Cannabis says it's about healing.
But is it?
Every year, the cannabis industry generates millions of pounds of waste—
disposable vapes with lithium batteries,
triple-wrapped edibles,
Mylar bags, tamper seals, and exit pouches,
plastic jars, clamshells, and tubes that can’t be recycled.
Most of it ends up in landfills.
Some gets incinerated.
The rest? Floating somewhere it shouldn’t be.
Earth Day isn’t a campaign.
It’s a system check.
Most brands will post something green this week.
Few will rethink their systems.
Fewer still will connect the dots between sustainability and retention.
But in 2025, consumers expect more.
The novelty is gone.
Substance matters now.
What worked in 2019 won’t work now.
- Loyalty built on discounts? Temporary.
- Packaging built for compliance only? Irresponsible.
- Brand values written for optics? Transparent (in the wrong way).
In a maturing market, the winners will be the brands that:
- Design for reuse
- Build trust through action
- Align values with systems
The hidden cost of compliance
The industry talks a lot about safety and regulation.
But what it doesn’t talk about is the waste.
Every year, cannabis generates millions of pounds of discarded packaging—
disposable vapes packed with lithium batteries,
triple-wrapped edibles,
Mylar bags, tamper seals, and exit pouches that can't be reused or recycled.
In Massachusetts, over 1.3 million pounds of cannabis packaging waste was generated in 2022 alone.
In Michigan, there's still no statewide infrastructure to recycle the millions of disposable vapes sold annually. A recent proposal aims to let businesses collect and process them, but implementation is still on hold.
In California, over-regulated packaging rules—childproof seals, universal symbols, excessive layering—have created a compliance culture that prioritizes appearance over sustainability.
In Colorado, a single edible brand has contributed to over 20 million single-use packages. And that’s just one product category.
Even states like New York, Vermont, and New Mexico, which have implemented eco-conscious packaging regulations, are struggling. Execution lags. Enforcement is minimal. And sustainable practices are still the exception—not the rule.
The result?
Most of it ends up in landfills.
Some gets incinerated.
The rest? Floating somewhere it shouldn’t be.
This isn’t just a sustainability issue.
It’s a loyalty issue.
Because the next generation of cannabis consumers—especially Gen Z and women—are watching what you do, not just what you sell.
Meanwhile, your customer is paying attention.
- 70%+ of cannabis buyers are Millennials and Gen Z
- 75% of Gen Z avoids brands that don’t reflect their values
- 64% of Millennials will pay more for sustainable products
- Purpose-driven loyalty programs = 2x engagement over generic ones
Retention isn’t about being louder.
It’s about being aligned.
What Patagonia got right
- They didn’t “launch green.”
- They built systems that reflect their values.
- They published impact. Repaired gear. Took legal action to protect land.
- They embedded climate commitment into product, process, and policy.
Your brand doesn’t have to be Patagonia.
But it should stop pretending perfection is required to begin.
Brands leading by example
- Rose (California) – Regenerative farming, flower rosin, low-waste model
- Wana Brands (Colorado) – Accelerated degradation packaging, transparency
- Sana Packaging – Ocean plastic + hemp packaging in a closed loop
- Calyx Containers – Recyclable glass, adhesive-free, reusable
- Dama Distributing – Compostable containers, hemp plastic, reusable systems
- HISIERRA – Compostable pouches made from plant-based film, wind-powered manufacturing
They’re not performing.
They’re building.
And customers notice.
What you can do right now
1. Reduce what’s never needed
- Eliminate petroleum plastics
- Switch to glass, aluminum, hemp, or compostable materials
- Ditch adhesives and over-branding
2. Reward sustainable behavior
- Offer loyalty points for packaging returns
- Incentivize reusable bags, refills, clean-up events
- Turn values into participation, not just messaging
3. Publish your progress
- Don’t wait for perfection
- Show your packaging footprint
- Share your goals, missteps, and what you’re learning
4. Treat Earth Day like infrastructure
- Make sustainability part of your operations, not your calendar
- Stop asking, “How do we say this?”
- Start asking, “How do we build this?”
Final Word
Earth Day isn’t about optics. It’s about alignment.
In 2025, brands are judged not by how loud they are, but by how consistent they are.
Not by what they promise, but by how they operate.
The cannabis plant came from the earth.
If your business depends on it, your practices should honor it.
Sustainability is not the frosting.
It’s the foundation.
Want to build a sustainable brand—not just a campaign?
Let Herban Haus align your mission with impact—one initiative at a time.
Herban Haus helps cannabis brands build systems rooted in sustainability, retention, and cultural relevance. If you’re ready to stop performing and start leading, let’s build something that lasts.
