How Can We Better Help People in 2026?

By Jeremy Amos

Published: Friday, Jan 02, 2026

There's a question we keep coming back to. Not "how can we grow?" or "how can we compete?" or "how can we navigate regulations?" Those are important. But they're not the question.

The question is: "How can we better help people?"

That's why hemp exists. That's why cannabinoids matter. That's why any of this work is worth doing. Not for market share. Not for revenue. For the person using a product who's trying to sleep better, manage pain, reduce anxiety, find relief.

That's the point. That's the measure. That's the question that matters.

So as we head into 2026, we're asking it seriously. Not as a marketing angle. As a genuine inquiry into how we do this work better.

Here's what we're thinking about.

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1. Make Better Products

This sounds obvious. But "better" needs definition. Not higher milligram counts. Not more impressive COAs. Not fancier marketing.

Better means: more effective for the person using it.

That requires understanding what "effective" means for different use cases: Someone looking for sleep support needs different cannabinoid profiles, different ratios, different delivery mechanisms than someone looking for daytime focus or pain management or anxiety reduction. One formulation doesn't help everyone. One ratio doesn't serve all purposes. One delivery system doesn't fit all needs.

Better products means more intentional products. Formulated for specific outcomes. Tested for those outcomes. Designed around how people actually use them.

In 2026, we're asking: Are we formulating for effect or just for spec sheets? Because spec sheets don't help people. Effects do.

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2. Make Products That Work Consistently

Here's what undermines trust faster than anything: inconsistency.

Someone finds a product that helps them. They reorder. The second bottle doesn't work the same way. Maybe the cannabinoid profile shifted slightly. Maybe the bioavailability changed. Maybe the source material was different. Maybe the processing wasn't as controlled.

Whatever the reason, the result is the same: they stop trusting the product.

And they stop trusting cannabinoids generally. That's not just bad business. It's bad for the entire industry. Because every person who tries CBD or CBG or CBN and has it not work—or work inconsistently - becomes someone who tells others it doesn't work.

Consistency isn't just a manufacturing challenge. It's how we build trust in the plant itself.

In 2026, we're asking: Are our systems designed to deliver consistency, not just quality? Because quality in batch 1 doesn't help if batch 10 is different.

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3. Educate Without Overpromising

The hemp industry has a credibility problem. Not because the plant doesn't work. But because the marketing often overpromises what the products deliver.

"Cures everything!" "Miracle molecule!" "Better than pharmaceuticals!"

That's not education. That's hype. And hype undermines trust.

People try products expecting miracles. Products deliver modest benefits. People feel deceived, even when the modest benefits are real and valuable. The solution isn't to stop talking about benefits. It's to be honest about what cannabinoids actually do.

CBD helps some people with some types of anxiety. It doesn't cure all anxiety for all people.
CBN may support sleep for some users. It's not a pharmaceutical sleep aid.
CBG shows promise for certain applications. It's not a cure-all.

Honest education builds realistic expectations. Realistic expectations lead to satisfaction with actual results.

In 2026, we're asking: Are we educating people about what cannabinoids actually do, or what we wish they did? Because overpromising helps no one. Not the customer. Not the industry. Not even the company doing it.

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4. Make Quality Accessible

Here's the tension: quality costs money.

Comprehensive testing costs money. Careful sourcing costs money. Proper manufacturing costs money. Quality control costs money. That cost gets passed to brands. Brands pass it to consumers. Consumers decide if cannabinoid products are worth the price. And for many people, they're not. Not because cannabinoids don't help. But because the price point puts them out of reach.

Quality that's too expensive to access isn't actually helping people.

We're not suggesting compromising quality. That's not the answer. The answer is finding ways to make quality more efficient. Better processes. Smarter systems. Reduced waste. Optimized workflows.

The goal isn't cheaper products. It's more accessible quality.

In 2026, we're asking: How can we maintain standards while making them more accessible? Because cannabinoids that help people only help if people can afford them.

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5. Partner With Brands Who Share the Goal

Not every brand is trying to help people. Some are trying to move product. Some are trying to capitalize on a market. Some are trying to find regulatory loopholes. Some are just trying to make money.

Those aren't our brands.

The brands we want to work with are asking the same question we are: "How do we better help people?"

They care about formulation. They care about consistency. They care about education. They care about making products that actually work for the people using them.

They're not just customers. They're partners in the same mission.

In 2026, we're being more selective about partnerships. Not because we don't want to grow. But because growth with the wrong partners doesn't help people. We'd rather work with ten brands who care deeply about helping people than a hundred brands who care primarily about profit.

Because the brands who care about helping people are the ones making products that actually help people.

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6. Stay Curious About What We Don't Know

The hemp industry acts like we know everything about cannabinoids. We don't. We understand CBD. THC has been studied extensively. We're continuing to learn about CBG, CBN and CBC.

But there are dozens of cannabinoids we barely understand. Hundreds of terpenes. Thousands of potential combinations and ratios and delivery mechanisms.

We're still early. We're still learning. We should act like it.

That means:

Funding research where we can
Studying our own products' effects
Listening to feedback from people using them
Being honest about what we don't know
Staying open to being wrong about what we think we know

Curiosity leads to better understanding. Better understanding leads to better products. Better products help more people.

In 2026, we're asking: What are we still getting wrong? What don't we understand yet? What should we be studying more carefully? Because the moment we think we know everything is the moment we stop improving.

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7. Measure What Actually Matters

The hemp industry measures the wrong things. Milligrams. Market share. Growth rates. Revenue. Those things matter for business. But they don't measure whether we're helping people.

The metrics that actually matter:

Are people finding relief?
Are products consistent enough to build trust?
Are we solving the problems we claim to solve?
Are people recommending products to others because they work?
Are we building confidence in cannabinoids generally?

Those are harder to measure than revenue. But they're what actually indicates whether we're helping people.

In 2026, we're asking: How do we measure success by impact, not just by sales? Because hitting revenue targets while undermining trust in cannabinoids isn't success. It's short-term thinking.

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The Question Keeps Us Honest

"How can we better help people?" is the question that keeps us honest.

It's easy to drift. To start optimizing for profit instead of impact. To prioritize growth over quality. To make decisions that serve the business but not the customer.

The question brings us back.

Is this formulation actually helping people, or just hitting a price point?
Is this partnership aligned with helping people, or just moving volume?
Is this marketing educating people, or just hyping them?
Is this quality decision maintaining standards that help people, or cutting corners that serve margins?

The question is the filter.

And the honest answer—the one we're willing to say out loud—tells us whether we're on track or drifting.

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What This Looks Like in Practice

So what does "better helping people in 2026" actually look like?

It means we keep asking questions:

Does this formulation serve a specific need, or are we just hitting milligram targets?
Are we testing for consistency, or just for compliance?
Are we educating honestly, or marketing aggressively?
Are we making quality more accessible, or just more expensive?
Are we partnering with brands who share this goal?
What don't we understand yet that we should be studying?
Are we measuring impact, or just sales?

It means we keep making the hard choices:

Better formulation that costs more vs. cheaper formulation that moves faster
Comprehensive testing that's expensive vs. minimum testing that's compliant
Honest education that's modest vs. aggressive marketing that overpromises
Selective partnerships that align vs. volume partnerships that grow revenue
Long-term trust-building vs. short-term profit-maximizing

It means we remember why we're here.

Not to dominate a market. Not to maximize revenue. Not to find regulatory loopholes. To make products from this plant that actually help people live better lives.

That's the point. That's the measure. That's the question.

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2026 Is About Getting Closer to the Answer

We don't have perfect answers to "how can we better help people?"

But we're asking the question seriously. We're making decisions based on it. We're willing to be uncomfortable when the answer conflicts with what's easiest or most profitable.

That's what 2026 is about for us.

Better formulations. More consistency. Honest education. Accessible quality. Aligned partnerships. Ongoing curiosity. Impact measurement.

Not because it's easy. Because it better answers the question. And the question is the only thing that matters.

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How Can We Better Help People in 2026?

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