In the rapidly-changing world of cannabis culture, social media has become a powerful tool not only for brand awareness but also for social good. Today, cannabis influencers, celebrities, and sports stars are using their platforms to support charitable causes, fight stigma, and fund community initiatives that reach far beyond the plant itself. From mental health awareness to veteran support and criminal justice reform, these public figures are transforming the perception of cannabis from counterculture to compassion-driven culture.
A Shift from Influence to Impact
Over the past decade, cannabis advocacy has evolved into a movement rooted in social responsibility. Influencers like Koala Puffs, Coral Reefer, and Mila J regularly engage their audiences not just with product reviews or lifestyle content but with calls to action supporting fundraising events and local outreach programs. Many collaborate with nonprofit organizations such as the Last Prisoner Project (LPP) — an organization devoted to cannabis criminal justice reform — by hosting donation drives or educational live streams that raise awareness about individuals still incarcerated for non-violent cannabis offenses.
Celebrities have also embraced advocacy through philanthropy. Seth Rogen and his wife Lauren Miller Rogen’s nonprofit, Hilarity for Charity, originally focused on Alzheimer’s care, has expanded its messaging to include cannabis wellness and policy reform. Rogen, a long-time cannabis advocate, uses his influence to highlight how legalization can fuel funding for medical research and social equity programs.
Athletes Redefining Recovery and Giving Back
Professional athletes once silenced for cannabis use are now reclaiming their voices — and their influence — to support charitable missions. Former NFL running back Ricky Williams, known for his cannabis advocacy, founded Highsman, a lifestyle brand that integrates wellness, mindfulness, and giving. Williams frequently donates portions of sales to mental health awareness campaigns and youth sports organizations.
Similarly, NBA star Al Harrington, founder of Viola Brands, has emerged as a philanthropic leader in cannabis. His company’s foundation focuses on providing opportunities for communities disproportionately affected by prohibition. Through mentorship programs and partnerships with organizations like Root & Rebound, Viola’s outreach directly supports expungement clinics and job creation within the cannabis space.
NFL players such as Calvin Johnson Jr. and Rob Sims have also transitioned from the gridiron to giving back through Primitiv Group, a cannabis wellness company funding research into chronic pain and CTE (chronic traumatic encephalopathy). Their brand uses public awareness campaigns to destigmatize plant medicine while funding studies that could benefit both athletes and everyday consumers.
Cannabis Influencers and Digital Fundraising
On social media, cannabis influencers are bridging philanthropy and digital engagement in innovative ways. Platforms like Instagram, YouTube, and TikTok — once hostile to cannabis content — have become spaces where creators raise funds and awareness for important causes.
Influencers such as Alice Moon, a well-known advocate and journalist, use their platforms to highlight organizations supporting patients with chronic illnesses and access to medical cannabis. Others, like The Dank Duchess, merge art, advocacy, and education by collaborating with nonprofits to promote cultural preservation and BIPOC equity in cannabis entrepreneurship.
These online figures often organize digital charity auctions, participate in live “smoke sessions for a cause,” or dedicate portions of affiliate sales to charities like NORML, the Marijuana Policy Project, or local community aid groups. This hybrid of lifestyle content and activism gives cannabis philanthropy a relatable, human touch that resonates deeply with younger audiences.
Bridging Cannabis and Compassion
What makes cannabis philanthropy unique is its grassroots authenticity. Whether it’s sports stars like Williams and Harrington, cultural icons like Snoop Dogg (who regularly supports youth and community programs through his Snoop Youth Football League), or influencers connecting daily with millions of followers, the underlying message remains the same: cannabis culture is about compassion, healing, and responsibility.
As legalization expands and stigma fades, the intersection of celebrity, influence, and charity continues to strengthen. These voices amplify conversations around social justice, healthcare, and opportunity — areas long overlooked during prohibition. By merging fame with philanthropy, they’re not only reshaping cannabis culture but redefining what it means to use influence for good.