Opinion

Are Celebrity CBD Endorsements Helping or Hurting the Cannabis Industry?

Celebrity CBD Endorsements
Mell Green
Written by Mell Green

Everyone today has heard about CBD (cannabidiol), a natural chemical compound found in nature that has been exploding in popularity lately. The cannabinoid is non-psychoactive and an essential component of medical cannabis. Instead of bringing a “high” as seen with psychoactive tetrahydrocannabinol (THC), CBD is mainly used for medicinal purposes and is said to help with stress reduction, improving sleep, addressing anxiety, and providing general well-being. CBD (derived from hemp plants that contain less than 0.03% THC) was legalized in all 50 states in 2018 under the Farm Bill, which has led many to consume the cannabinoid for its therapeutic benefits.

Given the long-standing stigma and prohibition of cannabis, we are still in the early stages of research aimed at proving just how beneficial this cannabinoid is for our health. However, it seems that celebrity endorsements have great influence on the wake of CBD, and have helped boost the cannabis industry as a whole. In order to make a product or service known, a traditional advertising strategy relies on brand endorsements. The idea is to let the mainstream know about a new product launch through a famous person or influencer in order to foster wide adoption.

In regards to the endorsement of CBD, the cannabinoid has been gaining wide acclaim due to many big names from outside of the medical world: think MMA fighter Nate Diaz, Whoopi Goldberg, Gwyneth Paltrow, Kim Kardashian West, and even celebrated doctors such as Doctor Sanjay Gupta, who stated, “I think there is a legitimate medicine here. We’re talking about something that could really help people.”

If you keep up with the Kardashians, then you know they never fail in throwing some of the best theme parties on the West Coast. To celebrate the arrival of her fourth child, Kim Kardashian threw a “Meditation and CBD” baby shower, which made big news and we’re sure had many curious minds flock to see what all the commotion was about. As of today, experts predict the industry to grow to $22 billion in America by 2022, with more and more people championing for its consumption.

So, what does this all mean? Put simply, celebrities have some kind of reach.

In an industry that relies largely on word-of-mouth marketing, celebrities have been an indispensable (and quite helpful) tool by using their resources to promote the many benefits of CBD, which can and will push the world closer and closer to full legalization of the cannabis plant. And, given the market predictions, this isn’t just wishful thinking.

Of course, like anything new, consumers interested in CBD should perform their own research to find real reviews, lab certifications, and contact information to have their questions answered before making their first purchase.

Image Credit: US Weekly

About the author

Mell Green

Mell Green

Mell is a published writer and advocate of the legal cannabis movement who’s dedicated to all things wellness. You can catch her work in a number of publications including Plant People, Cannabis.info, and the Weed Blog. She’s a proud volunteer of the National Hemp Association and enjoys consuming cannabis medicinally and recreationally.

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