From Ricardo's Desk: Why Are Brand Values So Valuable?
Friends.
Today, let’s talk about how—and what—we communicate with our most important audiences.
While most companies engage their target audiences via straightforward branded collateral, some businesses instead wear their brand values on their sleeves. Whether they support American farmers (Chipotle) or criminal justice reform (Ben & Jerry’s), values-driven brands want consumers to know exactly where they stand on complex modern issues—even though many of these initiatives don’t appear to have anything to do with selling burritos or ice cream.
Or do they?
As a consumer, journalist, marketer and futurist working primarily in American cannabis, I feel strongly that values-driven brands will be the brands that will dominate the federally legal cannabis industry of the future.
Consumers—who are four to six times more likely to buy from, trust, champion and defend purpose-driven brands—are spurring this mass adoption in traditional industries, and the same will absolutely be seen in cannabis. Of course, the why of a brand’s purpose has to resonate with the brand’s products and founders, and the brand’s commitment to the cause must be sincere, unwavering and felt year-round.
There’s a right way for a brand to do this—and a wrong way, naturally.
And as the summer calendar advances, some of last month’s inauthentic Pride campaigns—known as rainbow-washing—are starting to age poorly and reveal corporations that don’t practice year-round what they preach on Instagram each June.
I was thinking a lot about Grasslands’ brand values as my colleagues and I were gearing up for our first post-lockdown event of 2021: a full-on Pride Party (photos below) that we co-hosted in late-June with our clients Actall, which took over a downtown Denver sidestreet with breakfast burritos, mimosas and loud-and-proud Pride anthems.
The guest list at the Actall x Grasslands Pride Party was made up of our colleagues, families, clients, media friends, strategic partners and others.
And like all Grasslands parties, the bar was open—but the tip jar was raising donations for an organization we support: The Center on Colfax, the largest LGBTQ+ organization in the Rocky Mountains. Thanks to the generosity of our attendees and co-hosts, we raised nearly $500 for The Center on Colfax.
While it was important for us to mark the occasion of Pride on the last weekend of June, as is tradition, my colleagues and I are serious about our year-round commitment to supporting equality and human rights. As a Gen X CEO and company founder, I was fortunate to learn allyship from friends and family at a young age—and I recognize my responsibility to continue this learning, activism and support. And much of that comes out via how we operate at Grasslands, which not only goes big for Pride but also prioritizes DEI in hiring and corporate giving every day.
In fact, Grasslands will be rolling out our latest corporate social responsibility campaign in the months ahead—and the primary thrust of that work will be to support a local and global institution that works daily to hold the powerful accountable, thus propelling this important work toward true equality.
But I’ll have more on that CSR program soon. Until then, let’s remember to prioritize our brand values every month—and to fully communicate those values to the audiences that matter most to our brands. As always, I’m around if you want to discuss this type of strategic comms and tactful content marketing—ricardo@mygrasslands.com.
Ricardo
Ricardo Baca is a 20-year veteran journalist and cannabis futurist, widely respected in both modern media and drug-policy circles. He was appointed The Denver Post’s first-ever cannabis editor in 2013 and founded news vertical The Cannabist, where he extensively covered the advent of the U.S. adult-use cannabis market and related issues around the world, as seen in the feature documentary Rolling Papers.
Ricardo launched Grasslands: A Journalism-Minded Agency® in 2016 to work directly with business leaders in highly regulated industries, from cannabis and psychedelics to spirits and healthcare. In 2023, Colorado Gov. Jared Polis appointed Ricardo to the state’s first-ever Natural Medicine Advisory Board to contribute to policy development around the state’s eventual psychedelics framework.
Named one of Fortune’s 7 Most Powerful People in America’s Marijuana Industry in 2016 and Marketer of the Year by AdCann in 2019, has received numerous accolades for his trailblazing work. In addition to his previous journalistic coverage of drug policy, cannabis business and culture, Ricardo continues to host panel discussions at events nationwide and contribute columns for a number of top publications including Rolling Stone. He is also a sought-after thought leader in media, cultural events and podcasts, and has spoken on The Colbert Report, NPR’s All Things Considered, TEDxBoulder, TEDxMarin and multiple years at SXSW.
Three media outlets I check every single day: The Denver Post, Vox, The New York Times
Super inspired by: Ruth Bader Ginsburg
My monthly #GrasslandsGives donation: The Marshall Project
When I’m off the clock (in five words): Travel. Design. Writing. Feminist. ENFP.