California Marijuana

Several recent studies have defined ways Generation Z —those born between the late 1990s and the early 2010s—are changing the consumer marketplace. For example, Brightfield Group found 37 percent of zoomers prefer cannabis to alcohol when relaxing or participating in social activities. According to Headset, the relative sales increase on 4/20 for the past three years was higher for Gen Z consumers than any other generation. Today, zoomers collectively represent spending power of $300 billion, but Oxford Economics predicts that amount will rise to $2 trillion as the other half of the generation ages into adulthood over the next ten years. One aspect of the generation that makes it economically significant: The entirety of Gen Z has grown up during a time when cannabis was legal in at least some places. Cannabis is not among the taboos recognized by anyone in the cohort. They’re not afraid of the plant, and they’re not afraid to spend money on products and services related to it. Neithe...