When Bro Culture Rules
Bro Culture is everywhere. Regardless of the industry or the number of sensitivity seminars we attend, chances are we’ve seen or heard things that give us a hard pause. Cannabis is no exception. Looking back at my time in the belly of the beast, I’ve considered what might turn the tide on this Hunger Games zeitgeist.
CE Bro specimens have specific attributes. They are scrappy hustlers proud of gaming the system. Winning or appearing to win is essential to them. Often loutish in their treatment of staff, they employ friends and paramours copiously. These characters are bold risk-takers, but not necessarily savvy strategists. Once their genius is validated, distractions, drama, and ill-considered schemes take center stage. The result? Vapor rather than market innovations.
Shifting regulations, cash flow, and other painful realities make for a rough-and-tumble business environment for cannabis entrepreneurs. A thick skin and healthy self-esteem are requirements for survival. People who work hard often play hard, but that’s not the point here. What’s insidious is the emotional, bullying Bro narrative that goes unchecked. Like their counterparts at tech companies, frat house rules become the norm. The office ecosystem & fear of being thrown under the bus keep discouraging words from escaping the lips of staff members. Cannabis is an emerging business, generally a young business. Often the one who knows better has no appetite to be the adult in the room. Who wants to be the person who wrecks the party and risks being on the wrong side of Bro-Power?
The line repeated at cannabis conferences is, “This is not just a new business; it’s a new way of doing business.” That’s true; most companies have HR Departments, a neutral place to call out about situations that make them uncomfortable. Many suffer indignities in silence. They want to be in the business; they want to be well-regarded by their peers. Speaking out, even if it’s about an obvious and egregious situation, isn’t supported. It won’t always be this way. Next-generation cannabis companies are building legacies of social responsibility, diversity, and inclusion. Their core values are more than words. It takes time. More often than not, cannabis companies do have the best intentions. In the chaos of the moment, it’s not easy to course-correct a culture. Fortunately, like all of us, the Bros in this industry will grow up and acquire valuable assets, including a functional moral compass.
VonTrees Consulting 