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Letter from the Editor

Presentation Has Power





A recent study published in Social Psychological and Personality Science specifically studies how formal attire changes people’s thought processes. “Putting on formal clothes makes us feel powerful, and that changes the basic way we see the world,” says Abraham Rutchick, an author of the study and a professor of psychology at California State University, Northridge. Rutchick and his co-authors found that wearing formal clothing makes people think more broadly and holistically, rather than narrowly and detail-oriented.

People often say dress for the job you want, not for the job you have. Formal menswear mogul George Zimmer knew this psychological fact instinctually, even at an early age. His obsession with suits and the luxury of the perfect fit helped him create an empire of innovation, invention and success, with a lot of style.

The cannabis sector has seen this same psychological effect take hold and help shape our growth as a culture and industry. The original “stoner culture” that birthed the bright and shiny cannabis culture we all know now started without much thought into how it appears to others, its presentation or its packaging. Now, the cannabis world is a thriving and booming industry where presentation is of the utmost importance—to change stigmas, misrepresentations and decades of anti-cannabis propaganda.

With countless tragic events occurring every day, all over the world, it is important to consider how the visual presentation of ideas affects people, positively and negatively. In our industry, cannabis legalization and medical access is the most important shared goal—we are looking to help each other, whether it’s through groundbreaking natural medical treatments or through decriminalization of a natural plant, no one in this industry is trying to harm anyone else. It’s all about the betterment of our society, our community and our world.

Taking time to shape our message to the world and to each other, with attention to presentation and respect, can only help our ongoing fight for legalization, access and worldwide peace.

Evan A. Senn