As a wife to an executive in the cannabis space, I am often exposed to the latest and greatest news sifting through the industry. Recently, my husband’s employer, KushCo. Holdings, Inc. announced it would partner with Sun Grown, a company in the cannabis sector that creates cannabis packaging made from recyclable and compostable materials. As someone who values corporate social responsibility initiatives in companies across all industries, I was particularly excited to hear the news about this partnership! KushCo. Holdings, Inc. is a B2B corporation, so while it does not market to consumers, I started pondering how these environmentally conscience decisions will be marketed to the industry and ultimately, consumers.
If the marijuana industry was a spaceship it would have already taken off from earth at full throttle and be light years past the moon. Ten states have legalized marijuana for recreational and medical use and another 33 have legalized it in some form (even my home state of Oklahoma – WHOA!). This momentum proves the industry is not slowing down anytime soon and by 2023 the projected value is estimated at $39.4 billion. Another arena within corporations that has gained major exposure is corporate social responsibility (CSR) or sometimes coined “corporate citizenship”. More and more employees and consumers demand CSR initiatives of the businesses whose services and products they use. With growing cause for concern of planet Earth due to the massive carbon footprint humans have implanted, corporations are listening and providing solutions.
In the instance of the cannabis space, although it is a huge market and is becoming more widely accepted there remain hurdles to overcome. In a recent conversation with Stephen Christoffersen, EVP of Corporate Development for KushCo. Holdings, Inc. he discussed the company’s outlook on its sustainability efforts and future marketing plans. “Customers are asking the company to be more sustainable, which stems from the original hippie generation and being one with planet. Large multi-state operators and Canada licensed producers want to lead the change and permeate into other industries. These businesses are looking for other alternatives to environmentally harmful products.” When asked what KushCo. Holdings, Inc. is doing to market their new biodegradable, compostable packaging Christoffersen stated that their PR firm has disseminated press releases (click here) and the marketing team is diligently worked to create marketing collateral for KushCo. vendors.
I think these CSR actions are a great way to continue reducing the stigma that several people have about the cannabis space. As B2C corporations begin selling their sustainable products on cannabis shop store shelves and through various delivery services like Yerba and Eaze (more companies like these found here) I think these cannabis suppliers can positively highlight their “green” marketing initiatives through traditional methods such as: print, billboard, digital and radio, as well as through social media platforms as they permit it. Futhermore, cannabis companies now have access to Cannabrand, the world’s first full-service marketing agency dedicated to the cannabis space. I believe there are even philanthropic partnerships between cannabis companies and certain nonprofits to generate a swing in individuals’ mentalities. It is high time that the stigma of cannabis cease and the industry be seen for many of its benefits.
Dubreuil, O. (2016, July 27). Sustainability for the cannabis industry: Part 1. Cannabis Industry Journal. Retrieved fromhttps://cannabisindustryjournal.com/column/sustainability-for-the-cannabis-industry-part-i/
Harris, J. (2018, September 24). How cannabis brands can utilize social media and other nontraditional channels. Adweek. Retrieved from https://www.adweek.com/brand-marketing/how-cannabis-brands-can-utilize-social-media-and-other-nontraditional-channels/
Johnson, L. (2018, March 15). 4 things to know about marketing cannabis brands. Adweek. Retrieved from https://www.adweek.com/digital/4-things-to-know-about-marketing-cannabis-brands/
Mannix, O. (2019, March 6). Marketing cannabis within the confines of ‘recreational’ and ‘medical’. Adweek. Retrieved from https://www.adweek.com/brand-marketing/marketing-cannabis-within-the-confines-of-recreational-and-medical/