The Mainstreaming Of Cannabis Wellness Culture

Photo Credit: Courtesy of Botanical Sciences

Dispelling long-held negative stereotypes, cannabis has undergone a transformation that could finally unlock its wellness potential.

The medicinal benefits of cannabis are legit, with medical legalization in the U.S. now standing at 47 states. But while those healing properties are nothing new, its emerging image as a wellness category is.

The current status of cannabis in the United States is, well, complicated. There are essentially three separate, and often competing, factions of the legal market. First, just under half of the states have fully legalized it for recreational purposes. Second, 47 states currently have some sort of a medical cannabis program, providing it for medicinal purposes to those who qualify. Last but not least, the most confusing aspect of the industry is the hemp-derived side of the market, which is federally legal (thanks to the 2018 Farm Bill), but has faced headwinds in specific states where it has even been banned, such as in California. We told you it was confusing, right?

Despite those headwinds, and depending upon which of those three groups you fall into, there’s never been a more exciting time for the industry. Younger consumers are embracing cannabis over alcohol. Negative stigmas of the plant are slowly but surely beginning to wane, thanks in large part to a plethora of ways you can now ingest it without having to inhale anything. But perhaps the most surprising development is its place in the larger health and wellness movement, where consumers of all ages are increasingly turning to cannabis as a healthier alternative to alcohol, and to ease anxiety and chronic pain. It’s a far cry from years ago when the persona of a marijuana user was most definitely not someone you’d bump into at a half marathon. But here we are.

In our collaborative U.S. of N/A and Traktion Talks interview with Gary Long, CEO of Georgia-based Botanical Sciences, we spoke at length about the changing trajectory of cannabis and broader wellness trends. “Alcohol consumption is substantially down over the past five years, and in the past three years it looks like a downward ski slope,” said Long. “That’s where these (cannabis) products come in to fill that void, as people are looking forward now about their own health.”

Interested to hear more about the changing perceptions of cannabis as a wellness-related product? Listen to our podcast interview, above. Also available via Apple Podcasts, Spotify, or wherever you consume your content.