As the cannabis industry rapidly grows across the United States, Black Americans face a unique opportunity to reconnect with their cultural roots while building wealth in a burgeoning market. The cannabis industry, once criminalized and stigmatized, has now become a promising space for entrepreneurship, innovation, and economic empowerment. However, Black Americans have long been marginalized in the legal cannabis space, despite disproportionately bearing the brunt of criminalization. In this context, Kwanzaa—a holiday centered on African-American heritage—could serve as both a cultural grounding and a powerful business model for Black professionals seeking to thrive in the emerging cannabis ecosystem.
Kwanzaa, created by Dr. Maulana Karenga in 1966, celebrates the values and principles that foster unity, economic empowerment, creativity, and community development. For Black entrepreneurs entering the cannabis space, Kwanzaa’s principles can provide the tools needed to navigate the challenges of both the cannabis industry and the broader longing for cultural identity that many Black Americans feel in the wake of the African diaspora. Let’s explore how Kwanzaa’s seven principles align with the business values of the cannabis ecosystem, offering both a cultural and economic blueprint for success.
“THE CANNABIS COMMUNITY IS TRIBAL IN A WAY. WE GET INSULTED WHEN SOMEONE BRINGS SOMETHING THAT IS INAUTHENTIC.”- Jesce Horton Co-founder & Chief Executive Officer at Grand National
Diaspora Longing and the Cannabis Industry’s Potential.
The historical experience of Black Americans, shaped by slavery, segregation, and systemic discrimination, has led to a collective longing for a stronger connection to African heritage and ancestral roots. This longing is not just about history but about reclaiming power and opportunity in a society that has often marginalized Black voices. The cannabis industry represents a unique opportunity to do just that—by tapping into an emerging market where Black entrepreneurs can not only build generational wealth but also reconnect with cultural values that promote community, economic self-sufficiency, and social justice.
Kwanzaa’s principles offer a framework that Black business professionals in the cannabis industry can apply to build successful ventures that benefit both themselves and their communities. Let’s explore how these principles can guide Black professionals toward success in the cannabis ecosystem.
The Seven Principles of Kwanzaa and Their Alignment with Cannabis Business Success.
Umoja (Unity): “To strive for and maintain unity in the family, community, nation, and race.”
Unity is central to both Kwanzaa and successful business practices. In the cannabis industry, unity can mean collaborating with other Black entrepreneurs, forming cooperative alliances, and advocating for equity in cannabis legalization and access. The cannabis industry is still in its infancy, and there’s significant room for Black professionals to form networks that support one another. For example, organizations like The Minority Cannabis Business Association (MCBA) advocate for racial equity within the cannabis space, ensuring that Black and Brown entrepreneurs have access to the opportunities that have been historically denied.
Kujichagulia (Self-Determination): “To define ourselves, name ourselves, create for ourselves, and speak for ourselves.”
Self-determination is a principle that encourages Black entrepreneurs to take control of their destiny and define their space in the cannabis industry. For those entering the cannabis market, Kujichagulia means building businesses that reflect their values and identity, rather than allowing external forces to dictate the terms. Black leaders like Dasheeda Dawson and organizations like BIPOCann are using their platform to empower others in the cannabis ecosystem, focusing on education and advocacy for Black and marginalized communities. This principle drives innovation, with Black entrepreneurs carving out unique niches in the industry, from cannabis cultivation to retail and wellness products.
Ujima (Collective Work and Responsibility): “To build and maintain our community together and make our sisters’ and brothers’ problems our problems and to solve them together.”
The cannabis industry is still evolving, and collective work and responsibility are crucial for Black professionals aiming to succeed. Ujima calls for collaboration and support—sharing resources, knowledge, and opportunities. Cannabis conferences, networking and shared industry resources, such as those offered by Philly Black Cannabis Week , allow entrepreneurs and thought-leaders to pool together knowledge and expertise. Collective efforts such as those driven by Grand National Agency can also help ensure that the wealth generated in the cannabis industry doesn’t just benefit a few, but is reinvested into Black communities, addressing the economic disparities created by the War on Drugs—and creating wealth in black communities.
Ujamaa (Cooperative Economics): “To build and maintain our own stores, shops, and other businesses and to profit from them together.”
Ujamaa emphasizes cooperative economics, encouraging Black professionals to build businesses that generate wealth for their communities. In the cannabis ecosystem, this principle calls for the creation of Black-owned dispensaries, cannabis brands, and ancillary services. By focusing on cooperative economics, Black cannabis entrepreneurs can build a sustainable industry that supports not only individual businesses but also the broader community. Companies like Grand National are “creating the industry that we want to see” by emphasizing inclusive growth and setting the example for how businesses can thrive while promoting equity and social justice in the cannabis space. NBA Star Carmello Anthony who’s cannabis brand Stay Me7o is housed under the Grand National Agency seeks to scale businesses but “do it community oriented” as he stated at MJ BizCon in December.
Pro-Tip: Jesce Horton, Co-Founder, & Chief Executive Officer of Grand National Agency discussed creating a “House of Brands” versus creating individual branding strategies for separate cannabis brands.
Nia (Purpose): “To make our collective vocation the building and developing of our community in order to restore people to their traditional greatness.”
Nia is about having a clear purpose that aligns with the greater good. In the cannabis industry, purpose-driven businesses can focus on issues like social justice, health and wellness, and economic empowerment. By aligning our mission with the broader social and cultural goals of Black empowerment, businesses in the cannabis space can build lasting success while helping to restore dignity and opportunity to communities affected by the War on Drugs. Brands like Free My Weedman is a brand rooted in amplifying the stories of the survivors of the War on Drugs to continue the fight for inclusion, equality & resources that prioritize repairing the harm done—creating a community and purpose driven streetwear brand.
Pro-Tip: Experiencing a loss of purpose? Read this article to help you explore Understanding Diaspora Longing.
Kuumba (Creativity): “To do always as much as we can, in the way we can, in order to leave our community more beautiful and beneficial than we inherited it.”
One of the core principles of Kwanzaa is Kuumba, which encourages creativity in all aspects of life. “To do always as much as we can, in the way we can, in order to leave our community more beautiful and beneficial than we inherited it.” In the cannabis industry, this principle is being brought to life by entrepreneurs who are pushing the boundaries of what cannabis products and businesses can be, beyond just cultivation and retail. While the plant-touching aspect of the cannabis industry—growing, processing, and selling cannabis—often gets the most attention, there are numerous creative ways to enter the market and innovate without directly touching the plant. Non-plant-touching businesses are becoming an increasingly significant part of the cannabis ecosystem, offering opportunities for entrepreneurs to leverage their skills and creativity in new ways. From branding and technology to education and ancillary services, there is ample room for innovation, and Black entrepreneurs are stepping up to fill these spaces with unique, culturally relevant products and services.
Pro-Tip: Read “How Cannabis Brands are Innovating with Novel Products & Non-Plant Touching Businesses.”
Imani (Faith): “To believe with all our hearts in our people, our parents, our teachers, our leaders, and the righteousness and victory of our struggle.”
One of the most enduring principles of Kwanzaa is Imani (Faith)—the belief in our people, our communities, and the righteousness of our struggle. In the context of the cannabis industry, where Black entrepreneurs have historically faced systemic barriers, Imani becomes a powerful force for resilience and empowerment. However, the cannabis industry, despite its rapid growth, has not been free from predatory behaviors, especially with regard to the social equity license programs designed to provide opportunities for marginalized communities. These programs were established to ensure that individuals who were most negatively impacted by the War on Drugs had access to the legal cannabis market. But, unfortunately, many of these programs have been plagued by exploitation, with opportunistic “license predators” swooping in to take advantage of those seeking to enter the industry. These predators often target vulnerable communities, offering “help” in exchange for exorbitant fees, or promising financial backing that never materializes, leaving people with empty promises and broken dreams. Organizations like the Cannabis Justice & Equity Initiative (CJEI) in New York City are working to counteract these predatory behaviors and restore faith in the ability of justice-impacted communities to succeed in the cannabis space. By embodying the Kwanzaa principle of Imani, CJEI and similar organizations help Black and marginalized communities navigate these challenges with the knowledge, resources, and support needed to truly succeed in the cannabis industry.
Kwanzaa as a Blueprint for Success in Cannabis
The cannabis industry presents a unique opportunity for Black entrepreneurs to reclaim agency, build generational wealth, and restore cultural pride. By applying the principles of Kwanzaa to their business practices, Black professionals can not only navigate the complexities of the cannabis ecosystem but also create businesses that contribute to the collective good. The values of unity, self-determination, creativity, and faith can serve as guiding lights, helping to bridge the gap between the historical longing for cultural connection and the modern pursuit of success in the cannabis industry. Kwanzaa is not just a celebration; it is a powerful blueprint for building a prosperous, equitable future in cannabis.
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