As the cannabis industry grows rapidly across the U.S. and beyond, the issue of social equity continues to be a central—and often controversial—discussion. In this review-style feature, we examine how brands, products, and programs stack up when it comes to addressing the promises of inclusion, justice, and access for communities most affected by cannabis prohibition.
Overview: What Is Social Equity in Cannabis?
Social equity programs are intended to ensure that those disproportionately impacted by the War on Drugs—especially BIPOC individuals and underserved communities—have a fair shot at participating in the legal cannabis market. This includes support through grants, licenses, education, and reduced barriers to entry.
But are these efforts translating into real-world progress?
Review Criteria
We assessed current progress based on:
- Representation and leadership diversity
- Support for equity license holders
- Community investment
- Transparency in business practices
- Product sourcing and messaging
Product 1: “Rooted Origins” Pre-rolls
Equity Rating: ★★★★☆
Review:
This brand is equity-owned and proudly transparent about its story and supply chain. Each pre-roll pack includes messaging about their founders’ journey, and a portion of profits goes toward expungement clinics. The product itself is well-crafted, aromatic, and smooth—a strong example of equity in action.
Highlights: Clear values, quality product, and community reinvestment.
Product 2: “New Leaf Rising” Gummies
Equity Rating: ★★☆☆☆
Review:
While marketed as “community-backed,” there’s minimal transparency on how the company supports equity causes. The gummies are decent, with solid texture and flavors, but the brand messaging feels more performative than authentic.
Highlights: Tasty product, but lacks social impact receipts.
Product 3: “Justice Blend” THC Tinctures
Equity Rating: ★★★★★
Review:
This product line was developed in collaboration with a nonprofit dedicated to cannabis reform. A portion of each sale supports expungement and mentorship programs. The tinctures are well-formulated and include educational inserts with each box.
Highlights: Full-circle equity mission, backed by action and impact.
Final Thoughts: Are We There Yet?
Not quite. While some brands are paving the way with transparency, action, and inclusion, others seem to use social equity as a marketing buzzword. Consumers play a powerful role in this space—by choosing products that walk the talk, we help support a truly equitable cannabis future.