Cannabis use is growing among young females and Gen Z. Gen Z and Millennials have been paving a new era of weed culture—one that no longer sees people who smoke marijuana as burnt-out stoners, but instead people who can be equally successful and motivated. New data from Brightfield Group, a Chicago-based cannabis-focused market researcher, found that 50% of new cannabis consumers are indulging five or more days per week and female cannabis users tend to be younger and heavier users than men. Additionally, 22% of recreational cannabis consumers in 2020 were Gen Z. The SAFE Banking Act is expected to provide more opportunities for the industry, and as legislation continues to evolve around use of cannabis products, consumers are saying they’re ripe and ready for widespread normalization. (Forbes)
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