Marginalized Founders must Advertise with Intention

In today’s competitive cannabis industry, consistent and intentional visibility is essential for a brand’s success. For cannabis businesses, particularly those led by marginalized founders, the challenge is to break through the noise and connect with a values-driven audience. The Ethical Consumer's Green Book is designed to do just that, offering an authentic platform that allows cannabis brands to be seen directly by their target demographics. This is not just about visibility—it's about meaningful positioning that builds loyalty and trust over time.

Studies show that consumers need to encounter a brand multiple times before making a purchasing decision. For cannabis brands, this means that a consistent presence across trusted, relevant platforms is crucial.

The Ethical Consumer's Green Book is not only a directory; it's a resource that highlights brands committed to ethical practices and social impact.

By choosing to contribute to it, cannabis businesses are signaling that they align with a community-oriented, purpose-driven audience. This alignment enhances brand authority and fosters a genuine connection with consumers who prioritize ethical spending.

Effective marketing goes beyond mere exposure; it constructs a narrative around the brand, crafting a story that resonates with consumers and positions the brand as a leader in its field. In a crowded market like cannabis, where many voices are vying for attention, creating a memorable brand story is essential. Intentional, repeated engagement builds familiarity and trust—key ingredients for long-term loyalty. When consumers recognize a brand's purpose and align with its values, they’re more likely to become advocates, sharing the brand’s message within their own circles, which amplifies the reach and impact far beyond the initial marketing effort.

Allocating an early ad spend in trusted sources is an investment in this story. It’s not just about getting noticed; it’s about choosing a platform that validates and supports the brand’s values, creating a natural extension of its mission. This type of strategic placement demonstrates a commitment to community and ethical practices, reinforcing the brand’s reputation. Consumers today are increasingly conscious about where they spend their money, often choosing brands that align with their values. By advertising in a guide specifically curated for ethical and inclusive businesses, a brand signals its dedication to those principles, immediately positioning itself as part of a meaningful movement.

California law requires cannabis marketing and advertising to follow strict guidelines to protect public health and safety. Ads must not target or appeal to minors, must be placed only where 71.6% of the audience is reasonably expected to be 21 or older, and cannot make false health claims. All cannabis ads must include warnings and comply with restrictions on content and placement.

Moreover, this kind of intentional advertising reaches an audience that is already inclined to support values-driven businesses, making each ad spend more impactful. This audience isn’t just looking for products; they’re seeking brands they can feel proud to support and represent. By investing early in platforms like the Ethical Consumer's Green Book, cannabis businesses establish their place within a trusted network, reinforcing their authenticity and commitment to positive industry change.

At Club Kindness, we understand the importance of aligning your brand with its core values, and we’re here to guide you through the process. Contact us to explore how intentional, values-focused marketing can drive your business forward while creating a lasting impact.