moms stuck at home, grandparents battling sleepless nights, and professionals under stress all turned to cannabis for relief. This created an opportunity for the industry to meet consumers where they were and reshape perception through education.

Brands began training associates to engage audiences with empathy and clarity. Messaging shifted to build trust, reduce stigma, and connect with distinct groups like Newbies, Old Heads, Moms who toke, and Boomers (65+).

The results spoke volumes. In March 2020 alone, Illinois adult-use cannabis sales reached $35.9 million, with $27.1 million from residents and $8.8 million from out-of-state consumers (Illinois.gov).

By centering education and empathy, the industry shifted attitudes and behaviors. What started as a controversial decision proved transformative: cannabis became not only accepted, but essential.