All across the cannabis industry, badass women are making their mark and keeping the wheels of business turning. In honor of Women’s History Month, we’re profiling some of the best in the biz. Lauren Drury, director of marketing, B2B at Greenlane, is hustling in the legal cannabis industry and wants to make sure that the setting becomes more socially equitable as cannabis moves forward. CULTURE caught up with Drury to learn more about her contributions to the industry and her ongoing work with Greenlane.
How did you get started in the cannabis industry, and what drew you to it?
I loved the idea of being at the forefront of a growing industry. I was first introduced to Greenlane by a friend, and the rest is history!
What do you think needs to be done better to make the industry more equitable?
Creating a more equitable industry means further understanding the idiosyncrasies of cannabis’ evolving consumer base. The demand is out there—it’s up to brands in the space to develop the tech and reach their audiences as best as they can within the parameters of regulations! Brands should consider cross-categorization and develop more multiple-use products beyond cannabis. If the industry makes a universal effort to destigmatize certain aspects of cannabis culture, it will further connect consumers to the products they need.
As a woman, what challenges do you face in the industry, and also what unique advantages do you think your perspective gives you?
Women bring a unique perspective, regardless of the industry! Being in the position that I’m in at a leading company in the space, not only do I have the platform to help drive products geared towards our female demographic, but I also have the opportunity to serve as a role model for young women that want to grow within the space.
Is there anything you want to highlight in terms of new projects or announcements?
There are lots of exciting things happening this year, including Greenlane’s recent acquisition of Eyce, an industry-leading brand for silicone pipes and accessories. We also have some amazing partnerships coming soon, like the Higher Standards and Last Prisoner Project collaborative product line. The partnership with the Last Prisoner Project is one of many initiatives Greenlane is taking this year to help make a meaningful impact in our community, and I’m proud to be a part of it!
Is there anything else you’d like to add?
As competitive as the industry is, I believe there are a ton of opportunities for new businesses to step in. As cannabis continues to become more acceptable, consumers will grow increasingly discerning and demand products that cater to their specific tastes.
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