It’s the Holiday Season again. A time of Hope and forward-looking. And as we here at Imbue look to the future, the following blog seems extremely appropriate…
Hope, Recalibrated: How the CBD Community Is Finding Its Way Forward
Hope is the reason most of us are here.
Very few people entered the CBD industry chasing easy money. Companies like Imbue came because we saw something real…patients finding relief, farmers rebuilding livelihoods, scientists asking better questions about cannabinoids than had been allowed for decades. Hope wasn’t a buzzword. It was the foundation.
And yes, along the way, it seems hope got ahead of us.
When Growth Outpaced Maturity
As demand exploded, the industry grew faster than its infrastructure. Claims moved faster than data. Marketing moved faster than regulation. In hindsight, it’s easy to see where optimism blurred into overreach.
But from the inside, it didn’t feel reckless, it felt urgent. We were building an entirely new category while regulators, banks, and researchers were still deciding how to treat it. Many of the missteps weren’t born of deception, but of momentum and belief colliding with uncertainty. And that context matters.
But then Greed took Center Stage
The very foundation of the CBD industry was built on a low-THC alternative to marijuana. Essentially the same plant, just no more than 0.3 percent THC. Enough THC to ensure the entourage effect, but not enough to make one high.
But less scrupulous actors quickly discovered that chemically altering the plant to produce compounds like Delta 8 or subjugating regulations to enhance Delta 9, one could produce a powerful, psychoactive product to compete with marijuana without the marijuana-type legal restrictions. And those products exploded onto the market.
They are solely “recreational” without the CBD medicinal effects. And rightly so, have caught the attention of regulators and lawmakers whose previous support of CBD did not include these types of products. This has resulted in regulatory overreach by lawmakers, who may seemingly be well-intentioned, have little understanding of how CBD is actually produced.
The Quiet Progress Most People Don’t See
What’s often missed in the public narrative is how much the industry has learned.
Today, insiders are talking about:
- Standardized testing protocols
- More realistic, fact-based regulations
- Better supply-chain transparency
- Investment in clinical research
- Compliance-first branding and labeling
These aren’t headlines, but they’re foundations. The conversations in boardrooms and labs now sound very different than they did five years ago. Less hype. More humility. More precision. That shift didn’t happen because hope died. It’s happening because hope is beginning to mature.
Regulation as a Partner, Not a Threat
Clear rules don’t suffocate a category, they legitimize it. They protect consumers, reward responsible operators, and separate long-term businesses from short-term opportunists.
The industry is no longer asking if oversight is coming, but how to build within it intelligently, and define the difference between products designed for wellness versus those that are merely “recreational”. That’s not surrender. That’s confidence.
A More Durable Kind of Hope
The hope carrying the CBD community forward today is quieter, but stronger. It’s the hope that accepts complexity. That allows for mixed results. That understands CBD doesn’t have to be everything to everyone to be meaningful.
It’s hope grounded in repeatable outcomes, honest education, interdisciplinary collaboration and intelligent regulation. This kind of hope doesn’t chase trends. It compounds over time.
Why the Industry Is Still Worth Believing In
From the inside, the CBD community doesn’t look lost, but rather it looks like it’s growing up. The easy optimism is gone, but what’s replacing it is far more sustainable: professionalism, accountability, and real scientific curiosity.
Hope may have once pulled us forward too fast. Now, it’s doing something better. It’s teaching us how to move forward with well-intentioned determination. And that’s how this industry lasts.
