To take advantage of LGBTQ Pride Month, cannabis retailers are running product promotions tied to the celebration, selling Pride-themed marijuana strains and hanging rainbow flags in their stores to show their support.
Business owners who opt to make efforts in the name of diversity and inclusivity have reported better employee retention, better community relations and increased social media engagement.
Some employers have attributed efforts on behalf of social equity to higher profits overall.
“Diversity is important for both how you’re working as a company and how you’re communicating out to consumers,” said Cassie Perlman, senior vice president of marketing and ecommerce at Papa & Barkley, a Humboldt County, California-based producer of cannabis-infused topicals, concentrates and edibles.
“Every marketer should know that your consumer base is getting more and more diverse.”
Social issues are top of mind with younger consumers in particular, Perlman said.
“So, if you’re not at
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