We’re just days away from our biggest industry holiday, ‘420,’ or as some might say, the Super Bowl for stoners and the Black Friday for bud. However, at PufCreativ we recognize that the cannabis world is crowded with brands tossing out the same discounts, hoping to ride the green wave. If you’re just putting a leaf on a promotion and calling it a campaign, you’re missing the point, and your audience can tell.
The industry was built on community and a deep respect for the plant. 420 is your chance as a brand to show you care about your customers, your communities, and the culture that made all this possible.
So, how exactly do we do this? By staying transparent, inclusive, and genuinely engaged.
Transparency: Building Trust Through Honesty
Transparency is the cornerstone of ethical marketing. It isn’t just nice to have, it’s the whole point. Brands hiding behind vague labels and half-truths have worn consumers out. To build real trust, the contents of your products, their origins, and how they’re made must be clearly shown.
Not only is this the law (seriously, compliance is non-negotiable), but it’s also how you show you’re more than just another operation trying to make a sale.
Let’s not forget that transparency is a direct correlation to sustainability in the industry. Consumers are motivated to buy from environmentally and ethically conscious brands, with transparency about sourcing, production, and packaging. Don’t fall behind in our sustainable-first society. Discuss your sustainable practices on your website, create content to educate consumers, and stay ahead of competition.
Even more so, go beyond the bare minimum! Drop those third-party results, break down your sourcing, and educate your customers. When you’re honest, people notice.
Inclusivity in Cannabis: Creating Space for Everyone
Inclusivity in cannabis marketing must go beyond simply showcasing diversity for its own sake. If your marketing only speaks to one type of person, you’re missing the whole point (and a whole lot of business). Real inclusivity is about making sure everyone feels seen, heard, and welcome, every single day.
For legal cannabis brands, there is a real responsibility to address the harm caused by the War on Drugs. That means supporting social equity, creating real opportunities for people who’ve been left out, and using your platform to push for justice, not just profit.
Society still continues to place negative connotations on the cannabis industry, but fails to recognize the benefits of plant medicine, and the empowering ability it has on people’s lives. This belief is the reason PufCreativ was created. As a company that is passionate about the future of cannabis, we believe brands have both a unique opportunity and a responsibility to use their platforms for real change.
When cannabis companies put inclusivity and social equity at the heart of its mission, it sets a new standard for what it means to market with purpose and integrity.
Community Engagement: Don’t Just Sell…Show Up
If you’re only in it for the profit, you’re missing the whole soul of this industry. Cannabis brands that actually get involved in their communities, in ways that matter, are the ones people remember. Brands must engage with their communities through educational programs, local partnerships, charitable initiatives, and more.
Supporting community projects, such as neighborhood clean-ups and partnering with non-profits help break down the “taboo” and show that your brand is invested in the well-being of its communities.
When we see brands get involved and contribute meaningfully, it speaks to their culture, their core values, and what is important to them as a company. Consumers not only buy for the product, but for the culture your brand provides.
Want to make an impact?
- Team up with local nonprofits for projects that matter.
- Organize volunteer days – get your team out there.
- Sponsor local events to become a visible and positive presence.
- Host Q&As and listen to what your community actually wants and needs.
We’re proud to be based in Colorado, where 420 community events thrive and reflect the richness of cannabis culture. If you haven’t already, check out events happening this weekend such as the Mile High 420 Festival, or sign up for a 420 creative workshop!
Have meaningful conversations, meet new people, and as you do, stay transparent, inclusive, and engaged!
High Standards, High Impact: Let Us Help You Build a Lasting Brand!
420 is your chance to diversify, make an impact, and boldly express your core values. Raise your standards. Be transparent, be inclusive, and get involved. That’s how you build a lasting brand—one that people trust, respect, and continue to support long after the smoke clears. In this industry, high standards apply to everything you do!
Don’t worry if you missed out on 420! Continuous showing up for your communities, being transparent, and pushing for social equity is something brands can do everyday, not just on the holiday.
Ready to take your cannabis marketing to the next level? Contact us and let’s build a strategy that works for your brand. Let’s get started, today!
**Caroline Simon is a Sales & Business Intern at PufCreativ. She’s currently pursuing her Master’s in Marketing at the University of Denver.
