“ 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 . |