Sustainability, equity and consumer awareness of where, who, and how cannabis products are produced will become a much greater factor in how customers choose products to purchase.
More than two thirds (70 percent) of Americans are at least sometimes influenced to purchase products based on a company’s ethics. However, lack of consumer awareness thus far of the differences between small business owners, and large MSOs, the need for social equity as we transition out of the racism of cannabis prohibition, and the rising carbon footprint due to the legal cannabis industries growth of energy intensive indoor production capacity has contributed to an indifference thus far towards ethical consumerism in the cannabis industry. As newly legal states such as NY, NJ, & CT each make solving these issues a major part of their goals for the new industries in their state, these issues will be discussed with greater occurrence in the public’s eye. It is likely that as this trend continues, companies will also start to label and brand their products further towards promoting ethical consumerism.
Matte Namer, founder and CEO of Cannabeta, the first New York and New Jersey cannabis realty firm