April 20th, or better known as “420” is a global celebration of cannabis culture. But for Black people, the history behind the term holds deeper significance, rooted in a long-standing struggle for social justice and equity. In recent years, the cannabis industry has faced criticism for its absence of diversity and inclusivity, but Black activists and entrepreneurs are reclaiming the narrative and using this day as an opportunity to advocate for change and highlight the contributions Black people have made to the cannabis industry. While commemorating 420, we celebrate the resilience and creativity of Black people in this space, and continue to push for a more equitable future.
Before becoming a recreational drug, the cannabis plant was used as an industrial cash crop by early American presidents to make fibers, rope, and paper. Cannabis was also a major ingredient for medicines targeting pain, spasms, nausea, and depression. At the turn of the 20th century the drug was popularized by Black jazz musicians and Mexican immigrants. These associations with the Black and Mexican demographics are what drove the backlash from White lawmakers and state officials to make the drug illegal. The controversial use of the plant led to campaigns to criticize the drug, including changing the name to marijuana, drawing a connection to the Mexican users, and funding the anti marijuana film Reefer Madness, used as a scare tactic with the public.
The use and sale of cannabis in the United States were effectively banned with the passage of the Marihuana Tax Act in 1937. There was a concerted effort by lawmakers and the media to vilify cannabis and link it to Black communities. This propaganda was fueled by racist fears and stereotypes, with many claiming that the use of cannabis by Black people would lead to moral decay and social disorder. President Nixon called use of marijuana a national problem. In 1970 Congress passed a drug law, Comprehensive Drug Abuse Prevention and Control Act, identifying marijuana as a public health concern. This law placed marijuana as a schedule I substance along with addictive drugs including heroin and LSD.
Going Green: Advocating for Cannabis
While the history of Black people and marijuana in the U.S. has been marked by discrimination and inequality, there is also a rich legacy of cultural innovation and advocacy that deserves recognition and celebration. Many notable musicians, artists, and activists have been vocal about their support for cannabis use and its potential benefits. In recent years, Black entrepreneurs and advocates have been at the forefront of the cannabis industry, pushing for greater diversity and inclusion in an industry that has traditionally been dominated by white individuals.
Jess Jackson is a Director of External Affairs and Social Equity at LIV Cannabis Company known for her advocacy within the cannabis industry. Through her consulting work with Cannaclusive and LIV Cannabis Company Detroit, she has been able to provide her expertise and support the development of Principle, their social equity product line.
“Principle is a product line that is a Win, Win, Win!” said Jess. “We reinvest 100% of profits into communities via awards and grants. Last year we supported the Last Prisoner Project and Great Lakes Expungement Network. Both organizations help with expungement and education around the criminalization of cannabis. Principle also supports arts & culture creators and local and small businesses. Our awards program is 100% community led. Nominations come from community, voting comes from community and funding comes from community via Principle sales. If folks know of a community forward organization that is either a nonprofit, creative or business in need of funding, exposure, and development, nominate them today!”
LIV Detroit takes pride in being a Detroit Legacy licensee, which requires at least 51% ownership of the dispensary to be held by a long-term Detroit resident who has lived in the city for at least 15 years within the last 30 years.
“Being a part of the team that runs and operates this joint venture is not only inspiring for the opportunities available to folks like me, but it is a true testament for what can be possible when the industry sets a priority to truly partner with legacy and social equity qualified folks. I personally love being able to engage with Jason Malone who is our Detroit legacy qualified partner. He has not only brought key community connections to the venture, but his passion and drive for the city is unmatched. I am super proud to work with him to bring this vision of community forward cannabis to Detroit.”
Jess is also the co-owner and founder of Copper House Detroit, Detroit’s first Bud and Breakfast. The space is a catalyst for cannabis hospitality working with Black, queer, and women entrepreneurs in the city to advance cooperation and collaboration within cannabis. Jess uses her space and platforms to promote safety, mindful consumption, and community. This lifelong Detroiter is also Social Equity Qualified with the state of Michigan (SEQ).
The SEQ program in Michigan seeks to create a more diverse and inclusive industry by offering benefits such as priority access to licenses, technical assistance, and training programs to individuals who meet the program’s criteria. By providing these resources, the state hopes to create a more level playing field, allowing those who have been negatively impacted by previous marijuana laws to benefit from the economic opportunities provided by the legalization of marijuana.
Stems of Stigmas
The stigmas attached to cannabis use and Black people in the United States have a long history. Stigmas attached to cannabis and the Black community include stereotypes of racist beliefs and proneness of addiction, laziness, and lack of drive or success. For years, Black communities have been subjected to unjust targeting and vilification due to their relationship with cannabis, resulting in the continuation of racial gaps and systemic injustices.
“One major issue is Harry Aslinger and the racist propaganda he deployed after prohibition of alcohol ended. He catalyzed the war on drugs which was really a war on Black Jazz Musicians using the plant. He was the first director of the DEA and has been known to say things like “Reefer makes darkies think they’re as good as white men.” The stigma of this plant is rooted in anti-Blackness and xenophobia because it is associated with Black and Brown communities. We’ve been socialized with this propaganda and the stigma still remains.” said Jess.
Jess feels that Big Pharma also plays a role in systemic stigmas and the negative condonation associated with Black people who indulge in maurijana and are involved in the cannabis industry.
“Another issue is Big Pharma, oil, and plastics. Cannabis/Hemp can provide many solutions in these areas if optimized. However industrial plastics, oil and pharmaceuticals don’t want that! Because of the potential for competition, folks in plastics (like the Du Ponts) want to kill the cannabis industry and used The Marihuana Tax Act of 1937 as the first step to protect their industrial interests.
How to Safely Enjoy 420 with Jess Jackson
- Identify what you’re interested in experiencing from the plant.
- If you are unsure, ask a professional to make some referrals.
- Start low and go slow.
- Have intentionality behind your consumption.
- Prioritize a consumption method.
- Always use tested and regulated products. Knowing what is in your cannabis is so important to ensuring you meet your intention.
- Use Lyft, Uber, or a designated driver this 4/20 holiday.
Key Terms
Cannabinoids – Chemical compounds that affect how cannabis interacts with the body.
Terpenes – Aromatics in the flower that give different wellness benefits.
Potency – How much THC is in the product.
Consumption methods – How you consume.
LIV Cannabis Company has 5 locations and their highly loyal club is one of the best in the industry. If you’re looking to collect a point for every dollar spent to save big—shop with LIV retailers. LIV can be followed on Instagram @livcannaco and on Facebook at Liv Cannabis. Their Detroit location is located at 12604 E. Jefferson Detroit, MI 48214.
Happy 4/20! Indulge safely.
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