Cannabis Equity Isn’t Just About Licensing: A Look at Real Access and Ownership

Cannabis Equity is a phrase we hear often, but achieving it requires more than handing out licenses. While licensing programs are an important first step, they are far from a complete solution. True cannabis equity demands a serious look at the barriers that exist after the ink dries on a license—barriers like funding, real estate access, marketing power, and community trust.

At The 1937 Foundation, our mission is to inform, educate, and heal the communities most impacted by the War on Drugs. We believe real change happens when we push past symbolic victories and fight for full, tangible ownership opportunities. Join us in rethinking what cannabis equity should look like—because equity without access isn’t equity at all.

Beyond the License: The Real Challenges Equity Applicants Face

Securing a cannabis license is often celebrated as a major victory—and it is. But licenses alone don't build sustainable businesses. Many new entrepreneurs, especially those from communities disproportionately impacted by prohibition, quickly discover that the road to ownership is littered with systemic obstacles.

To move cannabis equity from theory to reality, we must dismantle these barriers at every level.

Access to Capital: The Make-or-Break Issue

The number one challenge facing equity operators is access to capital. Starting a dispensary, cultivation site, or processing facility often requires hundreds of thousands—sometimes millions—of dollars.

Traditional banks and credit unions rarely lend to cannabis businesses due to ongoing federal prohibition. This leaves entrepreneurs scrambling for funding through private investors, predatory lenders, or personal savings, putting them at a major disadvantage.

Programs like California’s Cannabis Equity Grants are designed to help, offering millions of dollars in support for verified equity applicants. But funding levels often fall short compared to the overwhelming need. Without large-scale investment programs at the state and federal level, many equity license holders never even get the chance to open their doors.

Real cannabis equity means more than a license—it means making sure entrepreneurs have the financial runway to build and thrive.

Real Estate and Zoning: The Hidden Barrier

Even with a license and some funding, finding a compliant property is another enormous hurdle. Cannabis zoning laws severely restrict where businesses can operate, often limiting them to undesirable or overpriced locations. In many cities, green zones are intentionally pushed to industrial areas or kept out of major commercial corridors.

The lack of accessible real estate pushes many operators into leases they cannot afford or forces them to give up altogether. Without reforms that make zoning fairer and more transparent, licenses alone will never translate to ownership. Cannabis equity must include fair access to real-world locations where businesses can realistically succeed.

Marketing and Brand Visibility: Competing in a Stacked Deck

Brand power is everything in the cannabis industry. Customers are drawn to what they know, what they see, and what they hear about most. But cannabis entrepreneurs—especially those starting small—face steep marketing challenges.

First, traditional advertising options like billboards, social media ads, and mainstream media placements are heavily restricted or even banned for cannabis businesses. Even where it's allowed, the high costs of advertising lock out small operators with limited budgets.

Meanwhile, large multi-state operators (MSOs) with deep pockets flood the market with massive marketing campaigns, further crowding out equity businesses trying to build brand awareness. Without creative solutions and financial marketing support, many small, equity-driven brands remain invisible to the wider market.

Cannabis equity isn't just about starting a business—it's about empowering entrepreneurs to compete, tell their stories, and build lasting brands.

Community Trust: The Key to Long-Term Success

Even beyond licenses, funding, and marketing, one intangible factor can make or break a cannabis business: community trust. In many Black and Brown neighborhoods, memories of cannabis-related criminalization are still fresh. People remember how their communities were policed, how opportunities were denied, and how families were torn apart. For a cannabis business to succeed in these areas, it must first rebuild trust.

That trust isn't earned overnight—it takes intentionality. It requires investing back into the community, hiring locally, offering educational programs, and being visible as a true community partner.

At The 1937 Foundation, we believe that true cannabis equity includes the community at every stage—not just as consumers, but as stakeholders and partners in success.

The Role of The 1937 Foundation: Building True Cannabis Equity

At The 1937 Foundation, we refuse to accept half-measures when it comes to cannabis equity. Our mission is rooted in the belief that the people most harmed by the War on Drugs deserve not only a seat at the table but real ownership and real opportunity.

Here’s how we work toward this goal every day:

• Education: We equip community members with knowledge about the cannabis industry, from cultivation to entrepreneurship, so they can succeed on their terms.

• Advocacy: We fight for policy changes that dismantle barriers like unfair zoning laws, lack of funding, and discriminatory practices.

• Investment: We support equity applicants with resources and mentorship to help them overcome financial and operational obstacles.

• Community Engagement: We prioritize healing, empowerment, and economic development by ensuring the community remains at the heart of the cannabis movement.

Cannabis equity must be intersectional, dynamic, and deeply connected to the communities it claims to serve. We aren't just focused on licenses—we are building real pathways to ownership, longevity, and generational wealth.

Join the Movement for Real Cannabis Equity

The conversation around cannabis equity can't stop at licenses. It must expand to include funding, access, marketing, trust, and community reinvestment. Otherwise, we risk repeating the same patterns of exclusion and inequity that cannabis legalization promised to fix.

At The 1937 Foundation, we work daily to ensure cannabis equity is real, lasting, and transformative. We invite you to join us: support our work, amplify our message, and advocate for true, meaningful change.

Because when we fight for real access and ownership, we fight for a future where everyone can thrive—not just a select few. Learn more about The 1937 Foundation’s mission and find out how you can get involved today.