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Are You Committed to Impact? Making the Case for Impact in Cannabis by Frederika Easley

My name is Frederika Easley, producer and host of The People Are Blunt podcast, part of The People’s Ecosystem and Vice President of Minority Cannabis Business Association (MCBA). As I step into the nonprofit space and onboard into my new position as the Executive Director of the Cannabis Impact Fund (CIF), I felt the urge to and importance of being really clear on what things mean to me. 

Words matter and in order for people to move forward in the most efficient ways, we must be on the same page and in congruence. With that in mind, I’ll be sharing with you my thoughts on words, ideas and situations. My goal is that this helps you see my why, my passion. My hope is that you engage and show up in tangible ways. 

First, let’s explore the word and idea of impact, the action of one object coming forcibly into contact with another and/or the force of impression of one thing on another. To me, impact marks a moment of before and after—that things were like prior to an experience and what they are like now. This allows for change to be measured in both qualitative and quantitative terms. 

Or at the very least, it provides an opportunity to assess and learn from measures that were taken. At the end of the day what matters is, goals are set and met. If and when they are not, we must understand why in order to make the necessary adjustments and  try again. 

The Cannabis Impact Fund uses this as a guiding principle. So much so that the term is in our name. We are a nonprofit centered in impact. We promote equitable practices through advocacy, education and training. 

We have modules that assist with companies first educating themselves on the need for anti-racist practices, then to assess where their company currently is and finally to provide guidance in reaching tangible adjustments. These modules also provide language and context for those needing to connect the dots from individual challenges to systemic and institutional levels. 

It’s proven time and time again that having an impact centered approach to your business, whether in the cannabis space or elsewhere, creates the potential for higher revenue, better decision making, entrance into new markets, etc. Boston Consulting Group reported that diverse management teams lead to 19% higher revenue, and McKinsey reported GDP has the potential to increase by 26% when the workforce is equally diversified. Talk about what a positive difference impact makes.

Without level setting how else do we ensure that ideas of change match existing needs? I spent more than a decade prior to coming into the cannabis industry organizing and building coalitions. Through that work I learned the importance of active listening, not assuming, collecting data and establishing shared goals. 

All of these things allow work to be centered and grounded. It was this shared understanding with the founders of Cannabis Impact Fund, Kelly Perez and Courtney Mathis, that made my decision to transition to the CIF family and continue my life’s work one of ease. 

In the four years since CIF’s inception, many intentions  have been fulfilled and accomplished. Highlights include: 

Garnered support from nearly 30 industry businesses and associations resulting in donating over $100k to five national nonprofit grantees

Developed an award-winning Anti-Racism Guide for Cannabis Businesses 

Won the Diversity and Inclusion Award from Minorities for Medical Marijuana

Partnered with industry leaders such as MJBiz, Wana Brands, Grasslands, Terrapin Care Station, Expunge Colorado, The People’s Ecosystem, PufCreativ and the MCBA

Educated policymakers on racially equitable policy including housing, criminal legal reforms, health and the business of cannabis

The only way we get somewhere in the cannabis industry and beyond is through being honest about where things are, why it is the case and intentionally moving to change it. Specifically with cannabis we have the opportunity of a lifetime to create an equitable space. The moment is gone with alcohol, tobacco and oil. This is our moment.

Photo by Kindel Media

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