A potent little herb is radically changing culture as it buds into the mainstream. In 2015, Americans spent $3.4B on legal marijuana in an industry expected to be worth up to $35B by 2020. This growing marijuana space is a vast opportunity for entrepreneurs and brands across industries – many of which have nothing to do with traditional pot. As our taste for cannabis grows, the taboo associated with marijuana is being lifted: Weed is not only changing culture, but culture is changing weed. Shedding its illicit roots, marijuana is shaking up everything from design to food, and politics to education. And this is only the beginning of the cannabis cultural revolution.
Find out how your brand can slice into this pot of disruption.
Marijuana is an ingredient that alters our natural state, much like a morning cup of coffee or an evening meditation routine. (Even our interaction with technology via social media or wearables affects our moods, altering us in mind and body.) These socially acceptable go-betweens, which help us function on the job or in our leisure time, dial our experiences and interactions with the world to a more preferable setting.
Although legal in only a few US states, marijuana is one of the most popular intermediaries for Americans. Like coffee or alcohol, marijuana will become an ingredient engrained in our everyday lives. This cultural shift is opening up unprecedented opportunities – most of which have nothing to do with yesterday’s stoner weed – and everything to do with a new face of a familiar flower.
This culture forecast explores the cultural forces budding from cannabis, at its very tipping point.
Our report examines:
How the mainstreaming of marijuana is shifting culture and business ideology.
How cannabis is becoming a lifestyle ingredient in beauty, food, tourism and more.
From design to retail and weddings, how marijuana is shifting our expectations of how we use exterior and interior spaces.
The stigmas and conversations around marijuana and their prevalence among certain groups of people online.
How marijuana is influencing modern family dynamics, in medicinal, recreational and educational ways.
The future of marijuana where it’s only beginning to bud: in sports partnerships, VR, and even dating.
97 pp., 25 illustrations
For this report, sparks & honey conducted proprietary research and interviewed cannabis industry experts. We surveyed 1,000 people, who had used marijuana at least once, in states where cannabis is legal. Using social listening tools, we gauged public sentiment around the mainstreaming of marijuana over the last six months, and consulted with High Times on the cannabis industry. Tapping into our global scout network and proprietary cultural intelligence system, we combed through thousands of signals to build a vision of the future cultural landscape of cannabis.
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