Today, California becomes the world’s largest legal marijuana market. It’s not the first American state to go fully legal, but with its outsized cultural influence and economy larger than France, it’s about to do for cannabis what Hollywood did for celluloid and Silicon Valley did for the semi-conductor.
Already, 30 US states have legalized medical marijuana (Med). Next year, Canada is likely to become the first large industrialized nation to legalize recreational (Rec), with support from prime minister Justin Trudeau. Germany, Israel and Australia have the beginnings of Med industries. Legal marijuana is coming to your neighborhood, maybe a lot sooner than you think.
For decades the plant has been stigmatized, at best, as a time waster for malodorous and unproductive men, with the disapproval factor steepening after age 30. But here in Los Angeles, the world’s most important cannabis market, a rebranding is underway. Marketers