The landscape of cannabis advocacy has evolved dramatically over the past decade, reaching pivotal milestones in 2024 and laying the groundwork for continued efforts in 2025. From legislative victories to societal shifts in perception, advocates are celebrating successes while remaining vigilant about the challenges that lie ahead.
2024: A Year of Wins
The year 2024 was a banner year for cannabis advocacy, with some major “high” points (pun intended). Several states in the U.S. gave the green light to recreational cannabis use, bringing the total number to over 30. For example, Maryland and Missouri both celebrated their first year of recreational sales, bringing in over $1 billion in combined tax revenue, according to state reports. Internationally, Germany rolled out a federal legalization framework, positioning itself as a European trailblazer.
One of the standout wins of 2024 was the passage of the SAFE Banking Act in the United States. This groundbreaking legislation allowed cannabis businesses to finally access traditional banking services—a game-changer for an industry that’s been stuck in cash-only limbo. Groups like the National Cannabis Industry Association (NCIA) played a pivotal role in making this happen, lobbying for over a decade to fix this glaring issue.
On top of policy wins, public education campaigns also hit a new stride. Nonprofits and advocacy groups like the Drug Policy Alliance launched TikTok and Instagram campaigns that shared personal stories about the medicinal benefits of cannabis. One viral campaign featured a grandmother who swapped her pain meds for CBD—and now makes her own edibles. This humanized approach helped destigmatize cannabis use across generations.
Challenges on the Horizon
Of course, it’s not all smooth rolling. Despite the wins, cannabis advocacy faces some gnarly challenges in 2025. One of the biggest buzzkills is the patchwork of state and federal laws in the U.S. While federal banking reform was a step forward, full legalization remains a pipe dream. The result? Businesses in legalized states can’t ship products across state lines, and researchers face red tape when studying cannabis’ benefits.
Social equity is another hot topic. Communities hit hardest by the War on Drugs still struggle to break into the cannabis industry. In Illinois, for instance, only 2% of dispensary owners were Black as of 2024, despite equity programs aimed at increasing minority ownership. Advocates argue that high licensing fees and complex regulations make it tough for smaller players to compete.
Globally, new markets like Thailand—which legalized cannabis in 2022—face their own set of challenges, including oversupply and a booming black market. These issues underscore the need for smart regulations that balance supply and demand while prioritizing public health.
Goals for 2025
So, what’s on the docket for 2025? First and foremost, federal legalization in the U.S. remains a top priority. Advocates are also pushing for “automatic expungement” laws to erase past cannabis-related convictions, similar to California’s program that has cleared over 200,000 records to date.
Public education is another biggie. Advocacy groups plan to step up their game on platforms like YouTube and Twitch, partnering with influencers to debunk myths about cannabis. Expect more relatable campaigns like “Weed for Wellness,” featuring everyday users talking about how cannabis helps with anxiety, chronic pain, and even creativity.
Sustainability is also on the radar. Did you know cannabis cultivation accounts for about 1% of the U.S.’s total energy consumption? In 2025, advocates are pushing for greener practices, like solar-powered grow facilities and biodegradable packaging. Brands like Lowell Farms in California are already setting an example by running their operations on 100% renewable energy.
Conclusion
The journey of cannabis advocacy is far from over. While 2024 brought some major wins, 2025 has its fair share of hurdles—and opportunities. Whether it’s fighting for federal reform, addressing social equity, or greening up the industry, advocates are ready to blaze new trails. With a little teamwork and a lot of passion, the cannabis movement is set to make even bigger waves in the year ahead. Let’s roll!