Pride in Your Brand
A Brand U Lab Special Lesson for Subscribers
The Value of Inclusive Branding and Marketing for NYC Cannabis Dispensaries During Pride
A Brand U Lab Special Article for Paid Subscribers for Pride Month
Ever wonder what embracing your brand’s authenticity through your culture(s) can teach you about branding?
Short answer: Everything.
Long answer: Let’s talk resilience, reinvention, and rhinestones.
Why Inclusion Matters in Cannabis
The histories of the LGBTQIA+ and cannabis communities are deeply intertwined, especially in New York City. Both have faced marginalisation, fought for social justice, and championed self-expression and resilience.
Cannabis played a vital role during the HIV/AIDS epidemic, providing relief when few other options existed, and today, both communities continue to advocate for equity and inclusion.
For New York City cannabis brands and dispensaries, embracing these shared histories is not just a nod to the past; it is a vital step in acknowledging the city's rich heritage. It is a blueprint for building an authentic, future-facing brand.
Authenticity Over Tokenism
What Sets Inclusive Brands Apart
With 39% of brands reducing their Pride engagement this year due to political and social pressures, those who show up authentically stand out even more. The most significant risk for brands is inconsistency. Saying one thing and doing another can erode trust faster than any backlash. In contrast, brands that demonstrate genuine support for the LGBTQIA+ community see:
2.3x greater brand loyalty from LGBTQIA+ consumers
20% lower employee turnover and improved talent attraction due to inclusive policies
Stronger connections with younger, more diverse audiences, a key demographic in NYC
What Works in Cannabis Pride Campaigns
Lessons from Leading Brands, Best Practices
Successful cannabis brands during Pride don’t just change their logo or run a single campaign. They embed inclusivity into their products, partnerships, and community engagement year-round. Here’s how:
Product Collaborations: Launching limited-edition products (e.g., Rhythm Strainbow vape or Lowell Herb Co.’s Pride pre-rolls) with proceeds supporting LGBTQIA+ organisations.
Community Partnerships: Working with nonprofits like The Okra Project, a collective providing meals and resources to the Black trans community, and Black and Pink, the organisation dedicated to abolishing the criminal punishment system and liberating LGBTQIA+ people, especially those living with HIV/AIDS who the prison system has touched. There are artists like queer Guatemalan-Slovak artist Ludi Leiva who has designed pre-roll packaging.
Supporting Queer Creatives: Commissioning LGBTQIA+ artists for packaging and campaigns, amplifying queer voices directly.
Omni-channel Storytelling: Integrating inclusive messaging across all platforms—retail, digital, events, and product information—so the brand’s values are clear at every touchpoint.
Including LGBTQ people and holding true to your corporate values is good for business. The North Face is following hundreds of other businesses that include and stand with LGBTQ people and our allies.
At a time when over 20% of Gen Z is LGBTQ and a supermajority of Americans support LGBTQ people, The North Face’s decision should be a signal to other companies that including LGBTQ people and allies is better for business than siding with a small number of violent extremists who want to keep LGBTQ consumers and employees invisible.
— Statement from GLAAD President & CEO Sarah Kate Ellis responding to The North Face’s decision to continue their Pride campaign after facing calls for a boycott from a handful of extremists in 2023
The NYC Context: Why It Matters More Here
New York is both a cannabis and LGBTQIA+ capital, boasting a diverse and progressive consumer base, as well as a rich history of activism. NYC Pride remains a global beacon, even as some major brands pull back on sponsorships this year due to political headwinds. This creates both a challenge and an opportunity.
Challenge: Increased scrutiny. NYC consumers are savvy and can spot “rainbow-washing.”
Opportunity: With fewer brands participating, those who show up authentically can capture outsized attention and loyalty in a crowded market.
Building an Inclusive Cannabis Brand Strategy for Pride (and Beyond)
Actionable Steps for Dispensaries
Audit Your Brand: Ensure that your internal policies, hiring practices, and leadership reflect the values you want to project externally to the community you expect to support your business.
Engage Year-Round: Support LGBTQ+ causes and communities beyond June. Authenticity and trust are built over time, not just one month a year.
Partner Locally: Collaborate with NYC-based LGBTQIA+ organisations, artists, activists, and event organisers to ensure your efforts are rooted in the local community and its history. Your community may have a history that can enhance understanding between your mission and the community’s vision.
Tell Real Stories: Share the narratives of LGBTQIA+ staff, customers, and partners and make your brand a platform for community voices.
Measure and Adapt: Track the impact of your campaigns, listen to feedback, and evolve your approach to stay relevant and respectful. Research is boring, yet profitable. Know your data.
The Business Case: Inclusion Drives Growth
Consumers in NYC are increasingly making purchase decisions based on brand values, with many willing to pay more for companies that authentically communicate and live those values. Inclusive marketing is not just about doing good; it is a proven driver of growth, loyalty, and reputation, especially in a city as vibrant and diverse as New York. Your people are here. Find them and fulfil their cannabis needs.
Conclusion
For New York City cannabis brands and dispensaries, an inclusive Pride strategy is more than a marketing opportunity; it is a reflection of the city’s spirit and the industry’s roots. By showing up authentically all year round, partnering locally, and embedding inclusivity into every aspect of your brand, you can build lasting loyalty, attract diverse talent, and help shape a more equitable future for all.
This week, we are offering a free downloadable Brand U Lab worksheet:
Your Brand’s Pride Persona—a one-page mini-guide to help you infuse bold, affirming values into your packaging, bio, social presence, and visual tone. Download the Brand Pride Persona worksheet to create a Pride strategy for your business. Share your filled-out worksheet on IG/Threads and tag @BrandULab #BrandWithPride
Let’s Make Your Brand NYC-Ready
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In NYC: Be Bold. Be Real. Serve Well. If you’re not standing out, you’re just smoke.
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