The Laurier Milton Lecture Series is back with a look at the role of marketing and product design in transforming recreational cannabis use from underground to mainstream.
“From Stigmatized Stoners to Enlightened Explorers: How Product Design is Revolutionizing the Cannabis Market” will be presented by Sarah Wilner, an associate professor of marketing in the Lazaridis School of Business and Economics and the Laurier Brand Chair.
Once seen as something illicit and unwanted, marijuana is now primarily known by its botanical name, cannabis; has achieved regulatory approval; and is celebrated by mainstream celebrities such as Martha Stewart for its wellness properties. Drawing from a six-year study recently published in the Journal of Consumer Research, Wilner will describe the role of product design in transforming cannabis from illegal and sketchy to legitimate and stylish.
Wilner’s research looks at the intersection of marketing management and consumer behaviour and particularly focuses on product innovation and design, brand management and consumer culture. Originally trained as an anthropologist, she examines marketplace symbols and meanings to understand how business influences our lives and how culture influences business.
The event is being held virtually on Wednesday, March 9th at 7:00 p.m. through the Milton Public Library’s Crowdcast channel. All Laurier Milton lectures are free and open to the public. Registration is not required. To attend, visit the event’s website.
The Laurier Milton Lecture Series is a partnership between Wilfrid Laurier University, the Town of Milton and the Milton Public Library. The series’ 12th season has been held online due to COVID-19.