8 Impactful Ways To Center LGBTQ+ Advocacy In Your Cannabis Business’s Marketing Year-Round

July 7, 2026
By Brie Brewer

It’s June 1. You’ve posted the rainbow version of your logo online. You’ve posted in support of the LGBTQ+ community. You’ve rolled out your line of Pride-themed merch.

It’s a great start. What comes next?

Awareness months are a great place to start, but the very real needs of the LGBTQ+ community don’t stop when the calendar shifts focus to the Fourth of July. Allyship and solidarity with the LGBTQ+ community is a year-long commitment that should not be left by the wayside after July 1, but going about it authentically is not easy.

As a queer marketer who has spent nearly a decade navigating cannabis brands through Pride, here are the best ways you can incorporate support for the LGBTQ+ community year-round.

8 Impactful Ways To Center LGBTQ+ Advocacy In Your Cannabis Business’s Marketing Year-Round

1. Create an affirming space

Keep those Pride flags up after June 30th to signal to LGBTQ+ shoppers and employees that you welcome and affirm them. Listen to what your LGBTQ+ employees have to say. Allow folks to wear flag pins that align with their identities. And if you don’t know someone’s pronouns, it’s always okay to simply ask, “What are your pronouns?” Feel free to share yours too so LGBTQ+ folks know they can safely share theirs.

2. Spotlight and support mental health organizations

Anxiety and depression affect LGBTQ+ folks at higher rates than cisgender, straight folks. For Mental Health Awareness Month in May, consider highlighting an organization dedicated to supporting the mental health needs of queer folks in your community. Volunteering, raising money, or sponsoring awareness events are all great ways to connect queer folks with mental health resources.

3. Showcase LGBTQ+ brands and people

Spotlight queer folks in your marketing well before and after June. Name a queer person your employee of the month and share a bit about them on socials. If you’re a dispensary owner, add a “LGBTQ+-owned” tag to your menu like The Travel Agency does, or post blogs reviewing LGBTQ+ cannabis brands.

4. Go for an educational moment

Back to school is on the brain in the late summer and early fall. Tap into that vibe by sharing information about queer cannabis figures, both past and present, with your audience. This can be a straightforward, “did you know” style education post about a historic figure like Dennis Peron, or get creative with storytelling or activations in your store.

5. Pay attention to your stock photos

Take a second look at who’s in your pictures. Does all your Valentine’s Day content center straight couples? Are the models androgynous? Do the people in the picture wear gender nonconforming outfits? Subtle nods to the diversity of our world and our community show us that you’re paying attention to the details.

6. Support trans organizations

Transgender Awareness Week is in November, held this year (2026) from the 13th through the 20th. The week culminates in Transgender Day of Remembrance, a day set aside to preserve and honor the memory of those killed in acts of anti-transgender violence. Reach out to community groups in your neighborhood and find out how you can get involved with celebrations, memorials, or both.

And don’t forget: Election Day is in November, and just like cannabis, LGBTQ+ rights are directly tied to who we send to Washington, the state legislature, and local councils. Reminders to vote are always welcome!

7. Prioritize inclusive language in content

Shift away from making gender-based assumptions when you communicate with your audience. For example, Bloomfield, New Jersey’s Blue Oak Dispensary ensured this blog post about cannabis and (peri)menopause didn’t limit this important discussion to just cisgender women. These small adjustments make a big difference to your LGBTQ+ audience.

8. Center queer organizations during December’s season of giving

Supporting the LGBTQ+ community financially is both welcome and sorely needed. December is a great time of year to donate to organizations that help the queer community in myriad ways, from legal assistance to housing help. Find a community partner and be sure to spread the word with your audience so they can give back, too.

Happy Pride Year!

We wouldn’t have legal state cannabis markets without advocates like Dennis Peron and “Brownie Mary” who heeded the call at the peak of the HIV/AIDS crisis. But we aren’t past cannabis history — we are making cannabis history. Think legendary drag queen Laganja Estranja, non-binary icon Ilana Glazer, and Sasha Colby’s collaborations with FLAMER.

And it’s not just the household names leading the way. As of the most recent data (from 2022), approximately 14% of cannabis employees are LGBTQ+, a figure that’s likely increased in the years since. Organizations like Proud Mary Network shape important conversations in the industry about our impact in the grow room and the board room.

The bottom line: cannabis is queer from the inside, out. June is the best time to evaluate how you market authentically to our community year-round and put a plan in place to make it happen. From small changes to big lifts, I encourage you to think about the ways that you prioritize inclusion tangibly, meaningfully, and effectively.

About the Author

Brie Brewer is the co-founder and Chief Creative Officer of CannaContent. She is also the founder of Proud Mary Network, a nationwide platform elevating LGBTQ+ voices and representation in the cannabis industry.