Elevating the Industry: How Cannabis Brands Can Foster Growth and Sustainable Businesses Through Marketing Collaborations
By vanessadeburgo | 4 April, 2023
As the cannabis industry continues to grow, the importance of collaboration between brands cannot be overstated. By working together, cannabis brands can create meaningful connections with their audiences, support each other’s growth, and make a positive impact on the industry as a whole. Here’s why marketing collaborations are essential for elevating the industry:
- Building Stronger Brand Awareness
Collaborating with other brands can help cannabis companies build stronger brand awareness. According to a survey conducted by Nielsen, over 50% of consumers say they are more likely to buy from brands that they recognize. By collaborating with other well-known brands, cannabis companies can tap into existing audiences and build recognition among potential customers.
- Amplifying Brand Marketing Efforts
Brand marketing collaborations can also amplify the reach of marketing efforts. By working together, cannabis brands can create more engaging and impactful marketing campaigns, reaching a wider audience and building brand loyalty.
- Fostering Innovation
Collaborating with other brands can also foster innovation. By sharing ideas and expertise, cannabis brands can develop new products and services that meet the evolving needs of their audiences. According to a study by Accenture, over 80% of executives believe that collaboration is essential for innovation.
- Creating Social Impact
Finally, brand marketing collaborations can create a positive social impact. By supporting initiatives that promote social equity and justice within the industry, cannabis brands can work towards a more sustainable and equitable future. According to a report by the Minority Cannabis Business Association, the legal cannabis industry has a significant opportunity to create economic and social impact for communities that have been disproportionately affected by the war on drugs.
In conclusion, marketing collaborations are essential for elevating the cannabis industry. By building stronger brand awareness, amplifying marketing efforts, fostering innovation, and creating social impact, cannabis brands can support each other’s growth and make a positive impact on the industry as a whole. As the industry continues to evolve, collaboration will become an increasingly important tool for success.
Cannabis sustainability wellness is a growing trend and a large segment of consumers are looking for greener products. This is a great opportunity for brands to make an impact.
The cannabis industry has a lot of potential to improve its sustainability practices, but it can be difficult to know how to take it to the next level. Thankfully, there are several tactics companies are using to encourage sustainability.
How Cannabis Companies are Leading the Way in Sustainable Living
The cannabis industry has received a bad rap from environmentalists due to the large amount of water and electricity it takes to cultivate plants. However, more and more cannabis companies are committing to eco-friendly practices.
One easy way to help the environment is to eliminate single-use plastic packaging, especially from the health and wellness market. Many companies are offering products with high-quality glass packaging that can be recycled or reused as needed.
Another way that cannabis companies are leading the way in sustainable living is by adopting regenerative farming practices. These practices improve soil health and reduce carbon emissions. They also help increase resilience to pest pressure, drought, and other natural disasters.
In addition, solar energy could be a significant solution for indoor cannabis grow facilities. The use of solar in these operations can significantly lower their energy usage and help reduce their carbon footprint.
With more states legalizing recreational cannabis, sustainability is becoming a key issue. This means that consumers are looking for brands that take sustainability seriously. These companies are putting their commitment to the environment and community first in all they do, from sourcing organic ingredients to hiring and mentoring underserved communities to supporting local farmers.
1. Invest in Renewable Energy
As a result of growing concerns about climate change, more companies are focusing on renewable energy. Investing in renewable energy stocks is a great way to get involved with an industry that has the potential for significant growth.
Cannabis cultivation consumes a large amount of electricity, and it’s important for the industry to address its environmental impact as much as possible. Solar has the potential to lower cannabis growers’ emissions significantly by converting sunlight into electricity, and it can help make their operations more environmentally friendly and competitive in licensing applications.
Fortunately, solar power is cost-effective and easy to install. This allows cannabis growers to take advantage of the technology without a big investment. Plus, the risk of a solar panel falling through is significantly less than with other forms of energy.
2. Recycle Your Packaging
Cannabis packaging has a significant impact on the environment, especially when it is made from single-use plastic. The 78 million tons of plastic that are produced annually, for example, contributes to a massive amount of waste that ends up in landfills and oceans.
One way that cannabis companies are working to minimize their impact on the environment is by investing in recyclable packaging options. These can range from recyclable paper boxes to glass jars that have been recycled or even reclaimed ocean plastic, as well as biodegradable pouches and bags.
This is especially important for companies that are selling pre-rolls, concentrates, and other forms of cannabis. These items are often perishable and require a longer shelf life.
For these products, it is essential that the packaging is designed to be recyclable or compostable. Many industry associations provide guidelines for designing products to be more eco-friendly.
Some of the best ways that cannabis companies recycle their packaging include joining a recycling program or partnering with local recyclers to collect and sort used materials. These programs can help to minimize the amount of waste that is sent to landfills and create a more sustainable model for future cannabis production.
3. Partner with Other Eco-Friendly Businesses
The cannabis industry is becoming increasingly aware of the importance of sustainability wellness. Millennials and Gen Z consumers are particularly aware of how they can help protect the planet by choosing products that are environmentally friendly and socially responsible.
Several cannabis companies are partnering with other eco-friendly businesses to help promote sustainability in the cannabis industry and beyond. For example, the Sustainable Cannabis Coalition (SCC) was established to help cannabis cultivation and manufacturing companies operate with environmental sustainability in mind.
One of the best ways to go green in your dispensary is by utilizing recyclable packaging. Some cannabis brands have taken the lead on this initiative and have teamed up with recycling partners to make it easy for customers to bring their clean containers back to the store.
Other eco-friendly initiatives that are helping to reduce waste include repurposing materials and promoting the use of biodegradable packaging. Some of these companies also use renewable resources for their energy.
Other eco-friendly efforts include composting the biowaste that is produced during harvest. This not only helps to reduce the amount of waste in landfills but also creates nutrient-rich soil for future crops. Developing sustainable practices is crucial in the cannabis industry as it will benefit the environment and help to create jobs for local residents.
4. Support Local Farmers
When you buy food from local farmers, you support the community and reduce your reliance on fossil fuels. This helps the environment and local wildlife, and it also creates jobs for people who might otherwise be unable to find employment.
Buying from small farms is especially beneficial because they often produce food that is more nutritious and flavorful than the grocery store versions of the same products. They also use more sustainable methods that don’t require the use of chemical fertilizers and pesticides, which can harm your health.
A growing number of cannabis companies are embracing sustainability and environmental initiatives. They are investing in renewable energy sources, switching to sustainable harvest methods, and composting their waste.
These initiatives show that they care about the environment and are committed to making the world a better place. Moreover, they may create job opportunities for people who might not otherwise have been able to work in the cannabis industry.
The future of marijuana farming can either be driven by a new wave of corporate players or by family farms that reflect a more sustainable, local, and artisanal ethic. This is a vision that Ryan Stoa, author of Craft Weed: Family Farming and the Future of Marijuana Agriculture aims to promote in his book.
5. Encourage Eco-Friendly Smoking Methods
The cannabis industry, like all industries, faces environmental challenges. However, a growing number of cannabis companies are making conscious efforts to ensure their operations have minimal impact on the environment.
For example, a number of brands are aiming to reduce waste and promote sustainable smoking methods. Some, such as Theory Wellness, are incorporating recyclable plastic into their packaging and are even moving to outdoor farms.
Another company implementing eco-friendly practices is Trulieve Cannabis Corp. Founded in 2021, Trulieve is one of the most environmentally conscious cannabis businesses in the world. The company has created a groundbreaking Sustainability Review, released an inaugural ESG report in 2021, and co-founded the Sustainable Cannabis Coalition to promote best practices within the cannabis industry.
According to Trulieve, they’re also committed to reducing greenhouse gas emissions, utilizing sustainable energy and resources, and fostering community empowerment. They have a dedicated Sustainability Committee that helps elevate their corporate sustainability initiatives and they’ve worked hard to build a team of employees who are committed to a more ethical and environmentally friendly approach to the industry.
Despite their aforementioned commitments to sustainability, there are still many other ways that the cannabis industry can go greener. If we all work together, the cannabis industry can create an environment that’s both environmentally and socially beneficial to everyone.
6. Support Recycling Programs
There’s a lot of waste in the cannabis industry that doesn’t have to be there. It’s a big problem, but companies are tackling it head-on by using recyclable materials and supporting recycling programs.
One example is CannaCycle, a California-based drop-off center that allows consumers to recycle their glass jars, pre-roll tubes, boxes, and concentrate containers. The company then cleans and returns the packaging to cannabis companies to be used again.
In addition to recycling, some dispensaries are offering a variety of eco-friendly products and services. For instance, Canna West in Seattle has a program called Canna Collect, which allows customers to return their weed packaging for loyalty points.
Similarly, Denver-based O’Neil Rudolph has created Cannachange, an app that allows shoppers to earn shopping credit for returning recyclable cannabis packaging to their local dispensary. This encourages them to reuse their packaging and helps reduce the amount of waste that goes to landfills.
In addition, California’s Department of Resources and Environmental Protection (CalRecycle) is working to tackle the state’s organic waste buildup in landfills. Among other things, it has approved new regulations to cut organic waste by 50% by 2020 and 75% by 2025.
In conclusion, the cannabis industry has the power to promote sustainability and wellness through conscious and intentional actions. By investing in renewable energy, recycling packaging, partnering with eco-friendly businesses, supporting local farmers, encouraging eco-friendly smoking methods, and supporting recycling programs, brands can make a significant impact on the environment and the health of their consumers. As the industry continues to grow, let us prioritize sustainability and wellness as key values and lead the way toward a greener future.