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Why tech businesses and CBD owners are quickly becoming friends

The CBD industry needs technology, and tech companies are finding kinship and a new sector to expand into CBD.

cbd in persons hand
Image: Unsplash

They are seemingly unrelated industries: technology and CBD. One permeates nearly every aspect of our lives, while the other still seems like a niche side-audience of the cannabis market to the mainstream public.

Demand for CBD for pain relief and other afflictions is growing, though; and as it does, its relationship with the technology landscape is becoming tighter. CBD and tech entrepreneurs are learning to lean on each other—so what are the foundations of this unlikely alliance?

There’s industry camaraderie

The technology industry is, obviously, enormous. There are numerous factions within it, and some sectors are closer to CBD than others. Even if one does not directly affect the other, there is still a unique kind of industry camaraderie between the CBD world and specific divisions of tech.

Take blockchain and cryptocurrency, for example. While the products are unrelated (and there are not many CBD brands, if any, that accept cryptocurrency as payment), they both propose a similar idea: an alternative to the current way of doing things. Blockchain and crypto are meant to disrupt the financial sector with unprecedented transparency, secure payment platforms, decentralized “currencies,” distributed networks, and more. Together, they are intended to be an improvement on how people make transactions (including contracts and supply chain management).

Likewise, CBD benefits are an alternative to pharmaceutical drugs. While CBD is not a cure for any ailment, people who are hesitant to put further chemicals in their body see CBD as a more “natural” treatment for treating symptoms like pain, inflammation, and more. Many individuals even use it to reduce anxiety and depression, improve sleep, and address diseases like dementia and Alzheimer’s (the only FDA-approved brand of CBD is Epidiolex, which is used to treat two different forms of pediatric epilepsy).

Due to their similar roles in their respective industries (technology and wellness), there is a significant amount of crossover between crypto and CBD entrepreneurs. Even amongst those who are sticking to one side instead of exploring both, there is a mutual understanding.

CBD owners need to get creative with advertising

CBD owners are also learning to lean on another—and more creative—aspect of tech: advertising. Facebook, Instagram, and Google have banned all ads related to marijuana and CBD, which massive platforms many entrepreneurs leverage that CBD owners no longer have access to. Instead, CBD owners and their marketing employees or partners have had to think outside of the box to spread the word and navigate complicated legalities.

CNBC provides the example of ZenPup, which manufactures CBD for pets:

“In the absence of Google and Facebook, ZenPup has been forced to find alternative ways to launch its products. The co-founders, who worked in marketing and public relations, are spending time building relationships with media companies, high-end dispensaries and pet accessory retailers, along with other brands that might be open to partnering with a CBD provider. They’re finding popular social media influencers, who can support the products organically on their accounts.”

They are finding that Facebook, Instagram, and Google are not the “end all, be all.” Though their traffic is not as high from the beginning, there are ways to still have organic reach—they just need to approach their marketing strategy, and the ensuing technology involved, a little differently.

Tech makes CBD more effective

When you use CBD for pain relief or something else, a significant amount of science happens inside your body to make it work—and science can also make it work better. Your body absorbs surprisingly little CBD when you ingest CBD oil (ten percent) because your body does not absorb fat molecules. To encourage your body to take in a higher percentage, scientists—according to Well and Good, in extraordinarily simplified terms—are employing the use of nanotechnology. They create nanoparticles of CBD that are so small that your bloodstream can absorb them more efficiently than macroparticles.

Ojai Energetics is an example of a brand using a different kind of technology to make its CBD more effective: encapsulation. By encapsulating CBD molecules with water, they are able to bypass the water layer in your mucosa membrane that filters out fat-soluble compounds. This way, your body is not destroying 90 percent of the cannabidiol that you ingested. Ojai Energetics’ also claims that its absorption technology makes its CBD change flavors when it interacts with the cannabinoid receptors in your tongue according to the amount that enters your bloodstream, so you are better able to identify the correct dosage to take.

The CBD industry needs technology, and tech companies are finding kinship and a new sector to expand into CBD. This kinship might seem unexpected, but CBD and tech owners are becoming fast friends. What do you think of the two industries’ relationship, and where might it go?

Have any thoughts on this? Let us know down below in the comments or carry the discussion over to our Twitter or Facebook.

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Chris has been blogging since the early days of the internet. He primarily focuses on topics related to tech, business, marketing, and pretty much anything else that revolves around tech. When he's not writing, you can find him noodling around on a guitar or cooking up a mean storm for friends and family.

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