This article, targeted to marketers and large brands, is a call to action. It is an invitation to be part of a movement that is redefining the cannabis narrative and to contribute to the creation of a cannabis industry that is equitable, diverse, and inclusive. The future of the cannabis industry is intertwined with the aspirations and visions of Black entrepreneurs, and it is this synergy that will shape the trajectory of the cannabis sector in the years to come.

In this transformative journey, the role of marketers and brands is not just to observe but to participate, advocate, and amplify. It is about creating spaces for dialogue, fostering connections, and building bridges. It is about being allies in the pursuit of equity, justice, and reform in the cannabis industry. The road ahead is long, but the collective power of voices, advocacy, and action holds the promise of a future where the cannabis industry is a beacon of inclusivity, diversity, and empowerment

The range and depth at which cannabis is thought of depends on where we are. Our experiences differ—within social equity conversations, legislation, consumption culture, plant education, etc. Black and Brown people share common experiences with cannabis, but everyone has a distinct perspective based on their geographical location. This means there’s a gap in information. California and neighboring legal states like Colorado have set the tone, being the most modern and advanced thus far. With the west leading the way, we must ask, what do BIPOC in cannabis on the east need to know? What can be done to get ahead? How can we reclaim this space?

Being in the community while on this journey to legal is key. Building with one another through collaboration is imperative to the longevity of our success and be encouraged to stay the course. Only 19% of cannabis businesses are owned by Black or POC entrepreneurs, with only 4% of that being specifically Black owned. The lack of diversity is upsetting but not surprising. It's also an inspiration to change these numbers. Tsehaitu Abye, creator of BDBC + cannabis advocate, immersed herself in the cannabis space for this very reason. “I started BDBC because there were little to no spaces that looked like me”. Visibility and proper representation are important. It’s necessary to see people who look like us being epic in the space, providing mentorship, owning property, running businesses, and changing the perception of cannabis through lifestyle.