AWARE-N-US: Diversity Focused Cannabis BrandPosted by On


Colorado’s cannabis industry has been an ever-changing landscape since its recreational legalization in 2012. Legalization led to an increase in tourism, and financial gains have gone on to fund education, literacy programs, transportation, agriculture, and more. 

There has also been an increase in entrepreneurship, with new businesses expanding the industry each year. Cannabis wellness retreats, cooking with cannabis, and private smoking lounges and cafes are just some of the new businesses to pop up over the years. Businesses big and small have grown by the thousands, with 2,917 licensed cannabis businesses employing 41,076 people as of June 2019. 

However, advancement does not come without drawbacks. The communities that were once the most condemned for cannabis use and possession are now being left behind. The impacts of previous decades of criminalization have highly affected people of color and low-income individuals. Black Americans have been incarcerated at twice the rate, compared to white counterparts, for possession or sale of the drug.

A study done in 2020 by the city of Denver titled “Cannabis Business and Employment Opportunity” found that 74.6 percent of local, cannabis-related business owners identify as white; 12.7 percent are Hispanic, Latino or Spanish; and 5.6 percent are Black. The study also reported that 60 percent of cannabis business owners are white, while only 13 percent are Hispanic, Latino, or Spanish, and 6 percent are Black. This…

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Colorado’s cannabis industry has been an ever-changing landscape since its recreational legalization in 2012. Legalization led to an increase in tourism, and financial gains have gone on to fund education, literacy programs, transportation, agriculture, and more. 

There has also been an increase in entrepreneurship, with new businesses expanding the industry each year. Cannabis wellness retreats, cooking with cannabis, and private smoking lounges and cafes are just some of the new businesses to pop up over the years. Businesses big and small have grown by the thousands, with 2,917 licensed cannabis businesses employing 41,076 people as of June 2019. 

However, advancement does not come without drawbacks. The communities that were once the most condemned for cannabis use and possession are now being left behind. The impacts of previous decades of criminalization have highly affected people of color and low-income individuals. Black Americans have been incarcerated at twice the rate, compared to white counterparts, for possession or sale of the drug.

A study done in 2020 by the city of Denver titled “Cannabis Business and Employment Opportunity” found that 74.6 percent of local, cannabis-related business owners identify as white; 12.7 percent are Hispanic, Latino or Spanish; and 5.6 percent are Black. The study also reported that 60 percent of cannabis business owners are white, while only 13 percent are Hispanic, Latino, or Spanish, and 6 percent are Black. This…



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