SXSW 2017

Redefining Cannabis Consumer Culture


What if, while building your business and brand, you had to redefine not only the category, but an entire consumer culture as well? PAX Labs CMO Richard Mumby discusses how the company has conceptualized its PAX vaporizer while elevating the entire category and consumer culture of both vaporization and the cannabis industry. He will also discuss the process of appealing to today’s consumer and creating market leadership, all while operating in a highly regulated category.

Additional Supporting Materials


  1. How has PAX redefined and elevated the vaporization category and consumer culture?
  2. How has PAX created market leadership in the highly regulated cannabis category?
  3. How has PAX appealed to today’s cannabis consumer while at the same time redefining that consumer?



Sarah Richardson, Corporate Communications, Pax Labs Inc

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