A growing number of brands are promoting themselves as leaders of positive social change and positioning themselves as beacons in a storm. They participate in social debates and have had the courage to take controversial positions even if it has meant alienating some their customer base.

While men are often applauded for looking “handsome” or “well-dressed”, fashion  has typically been considered too frivolous or eccentric to be a truly masculine interest. Twenty years ago, the idea that a famous designer or clothing brand could play as big a role in the life of a sports team or popular musician would have seemed absurd. And yet, among the younger generations of men today—both Millennials and Gen Z—this is exactly what is happening.

Recreational cannabis manufacturers had a unique opportunity to make their brands known before cannabis restrictions were put in place following legalization during the summer of 2018. Some brands used sponsorship, associations with celebrities, experiential marketing, event licensing, and derivative products to build awareness among potential audiences.