Cost of Living·Full Episode

Magic mushrooms, 'menopositivity' and mind-bending product names

We explain why denim and deodorant have such long-winded names and why a growing number of businesses see money in the menopause market. Plus, we profile a Calgary company hoping to cash in on the emerging therapeutic potential of psychedelics.

The Cost of Living for December 5, 2021

We look at why investors are pouring money into psychedelic research as a treatment for mental health conditions. (Shutterstock/gsplanet)
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Decoding long product names

Ever wondered why some products have such wordy names? Like — stretchy skinny high-rise acid wash ankle jeans.

You can thank something called Optimal Distinctiveness theory. Paul Havaardsrud explains why long-winded product names make us feel like we belong to a club — and why we'll pay more to be members.

'Anti-aging' is out. 'Menopositivity' is in.

Women over the age of 45 make up 45 per cent of the female population in Canada.

Their numbers are growing, and so is their buying power. Jennifer Keene looks at the explosion of companies, mostly owned by women, targeting this demographic with a more "menopositive" message. 

Meet the Calgary company hoping to be a psychedelic unicorn

Dany Motyka has been in love with psychedelics ever since his first acid trip in high school. Now, he and a partner have launched Psygen, a Calgary company hoping to cash in on the emerging therapeutic potential of shrooms.

CBC reporter Reid Southwick asks whether psychedelics could be the next big thing in the investment world or just an acid flashback in the pan.

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