In a survey of over 4,100 LGBT consumers by INTO, Grindr’s digital magazine, and market-research firm Brand Innovators, only 15.6 percent felt “very positively” toward companies that run Pride-themed ad campaigns in June but do nothing else throughout the year. Whereas over 40 percent felt “very positively” toward advertisers that “regularly or continually” incorporated LGBT themes.
For some companies, June aka LGBT Pride Month, represents just another marketing oportunity. They slap a rainbow on a product or splash the company logo in red, orange, yellow, green, blue, and purple and think its enough to grab the queer dollar. The LGBT community dosen’t seem to agree. Look to campaigns working to inform younger generations that #PrideIsAProtest—and at its inception, a riot—for proof.
There are on the other hand, a growing number of companies that understand genuine support goes deeper than a fun, rainbow motif. From sales-based charity donations to educational outreach, here are a few cannabis brands going the extra mile.
Pride Wellness gives back to the LGBT community year-round with $1 of the proceeds from every product sold donated to the Los Angeles LGBT Center’s senior services department. Founded and operated by Buck Angel and Leon Mostovoy, the LGBT owned company already has donated over $4,000 this year.
Mr. Moxey’s partnered with dispensaries in Washington, Oregon, and California to support local organizations serving LGBT communities. The company is donating $1 per rainbow-colored tin sold of its limited-edition Proud Peppermint PRIDE Pastilles to charities including Lifelong’s Chicken Soup Brigade, the Q Center in Portland, and the SF LGBT Center.
LOWELL HERB CO.
Lowell Herb Co. partnered with artist and entrepreneur, Dina Rodriguez of Letter Shoppe and renowned organization, GLAAD, to create a Pride Pack. The special edition pack includes a poster by Rodriguez with 10 percent of sales going to GLADD. Exclusively at dispensaries throughout California including MedMen, Sweet Flower, BARC, People’s OC, and NorCal: Airfield.
PAX, JETTY EXTRACTS
PAX teamed with pod-filling partner Jetty Extracts to reintroduce the Reckless Rainbow strain for PAX’s Era Pods. A portion of sale proceeds will be donated to the GLBT Historical Society, a nonprofit dedicated to the history, culture and arts of the LGBT movement and community. In addition to pod sale proceeds, PAX donated $50,000 to the organization and hosted events at San Francisco and Los Angeles Pride.
Online dispensary delivery service Eaze will donate 5 percent of all proceeds for the month of June to Out & Equal, a nonprofit dedicated to LGBT equality in the workplace. The company also works to highlight brands and products that give back to the LGBT community.
Dosist partnered with dispensaries in Los Angeles, San Diego, San Francisco, and San Jose to donate 25 percent of proceeds from dosist sales in June to several organizations—LA Pride, SD Pride, San Francisco LGBT Center, and Billy DeFrank LGBTQ+ Center, respectively. In addition, packaging for the company’s line of ready-to-use vape pens was given a temporary rainbow redesign.
Somatik, a maker of cannabis-infused, cold brew coffee and chocolates, is donating 5 percent of its overall sales proceeds during the month of June to the Transgender Law Center. The LGBT owned and operated company was founded by Chris Schroeder and his partner Clayton Coker.
A seasonal offering, Plus Products re-released its limited edition Plus Rainbow Sorbet gummies for 2019 Pride. For every rainbow adorned tin sold throughout the month of June, the company will make a $1 donation to the San Francisco LGBT Center.
Kiva released a limited-edition flavor in its Camino gummies collection: Tropical Punch. The company partnered with popular drag queens Heklina, Peaches Christ, and Laganja Estranja to create the product and will donate a portion of proceeds to the queens’ charities of choice: Los Angeles LGBT Center, Harvey Milk Center for the Arts, and the GLBT Historical Society.
Bath bomb maker Kush Queen released a limited edition 2019 Pride Collection with 20 percent of all sales going to Trans Lifeline, a national nonprofit that provides service, material support, advocacy, and education to the transgender community. The kits include a rainbow-colored CBD bath bomb, Ignite CBD lubricant, and Pride Bäre CBD Tincture.
Punch Edibles created its White Chocolate Rainbow Cake chocolate bar exclusively for Pride. A portion of proceeds from sales of the limited-edition flavor will be donated to the nonprofit organization Out & Equal.