One of the main concerns in cannabis is how to build an equitable industry that rights the wrongs of prohibition. Although some progress has been made, businesses are ultimately failing our BIPOC peers. That’s because leaders approach social equity all wrong, seeing profit drivers and equity as distinct entities. What if we adjusted our mindset to create an “and” rather than an “or” situation? In this session, industry leaders will discuss how the simple act of doing smart business can bring about real advancements in equity while driving profits and mobilizing conscious-driven consumers. They will explore how we can generate seismic shifts in institutional thinking to marry the siloes and address the barriers to entry for entrepreneurs, creating an equal and fair industry for all.