This 4/20, Buy Cannabis With Equity in Mind

As April 20 approaches, what used to be a fringe holiday surrounding the smoking of large glass bongs in fields and basements is now mainstream and aligned with wellness. Go back to the year 2000 and tell that to my mom, please.

But the legalization of recreational cannabis comes after a long, fraught history. Ambrose Jackson, the founder and CEO of the 1937 Group named his company after the Marihuana Act of 1937, which was the first national law prohibiting the use and sale of recreational cannabis. The Act led to everything from the war on drugs to mass incarceration of mostly people of color.

“The Stigma is decreasing and it benefits the cannabis consumer, but it’s not helpful if we aren’t acknowledging the history of the plant and specifically how it’s been used for generations to hold down specifically people of color, Black and Brown folks,” Jackson said. He added that, “The proliferation of cannabis legally within our state and outside of our state, it’s important to acknowledge who has been hurt by the plant and who’s benefiting now that legalization is taking place.”

The 1937 group is a beneficiary of the social equity applications that were put in place as the state of Illinois prepared for legalization of cannabis. The company was granted three cannabis licenses: transportation, grow, and retail. 

Tiffany Woodman, Latina founder and CEO of Canna bella Lux centers her brand around “weed, women, and wellness,” currently serving the needs of women shopping for cannabis accessories. But, in summer of 2023, Canna Bella Lux will partner with the 1937 group to create and distribute pre-rolls, flower, infused teas, edibles and more, all curated for women’s health needs and wellness. If none of those things mean anything to you, I linked to each word for more information. 

Woodman is obsessive over equity in cannabis. She cares about every piece of the supply chain and believes that investing in minority-owned companies will help to create generational wealth through cannabis.

This is the time of year when you may walk into a dispensary for the first time, or you may simply be shopping your favorite way to consume. But before you do it, Jackson and Woodman talked me through the ways you can shop as a first-time consumer – and lead with equity.

1. Understand your consumption before you buy with Woodman’s 5Ws of weed

Before you consume for the first time, or even if you’re a frequent consumer, there are five questions you should ask yourself to help make a buying decision.

Who are you consuming? Aka, who founded and runs the company you’re supporting.

What are you consuming? Do you prefer edibles? Tinctures? Pre-rolls? Something I just googled that Woodman mentioned called “baby Jeters.”

Why are you consuming? Is it for sleep? Anxiety? To relax by a pool? 

Where are you consuming? If smoking indoors or on your balcony isn’t allowed where you live, there are other ways to consume, so think through logistics.

When are you consuming? To help you think clearer or put you to sleep, there’s something for everyone.

If you know the answer to most of these questions, someone at your local dispensary can help you find the right product to fit your consumption.

2. Put in the work to research your products

Use the same values you use to shop at a grocery store. The reasons you buy a brand or stop buying certain products when they fall out of alignment with your values also apply to the dispensary.

“As the market grows, you want to make sure you know where your dollars are going.” Woodman said. The brands on 1937’s site, for example, are all brands that lead with equity. You can also find minority-owned cannabis brands represented on the Minority Cannabis Business Association Board’s website and listacles we love to read across the web, like this one from Canndescent and this one from Ebony.

3. Understand that cannabis should fit your lifestyle

According to these two founders, there’s no one cannabis culture, and consumers should feel empowered to make it their own.

“Especially as a new user, you want to start with a low dose, you want to look at products that really understand that you’re a new user and will take you on that educational and brand journey …  If you don’t want to smoke, don’t buy flower,” Woodman said.

She advocates for starting with a very low dose –  between 2 and 5 mg – and increasing slowly. 

Ambrose adds, “Cannabis has an agreed upon medicinal or therapeutic value. The goal should be to figure out how to incorporate it into your life. If you want to take it in the morning, great. If you want to take it to sleep better, take it at night.” 

If you’re into equity and cannabis, you can support the cannabis community in a few ways this year.

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About Jeana Anderson Cohen

Jeana Anderson Cohen is the founder and CEO of asweatlife.com a premiere wellness media destination that creates content and community to help womxn live better lives and achieve their goals. Before founding health-focused companies Jeana earned a degree in Journalism from the University of Wisconsin-Madison - and fresh out of college she worked on the '08 Obama campaign in Michigan. From there, she created and executed social media strategies for brands. aSweatLife fuses her experience in building community and her passion for wellness. You can find Jeana leading the team at aSweatLife, trying to join a book club, and walking her dog Maverick.