We all love a good green story: plants, peace, planet. Unfortunately, the color of money is also green.
Sustainability claims have become as common as Sativa vs. Indica debates in the multi-billion-dollar cannabis market. From eco-friendly packaging to “organic” grow operations, brands are quick to slap on a leaf logo and call it green.
And while there might be conflicting information out there, the question remains: Is the cannabis industry truly sustainable, or high on greenwashing?
What is Greenwashing?
Take all the flowery language away, and greenwashing can be equated to being the marketing spin of the century.
Companies exaggerate or fabricate their environmental efforts to appeal to eco-conscious consumers. Think: a plastic-wrapped cucumber labeled as “eco-friendly” because the label was printed with soy ink.
Business News Daily reports that greenwashing confuses buyers. The ploy stifles progress by allowing bad actors to ride the coattails of honest environmental efforts.
In cannabis, cultivators and shops aren’t immune to the attraction of greenwashing. Many use buzzy terms like “sustainable,” “organic,” or “carbon neutral” without much substance behind them.
The Environmental Problem
Let’s first get a few things straight. The cannabis industry has not earned its full green credentials yet. However, it’s making far better progress than other sectors.
Scaling is part of the problem. A 2024 Bloomberg report estimates the U.S. cannabis industry to be worth $32 billion, and with growth comes consequences.
Much of that production happens indoors, where grow lights, HVAC systems, and dehumidifiers guzzle electricity like it’s going out of style. New Scientist found that indoor cannabis farming consumes more energy than all other agricultural sectors combined in the U.S.
Meanwhile, Curious.Earth reports that some cultivation operations use upwards of 900 gallons of water per plant over a growing cycle. The method is unsustainable in California’s drought-prone locations.
What’s being done? Not nearly enough. Forbes notes that sustainability efforts are sluggish, in part because cannabis remains federally illegal in the U.S. This comes down to limiting cross-state solutions and federal support.
Are Dispensaries the Answer?
Cannabis growers and farms are well aware of the environmental impact. Outdoor farms have significantly lower carbon emissions.
There’s another promising outtake -cannabis dispensaries, both the reliable medical and the humble recreational dispensary outlets. Why dispensaries in particular? Many stores see the value in teaming up with local farms that use organic and sustainable growing methods. These reduce the need for pesticides and promote biodiversity.
Also, buying your cannabis from a verified dispensary ensures you get a quality product. And that “certified sustainable” sticker? You can bet it’s the real deal if co-signed by a nationally recognized organization.
Qualified, trained staff should be able to guide you on the origins, strains, and THC levels. Vibe suggests purchasing your products from a reputable dispensary that takes pride in educating and informing its customers. And that includes how their buds are cultivated.
Don’t forget that eco-friendly practices go beyond the cultivation stage. Distribution and consumption are part of the system.
Eco-friendly cannabis products are:
- Organic and pesticide-free
- Come in sustainable packaging
- It is locally and ethically produced
How to Spot Greenwashing in Cannabis
Don’t get played by pretty labels and leafy promises. Here’s how to tell if your weed is green or just pretending:
Vague Language
If a company says it’s “eco-friendly” but offers no data, it probably isn’t. Look for specifics: Do they use solar energy? How much waste do they divert? What’s their water usage?
Lack of Certifications
Legitimate third-party certifications such as Clean Green or Certified Kind require adherence to strict guidelines. No badge? No brownie points.
One-Time Initiatives
Planting a tree once a year doesn’t balance out an energy-guzzling grow. Consistent, transparent progress is key.
No Transparency
If a brand won’t tell you where their product was grown or how, chances are they don’t want you to know.
Where to From Here?
Sustainability in cannabis is progressing, albeit slowly. It’s going to take work, investment, and above all, honesty.
Chemical & Engineering News (C&EN) notes in its sustainability overview that a growing number of cultivators are taking steps toward friendlier practices.
Closed-loop irrigation and solar-powered facilities are becoming commonplace among growers. However, the reality is that few back up their sustainability claims with third-party audits or transparent metrics.
State laws could help by enabling national recycling programs, streamlined certifications, and industry-wide sustainability benchmarks.
Until then, it’s up to consumers, regulators, and industry insiders to call out greenwashing when they see it.
Forbes contributor Andrew DeAngelo says, “Cannabis can lead the way in sustainable agriculture and consumer products, but not if we fake it till we make it.”
The industry has a real opportunity to change the narrative; only if it’s willing to put its (organic, ethically sourced) money where its mouth is.
