The Cannabis Marketing Association (CMA), a Denver-based organization dedicated to shaping the cannabis industry’s communications landscape, is closing its doors after more than nine years. The announcement, made by founder and CEO Lisa Buffo, has left many in the industry reflecting on CMA’s impact and what its closure signals for cannabis marketing professionals.
A Decade of Influence Comes to an End
For nearly a decade, CMA has been a central hub for cannabis marketers looking to navigate an industry fraught with legal challenges and shifting public perceptions. Through networking opportunities, educational initiatives, and the annual Cannabis Marketing Summit, the association became a trusted resource for professionals trying to establish and maintain legitimacy in an often-misunderstood market.
Buffo, in a letter to members and a public social media post, emphasized the organization’s dedication to fostering an “authentic understanding of cannabis and its consumers.” She highlighted how CMA worked to elevate marketing standards in the cannabis space through industry education, community-building, and best practices.
What Led to the Closure?
The decision to shut down CMA has raised questions about the challenges facing cannabis-focused organizations. While Buffo did not provide specific reasons for the closure, broader industry struggles may have played a role.
- Regulatory Uncertainty – Cannabis marketing is heavily restricted by federal and state laws, making it difficult for businesses to advertise through traditional channels like social media and search engines.
- Economic Pressures – The cannabis industry has faced financial headwinds, with businesses cutting costs amid declining investment and oversaturated markets.
- Shifts in Industry Dynamics – As larger corporations take over the cannabis space, smaller advocacy-driven groups sometimes struggle to maintain their relevance.
Despite these hurdles, Buffo’s statement suggests that CMA’s mission may not be entirely lost. She acknowledged ongoing interest from individuals and groups considering acquiring the organization and its assets, hinting that the brand or its resources could live on in some capacity.
The Cannabis Marketing Summit and CMA’s Legacy
One of CMA’s biggest contributions to the industry was the Cannabis Marketing Summit. This annual event gathered marketers, brand builders, and communication professionals to share insights and strategies. Buffo herself became a familiar face at major industry events like MJBizCon, where she often spoke on marketing trends and compliance challenges.
CMA was also instrumental in promoting ethical marketing standards and helping businesses craft messaging that resonated with both regulators and consumers. For an industry that still struggles with stigma, CMA played a role in pushing cannabis into the mainstream conversation.
What’s Next for Cannabis Marketers?
The closure of CMA leaves a gap in the industry, particularly for marketers looking for community support and best-practice guidelines. However, cannabis professionals still have options:
- Other Industry Events – Conferences like MJBizCon, Hall of Flowers, and Benzinga Cannabis Capital Conference continue to offer networking and learning opportunities.
- Independent Marketing Firms – As the industry matures, specialized cannabis marketing agencies have emerged to fill the void left by associations like CMA.
- Advocacy Groups – Organizations such as the National Cannabis Industry Association (NCIA) and Minority Cannabis Business Association (MCBA) still provide education and policy advocacy for cannabis businesses.
Buffo has invited anyone seriously interested in acquiring CMA or its assets to reach out to her directly. While it’s unclear if the association will continue under new leadership, its influence on cannabis marketing professionals over the past nine years is undeniable.