What Next?

Accepting that federal legalization is the goal, and also accepting that federal action lags behind state action, let’s look at the states. At least five states are posed to vote on marijuana legalization in November 2016. If all pass then that brings the number of free states from four to nine. This is a huge bump, but still less than the trigger point for other major social changes.

What role does business have to play?

It has been wonderful to see businesses across the country step up in support of marriage equality. I do not want to diminish the role of activists who have been fighting for decades; they deserve most of the credit. However, it is hard to imagine that the amicus brief submitted to the Supreme Court by companies like Apple and Coca-Cola didn’t weigh on the judges’ decision.

On marijuana legalization, businesses clearly have a role to play. Most obviously, the fledgling marijuana industry has been a major source of funds to promote legalization efforts across the country.

The more subtle role industry has to play is in shaping public opinion. I believe that a major cause of the increasing public acceptance of marijuana has been reputable businesses operating in the open and demonstrating that legalization isn’t the first sign of the apocalypse. A respectable marijuana dispensary fitting in with other businesses on a commercial corridor can do a lot to change people’s perception of marijuana. Even if the dispensary doesn’t turn you into a marijuana user, it may make you more comfortable with your neighbor, who is.

We entrepreneurs in Silicon Valley are always talking about changing the world. If making the world a better place really is your goal, start a company in the marijuana industry. Don’t worry about what it will look like on your resume, and don’t let the fact that you aren’t a “stoner” stop you. I had those same reservations, but I’m glad I took the plunge, and haven’t looked back. This market is wide open, and there are so many good ideas waiting to be built. This is your chance to contribute to real change while building a real business.

Media also has an important role to play. As movies, TV shows, and books depict marijuana users as ordinary characters instead of base stereotypes, this does a lot to change entrenched public opinion. Think of the impact shows like Modern Family have had on millions of Americans ideas of same-sex couples.

Businesses outside the marijuana industry should help by publicly supporting legalization efforts, and ending the practice of drug testing potential employees for marijuana.

Marijuana legalization may seem inevitable, but that view can be harmful. There is still a lot of hard work to be done between now and then. Now would be the worst time to phone it in. As we celebrate a marriage equality victory, let’s think about what we learned and apply it to cannabis legalization. Activists, non-profits, and business all have an important role to play.