As legislation evolves and the potential of cannabis becomes better recognised and understood on a global scale, the industry is undergoing a rapid change in perception. This momentum has transformed cannabis from a niche recreational subculture to a pivotal mass industry, with media and brands educating and de-stigmatising the use of the ingredient.
In this month’s Futures feed - High Culture - we explore the industry's growth and the influence it is having on areas of life as diverse as health and wellness, food, leisure, alcohol and nightlife. The feed presents four emerging themes of change which are brought to life by the key insights driving the evolution of the industry, the shifting visual codes of the category, best in class examples and the opportunities this fast changing category presents to brands across every sector.
Notable newcomers in this space include California’s Defonce cannabis-infused chocolate and the Dosist - the first cannabis vape pen.