Maximum Yield Cannabis USA July/August 2021 | Page 72

CANNABIS EXPERTS TALK

From harnessing the Tosh legacy for social empowerment , to helping fans mourn Kobe Bryant , to a new era of legalization , industry pros sound off on using celeb power for the greater good . by Emily Clapp and Drew Penner

You have to admit , celebrities , sports stars , and industry legends all occupy an admittedly enviable position in our culture . For cannabis companies , it can seem not only desirable , but almost necessary , to create alliances with one of their rank . That can be even more true when it comes to creating a positive impact . So , we ’ ve reached out to a few key insiders for you , to get the scoop on working with celebs on giving back . Enter : cause-marketing . That ’ s the whole win-win idea where a business teams up with another company , government group , or non-profit on a particular issue for mutual benefit while creating a helpful shift in society . Marc Ross , of Needle Consultants , LLC , says it can be a powerful tool , but only if you really do care about the cause in question . “ The brand can attract conscious consumers who are more likely to repeatedly purchase the product and market it to their networks of friends or family ,” Ross says .

“ While there ’ s no responsibility to give back , the brands that do so in an authentic way that ties the brand to a cause will be more successful long-term .” For cannabis companies that opt to focus on sustainability , for example , it ’ s important to start by making sure their own operations ( from extraction
Marc Ross
Greg Okun
techniques to packaging ) are on point before involving the
influencer , Ross says , “ Lest both the brand and the celebrity
risk a public relations nightmare .”
The trend of celebrities seeking an avenue into the cannabis
world isn ’ t going away any time soon , says Greg Okun , the
founder of GEO Network , a cannabis-focused management
and advisory firm . He works with the family of the late
Peter Tosh , through PT Capital , LLC , on strategic planning
for their cannabis and wellness brand SEEN . The company
dedicates 10 percent of profits to the Peter Tosh Foundation ,
which promotes youth education opportunities , marijuana
legalization , and civil rights initiatives around the globe .
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