Mother’s Day always gets me thinking about the incredible Moms in my life – my mom, my grandmothers (both of blessed memory), my wife, and my mother-in-law. I wouldn’t be who I am without them. And working in cannabis, I’ve been lucky to get to know a whole new generation of incredible moms who are reshaping what wellness, parenting, and cannabis consumption can look like.
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I’ve even consumed cannabis with my mom. It was one of those rare, honest, connective moments – the kind that reminds you how much this plant can offer when it’s stripped of stigma. It wasn’t about getting high. It was about relaxing, laughing, and sharing space together. That experience stuck with me, especially because I see so many moms looking for alternatives that feel good and do good. Cannabis – when it’s marketed and messaged the right way – can offer exactly that.
Moms Are the Market
Let’s be real: if you’re a cannabis brand not thinking about how to reach moms, you’re missing one of your biggest opportunities. Women make the majority of household purchasing decisions in the U.S., and moms are often the ones researching, buying, and recommending wellness products to their circles. They’re the original influencers – long before the word was digitized.
And yet, cannabis marketing to moms often falls flat. It’s either overly sanitized wellness speak or cringey stereotypes. Moms are smart. They’re busy. They’re intentional. They deserve better.
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Brands like House of Puff get this. They’re creating products that are stylish, educational, and built specifically with women in mind. They’re not talking at women – they’re talking to them about art, culture, and cannabis in a way that feels natural and empowering. And ayrloom is making some of the most mom-friendly cannabis products on the market. Their line of infused beverages is a favorite among cannamoms for a reason: they’re approachable, low-dose, and actually taste good. Eaton Botanicals is another brand leaning in with intention — their Gal Pal gummies are formulated to support women’s wellness and offer a functional, feel-good option that meets moms where they are.
This shift is even reshaping the dispensary experience. Alta Dispensary in Chelsea has designed a cannabis retail space with women in mind, building a thoughtful environment and hosting regular women-focused wellness programming. It’s a sign that when moms are centered, cannabis becomes more inclusive, welcoming, and practical.
This Isn’t a Trend — It’s a Shift
I’m proud to work with so many cannamoms who have replaced booze with cannabis and say they feel better, sleep better, and show up more fully for their families and themselves. This isn’t a trend or a “Wine Mom” rebrand – it’s a real shift in how moms are thinking about wellness, connection, and self-care.
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Of course, stigma still lingers. But it’s fading, thanks to honest conversations and brands that are willing to lead with education instead of hype. That’s why companies like Alibi Cannabis – women-founded and values-driven – matter so much. They’re not relying on the “women-owned” label as a marketing ploy. They’re doing the hard work: creating high-quality products, building trust, and showing that women aren’t just a checkbox on a DEI form – they’re leading this industry forward.
Here’s What Brands Need to Get Right
If you want to reach moms, skip the clichés. Start here:
- Educate, don’t assume: Moms want to understand what they’re consuming and why. Clear information, approachable language, and transparent sourcing go a long way.
- Respect her time: She’s not spending hours reading a terpene chart. Make it easy. Make it clear. Bonus points if it fits in her tote bag next to the snacks and sunscreen.
- Normalize it: Cannabis isn’t a guilty pleasure. It’s part of a wellness routine. Treat it that way — with the same normalcy you’d give to a yoga class or a green juice.
Celebrating the Real MVPs
Moms aren’t just a demo — they’re culture shapers. They’re actively redefining what self-care, wellness, and responsible cannabis use look like in real life. It’s not about hype. It’s about real stories, real needs, and real shifts in behavior.
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This Mother’s Day, let’s celebrate moms who are unapologetic about doing what works for them. Moms who are informed, curious, and ready to talk openly about cannabis. Moms who are choosing clarity, calm, and connection — and helping normalize those choices for everyone else.
Here’s to the cannamoms. They’re not just part of the conversation — they’re leading it.
*This article was submitted by a guest contributor. The author is solely responsible for the content.