Young females are fueling the cannabis industry’s growth. YPulse’s health, drugs, and risky behaviors research found that marijuana usage increased in response to COVID-induced stress, and is now seen as healthier than fast food and alcohol. Legal cannabis sales grew 46% in 2020, according to cannabis sales data platform BDSA, and as legalization grows, Gen Z and Millennial women are adopting it faster than any other group. Year-over-year legal cannabis sales among women 21-24-years-old grew 151% in 2020 according to data from Headset, and sales among men in the same age range followed at 118%. As more high-quality, well-designed cannabis brands like Kiva Confections and Moxie continue popping up, the activity is becoming less stigmatized and viewed as another way to take care of one’s mental wellness. (NBC)
