As an increasing number of nations and states begin to legalise cannabis, brands are becoming aware of the need to cater for a more diverse audience. To bring to life 48North’s brand philosophy, Latitude features stories from a variety of women about their use of the plant. Those featured include a business owner who uses cannabis as a balm for her soul and psyche, and a trauma care worker who uses the plant as an act of self-care. By sharing stories from real women, the platform hopes to reduce the stigma and change the conversation surrounding women and cannabis.
In October 2018, to mark the full legalisation of cannabis in Canada, 48North will deliver its second consumer launch with a yet-to-be-announced product designed for recreational use.