LGBTQ Inclusivity: The cannabis industry has more to do after the end of Pride month

By Andrew Ward

June is the month retail brands let their customers know that they support LGBTQ + rights and inclusivity, although many of them go silent after the end of Gay Pride.

When retailers put away their rainbow flags and Pride marketing materials, some consumers feel that efforts are more focused on a summer sales boost than a real expression of inclusivity.

However, from a business perspective, targeting makes sense. In 2019, the community had an estimated annual purchasing power of $ 917 billion National LGBT Chamber of Commerce. But does it make sense as an ally?

Photo by Jasmin Sessler via Unsplash

A 2018 Grindr Survey found that just over 15% of community members are “very positive” about brands that use Pride Monthly Marketing. The popularity of brands that use LGBTQ marketing year-round has increased to 40%.

The need for more substance is there and a growing number of companies are participating as inclusivity is up to some extent.

Where does LGBTQ + inclusion stand today?

The cannabis industry struggles with inclusivity. As with other minorities, the lack of LGBTQ + integration has been a cause for concern for years, with some momentum gaining momentum in recent years.

The lack of representation can be glaring when looking at history.

The gay rights movement, as it was known in the 1970s, served as the central community in promoting medical marijuana. San Francisco-based Mary Jane Rathbun, better known as Brownie Mary, helped many local people with their famous pot brownies, including people suffering from HIV / AIDS.

Photo by Connor Wilkins via Unsplash

Operators tell Benzinga that representing LGBTQ + in the representation of cannabis falls short in several ways.

Kyle Porter, CEO of the cannabis PR and marketing firm CMW media says he can only think of a few LGBT-focused cannabis brands. Porter, who is gay, said this is the result of a predominantly straight, white male-dominated industry.

RELATED: Women and minorities are pushing to stay present in the cannabis industry

Over the past few years, Porter has struggled to find attendees for LGBTQ + cannabis events. “We tried to have an LGBT event at MJ Biz two years ago and there were about 30 people,” he recalls.

Porter and others have made strides in recent years. He said LGBTQ adoption is increasing in cannabis and beyond, “but there has been no historical benefit in being LGBT in a boardroom either to raise money or to represent a company.”

Smoked Napa Valley‘s CMO Ian Hackett also reports that companies see more diversity as companies expand beyond a plant function.

Hackett, a member of the LGBTQ community, reported that “some representations are seen in companies that have grown beyond cultivation but lack diversity in the industry as a whole.”

Hackett emphasized the importance of hiring diversity and sought talent outside of their networks. “As in all emerging industries, there is a small amount of segregation in hiring as many companies hire people they know, which usually limits diversity,” he said.

Using pride for branding purposes

The commercialization of queer culture is often a point of contention when it comes to Pride.

Lies Estranja, a well-known pro-cannabis advocate and LGBTQ + entertainer, said the industry is doing more every day to support the queer community through visibility and financial efforts.

RELATED: Why Social Justice Matters For Cannabis, and What States Are Doing About It

“Although the steps are small and mostly taken during Pride month, we are absolutely on the right track,” said Estranja.

Still, she would like to see more. “I would like more queer people to live in leadership positions and that our pride is celebrated around the clock – not just in June.”

Photo by Brian Kyed via Unsplash

Year-round small steps can include using Pride imagery or scenes of queer couples in marketing materials.

Estranja has worked with various cannabis companies, including mouthpiece manufacturers Moose laboratories to promote its products and charities.

The company runs a year-round “Colors for a Cause” initiative, in which 10% of sales of certain mouthpieces are donated to certain organizations. His recently launched rainbow mouthpiece is now available year round, with proceeds going to a suicide prevention organization The Trevor Project.

RELATED: Setting Equal Standards for Women in the Cannabis Industry

While benefiting from Pride is a concern, it is seen too.

Porter admitted that Pride branding is a critical issue and is ultimately happy to be represented in any form.

“The bottom line is that I think most gays, at least 30 years old and older, would agree,” Porter said. “We’ve been in the shadows for so long, we’ve been under-represented or even discriminated against, seeing a brand embrace its pride is a win.”

Year-round support is growing

A growing number of cannabis brands make varied efforts throughout the year.

Jennifer Dooley, Chief Strategy Officer for Green Thumb Industries Inc. (OTC: GTBIF),

highlighted several of the company’s efforts, including the Frank’s Friends initiative, which offers 50% off medical cannabis products for patients with HIV / AIDS.
The company also tries to preserve the historical links between cannabis and the LGBTQ community by highlighting advocates like Dennis Peron and Gilbert Baker.

RELATED: Black Leaders Fight Inequality In The Cannabis Industry

Portable dab rig Dip devices donates a portion of the sales of its Rainbow brand device to The Trevor Project. Jeffrey Zucker, co-founder and president of the parent company Green Lion partner, said the company also makes year-round efforts by partnering with LGBTQ models, photographers and influencers.

Photo by Tristan Billet via Unsplash

Zucker said some consumers are not fans of the company’s efforts. “We received a bit of negative feedback because of this support, but we see this as an opportunity to reinforce the importance of inclusivity.”

MSO Holistic industriesYear-round efforts include partnering with data companies Headset to register Gen-Z LGBTQ + voters through the non-partisan organization Vote with pride. The group notes that at least two million LGBTQ + voters are currently not registered to vote.

Additional efforts by the MSO include limited editions of its low-dose edible DO drops, with all proceeds benefiting three groups. In addition to funding Vote With Pride, the sale comes with the Transgender Law Center and Summer of Drag SADBrunch series.

This article originally appeared on Benzinga and was republished with permission.