Changing the Story: Why Cannabis Companies Must Step Up and Own Their Image

Written By HighSight Strategies

The cannabis industry continues a tough battle against those who don’t understand it or have been scared by anti-cannabis propaganda. These beliefs are fueled by ongoing political debates and a long history of the industry staying silent. Across the country we still hear concerns from people like Texas Lieutenant Governor Dan Patrick. During the 2025 legislative session, he championed bills aimed at banning intoxicating THC products in Texas. The fear he shared regarded "loopholes in hemp law exploited by 'bad actors'," alarm over "health risks to children from THC products marketed like candy," and the unified opposition he cited from "law enforcement, medical associations, and concerned families." This powerful message paints a picture of an industry that’s not interested in safeguarding youth or complying with regulation.

This negative view gets stronger when you look at certain data. The 2023 Monitoring the Future national survey indicated that marijuana vape use did increase in 12th-grade students between 2017 and 2023. This kind of data, regardless of whether it's directly tied to legal adult-use markets or not, inevitably add fuel to the fire of legislative anxieties and public fear. Although federal reports from July 2025 show a drop in cannabis use or that usage rates "remained stable" among adolescents and young adults between 2021 and 2024, the fear based and emotional arguments around child safety often overshadow the data we see. When cannabis companies aren't actively participating in shaping their own narrative, it leaves space that gets filled only with these concerns, misleading ideas, and falsehoods.

Taking Control: How Smart Marketing and Education Can Reshape the Industry

It's no longer enough for cannabis companies to simply follow the rules. They have to show up to the fight against these negative stereotypes and change how the public and law makers see them. This means taking a strong, proactive approach that goes beyond the average advertising trends and truly shows they care about creating a safe product, preventing use by those that are underage, and support of their communities.

The need for ethical and responsible marketing campaigns are, without a doubt, truly essential. This means being super strict about making sure only adults can access your websites and ads while adhering to all regulations and laws. Examples like Indiana's Senate Bill 113 (introduced in 2025) specifically "Prohibits packaging cannabis in a manner that is appealing to children," showing the legislative desire to prevent underage substance use. Companies should be investing their money into campaigns that not only promote their products in a responsible way but also reinforce the importance of age limits and work to discourage underage access. This demonstrates a commitment to public health that extends beyond simply meeting legal requirements.

Next, proactive prevention education for young people is a game-changer. Instead of waiting for outside pressure, cannabis companies need to take on a leadership role. This could be support for age-appropriate community programs, creating and distributing public service announcements about the dangers of underage use, or joining up with non-profits working towards preventing substance use for youth. The goal is to provide accurate, evidence-based information about cannabis and the risks of underage use while building a trusted brand name. By actively joining prevention efforts, companies can prove they're committed to being part of the solution and not “just trying to make a buck.”

Learning from Alcohol: A Clear Path to Earning Public Trust

To see the effectiveness of these marketing methods we can look to the alcohol industry. For decades, alcohol companies faced similar public scrutiny, especially concerning underage drinking. Through persistent and widespread efforts, they largely embraced prevention and age restrictions as core parts of their public image. Educational campaigns became a normal part of their marketing strategies, with initiatives like highlighting their commitment to prevention efforts and public/traffic safety. Alcohol brands consistently feature "21+" or similar age-restriction warnings on their products and advertising. They've joined in the public education about the dangers of underage drinking, impaired driving, and responsible consumption, often collaborating with organizations like the Interagency Coordinating Committee on the Prevention of Underage Drinking (ICCPUD).

This change is marketing, over time, has ultimately shifted public opinions on this industry. While concerns about alcohol misuse are still there, the industry itself is generally viewed as truly caring about responsible consumption, interest in their customers wellbeing, community engagement, and youth prevention efforts. Neighborhoods often welcome the addition of an alcohol businesses because the industry has, over time, showed a commitment to rules and public safety. This effort leads to businesses and industry as a whole being seen as entities that are contributing to the local economy, rather than as threats to public health.

If cannabis companies began to embrace proactive and sustainable approaches, not just meeting regulations but leading in marketing for responsible use, age restricted use , and public education the potential shift in overall perception could be massive. Can you see a future where the cannabis industry is viewed as contributing members of the community?  Can you imagine that they are seen much like a local brewery or liquor store, because they are clearly invested in preventing underage access and promoting safe consumption. Taking the active role in participating to create their own narrative and showing consistent care for public well-being can systematically shift the views of the cannabis industry, allowing them to finally shed the "bad actor" stereotype and be seen as trusted, responsible entities.

High Sight Strategies is a partner in this space as we specialize in crafting marketing assets, educational campaigns, and positive PR strategies designed to help cannabis companies take control of the narrative. By developing public education campaigns, and fostering strong community ties, High Sight Strategies helps its clients move past the false stereotypes and propaganda that misinformation promotes to instead showcase themselves as legitimate, trustworthy, and responsible industry leaders committed to public well-being and quality products

The future of the cannabis industry is reliant on its ability to face and overcome these tired old "Refer Madness" beliefs. By embracing ethical marketing, making underage substance use prevention a top priority, and building positive public relations with positive community engagement, we can reshape those degrading myths about who and what the industry is. We can build trust and ensure a stable and responsible path forward. It's time to take back the narrative!

Sources:

HighSight Strategies
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