The West Coast and Colorado are regarded as pioneers in bringing cannabis in to the mainstream. Californians have maintained a long-standing liberal stance on the use of cannabis. These views were adopted by many long before the legalization of medical cannabis in 1996. People in the industry have worked tirelessly, and often with the risk of legal persecution, to develop and make various forms of cannabis products available to the public. Legalization of adult-use has helped bring cannabis to the forefront as novices, people who previously quietly enjoyed cannabis products, and experienced users now all openly discuss and share information about cannabis. Dialogue is becoming more common in mainstream media; legitimate and legal access to product has become simpler and more open; and, more and more experienced business people are pursuing opportunities in the industry and bring with them more traditional business approaches and practices to the industry.
One specific testament to cannabis’s cultural shift is the evolution of dispensaries. What used to be a non-descript and questionable “shop” is now a professionally run retail store, in regards to appearance, operations, and the consumer’s shopping experience. There still remains the classic dispensaries that are long standing staples of communities across California, and then there are dispensaries such as MedMen. All seven of their California locations have knowledgeable staff ready to help consumers. The myriad of options available can be viewed on their shelves or on one of their in-store tablets. These in-store shopping options appeal to consumers who are comfortable with technology as well as those who prefer a human and more personal shopping experience.
Legal cannabis sales are expected to hit $3.7 billion by the end of 2018, and are estimated to increase to $5.1 billion in 2019, according to BDS Analytics. Consumers can choose their preferred and most convenient method of shopping: at a retail location, or by way of online delivery services. Both adult-use and medicinal cannabis products are openly accessible and Californians are responding well to it.
Cannabis is becoming more prevalent in the educational institutions of America. No, we aren’t talking about students enjoying products in their dorm rooms; colleges are introducing bona-fide programs with a focus on cannabis. Some of the newly introductions to the curriculum include research program on cultivation, extraction methods and the impact of usage. There are also commercial programs exploring the business and commercialization side of the industry. The University of California, Irvine is developing a research center to investigate the medical potential of cannabis, as well as its impacts on the environment, and its relationship to business and popular culture.
We are seeing a significant shift of cannabis towards the mainstream with the new wave of cannabis consumers. Research shows that cannabis is gaining in popularity amongst various groups and communities.
Parents commonly use cannabis to help with the stresses of raising children. An Eaze.com survey of 10,000 cannabis consumers shows that one in five respondents are parents. Athletes are also coming to the forefront of cannabis advocacy. Cannabis can relieve pain and assist in muscle recovery, so it’s not surprising to see athletes turning to it as a healthy alternative to pain medication. As of January 2018 CBD is no longer prohibited by the World Anti-Doping Agency, and this speaks to a major cultural shift as healthier active communities are coming to accept cannabis products.
Pioneers in California have been fighting for decades to de-stigmatize cannabis and have society accept the genuine and undeniable benefits of its use. It’s heartening to all in the industry to see that cannabis has made the strides that it has as it continues to evolve beyond it’s classic cultural image, and in to the mainstream.
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