Once a substance associated with lazy young men living in their parents' basements, the legalization of recreational marijuana has shifted its narrative in the marketplace. Once only seen as something illicit and unwanted--literally a "weed" driving drug wars, 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. What changed? Drawing the findings from a 6-year study recently published in the Journal of Consumer Research, this presentation will examine the role of product design in transforming cannabis' legitimacy from underground to mainstream and from sketchy to stylish.

Laurier Milton Lecture Series: From Stigmatized Stoners to Enlightened Explorers: How Product Design is Revolutionizing the Cannabis Market