Dispelling Cannabis Misconceptions: The Indica-Sativa Dichotomy
In the ever-evolving landscape of the cannabis industry, few terms hold as much significance, or are potentially as problematic, as Sativa and Indica. While the scientific community has long agreed these terms do not correlate to potential effects - i.e. Sativa is associated with an “uplifting/head high” and Indica with a “sedative/body high”- the average budtender is still using them in an attempt to help customers achieve their desired experience with various cannabis products. This often leads to inconsistent experiences and disappointment among cannabis consumers.
Research from experts like neurologist and cannabis scientist Dr. Ethan Russo challenges the validity of using “Sativa” and “Indica” classifications to predict the effects of cannabis varieties on users. In an interview with Daniele Piomelli of Cannabis and Cannabinoid Research, Dr. Russo says, “The sativa/indica distinction as commonly applied in the lay literature is total nonsense and an exercise in futility. We would all prefer simple nostrums to explain complex systems, but this is futile and even potentially dangerous in the context of a psychoactive drug such as Cannabis.”
Acknowledging this disconnect, regulatory bodies like the Missouri Division of Cannabis Regulation (DCR) have stepped in, issuing guidelines to curb the misleading use of terms like Sativa and Indica on product packaging. Importantly, the guidance prohibits referencing “Sativa,” “Indica,” or “Hybrid” as indicative of the side effects or behavioral effects of usage, underscoring that such designations do not accurately describe the effects of the product. These directives signal a crucial shift towards more accurate and responsible consumer education.
In a Reddit thread discussing this new directive from the DCR, user @therustycarr says, “I think we can do better than Indica and Sativa, but I don't have any suggestions and I haven't seen anything ready to take its place. On my own I equate Indica with a body high and sativa with a mind/head high. As inaccurate as that is, it works well enough.” Similar sentiments were echoed throughout the sixty-three comments on the topic. As industry leaders, the onus is on us to elevate standards and keep pace with new developments in cannabis science.
If the traditional labels of "Sativa" and "Indica" no longer suffice in guiding customers, what alternatives do we have? While awareness of terpenes and the wide variety of cannabinoids the plant has to offer has grown, the cannabis industry has yet to put these concepts into a framework that is a standard within our industry. A focus on accessible education around cannabinoids and terpenes for both budtenders and customers alike needs to be a more prominent discussion. The training program at Stone(d) Consulting puts an emphasis on synthesizing the complexities of cannabis science into accessible talking points that any budtender can not only understand, but effectively communicate to customers in a way that increases trust and drives higher average transaction values.
The conversation among cannabis consumers has already begun, and regulators are starting to take note of research such as that of Dr. Russo. So, how can you put your business ahead of the curve here? A tried and true rule of sales has always been to know your product, but when the product is as complex as cannabis, it poses a real challenge for business owners looking to have a well-trained and effective retail sales team.
As the frontline ambassadors of your brand, budtenders play a pivotal role in shaping the customer experience. From guiding newcomers through their cannabis journey to providing expert recommendations for seasoned enthusiasts, budtenders’ expertise directly influences purchasing decisions and customer satisfaction. By investing in thorough education, you not only empower your team to confidently navigate the nuance of cannabis sales, but also instill trust and credibility among your clientele.
If you would like to know more, or discuss how I can help bring your budtenders to the forefront of the industry while increasing your average transaction value and positive online reviews, then please reach out to me via the contact card on my website, or feel free to email me directly at Brittney@stonedconsulting.com.
Sources:
Piomelli D, Russo EB. The Cannabis sativa Versus Cannabis indica Debate: An Interview with Ethan Russo, MD. Cannabis Cannabinoid Res. 2016 Jan 1;1(1):44-46. doi: 10.1089/can.2015.29003.ebr. PMID: 28861479; PMCID: PMC5576603.
https://health.mo.gov/safety/cannabis/pdf/sativa-indica-and-hybrid-terms-on-packaging-022724.pdf
https://www.reddit.com/r/MDEnts/comments/1b2b2rd/indica_vs_sativa_vs_hybrid_banned_in_missouri/?rdt=56970&xpromo_edp=enabled
