As the world’s marketplace has been forced to adapt to an increasingly digital society, robust economic activity brought on by the meteoric rise of e-commerce has been paired with another, heightened connection between consumers brought on by online platforms and social media have positioned consumers as the true tastemakers of the modern world.
Ready and willing to expose brands with insidious business practices or harmful operations, this new era of online consumers has begun to make its desires from contemporary companies loud and clear, with one clear demand in mind: sustainability.
Particularly as the adverse effects of climate change become more and more apparent, consumers are beginning to shift their spending power in turn, with 69 percent of surveyed global consumers revealing they’re actively trying everything possible to minimize their carbon footprint. As such, eco-friendly brands fulfilling this growing consumer base’s expanding needs are making a major impact across the modern marketplace, much like entrepreneur Anastasia Romanova's conscious cannabis brand, Hemuly.
Uniquely positioned as a female-led cannabis brand, Romanova and her fellow female immigrant co-founder of Hemuly, Dojcilo Scekic, have already disrupted the cannabis industry solely through their positions at the helm of a cannabis company in a male-dominated industry. Looking to lead other aspiring women entrepreneurs to follow in their footsteps, the duo has carefully built Cannacare to lead the cannabis market as a whole toward more sustainable practices through the brand’s special cultivation techniques.
Throughout Cannacare’s cultivation regimen used in the brand’s indoor farms in Oklahoma and California, Romanova’s team has instilled cutting-edge irrigation systems that cut down on water usage, and subsequently, excess waste, during the growth process. This has been paired with Cannacare’s proprietary lighting systems – known as Cannacare LED – that stimulate cannabis growth without overusing energy, combating two of the agriculture industry’s largest waste problems with a swift one-two-punch.
Fully embracing its eco-friendly mission, Cannacare likewise refrains from the use of pesticides on its cannabis crop, and uses compost and organic soil throughout the growing process to provide an overall safer and environmentally-forward product to consumers. And with a commitment to contribute 20 percent of its revenue to like-minded philanthropic ventures, Cannacare has looked to spread its sustainable success toward deserving causes, leading by example on how a truly sustainable 21st-century company should handle operations for the good of the cannabis industry, humanity, and the world.
For more on Romanova and Cannacare, visit the entrepreneur's Instagram and the cannabis brand’s website and Instagram for further information on the company's game-changing cultivation process.
