Examining Real Progress Through One Brand’s Journey
As the cannabis industry continues to grow, so do conversations about social equity—the idea that those most harmed by cannabis criminalization should be meaningfully included in the legal market. While the concept is widely embraced, the reality is more complex. Through the lens of one brand’s story, we examine where social equity stands today and what still needs to happen.
Case Profile: Rise Wellness Collective (Pseudonym)
Founded by: Two entrepreneurs impacted by pre-legalization arrests
Location: Illinois
Mission: Provide employment, mentorship, and community investment in underserved neighborhoods
Product focus: THC edibles and wellness-oriented tinctures
Support received: Equity license, state-backed startup grant, local incubator resources
The Promise
Rise Wellness Collective launched with excitement and community support. As one of the first recipients of Illinois’ equity license program, they had access to a reduced license fee, expedited processing, and grant funding. Their goal was clear: build a brand rooted in restorative justice and create jobs for others affected by cannabis-related convictions.
The Reality
Despite the early support, the challenges piled up:
- Securing retail shelf space proved difficult without large distribution partners
- Marketing restrictions made it hard to compete with established, well-funded brands
- Banking and insurance limitations delayed product launches
- Delays in grant funding caused cash flow bottlenecks
By year two, Rise Wellness had built a loyal local following—but was struggling to scale. Their co-founder described it as “swimming against a corporate tide with no life vest.”
The Impact
What they achieved despite challenges:
✅ Hired 10+ employees from impacted communities
✅ Ran free workshops on cannabis entrepreneurship
✅ Created a line of products emphasizing transparency and ethical sourcing
✅ Partnered with local nonprofits to fund expungement clinics
Their story reflects both the potential and the pressure of operating under an equity banner in a competitive market.
Key Takeaways
- Licensing isn’t enough — Without long-term funding and distribution help, equity licenses alone can’t guarantee success
- Education and incubation matter — Mentorship and business training are essential
- Corporate competition is real — Multistate operators often dominate shelf space and ad visibility
- Community support can keep a brand afloat — Grassroots loyalty and mission-driven marketing still hold value
Final Thought
So, are we there yet when it comes to social equity in cannabis? Not quite. While programs exist and success stories like Rise Wellness offer hope, the system still favors scale, capital, and connections. For social equity to work, it must go beyond paperwork—it requires ongoing investment, infrastructure, and accountability.
Until then, real progress depends on more than a license—it requires a level playing field.