Please be aware that cannabis and related laws vary. Programming in this track is designed to inform attendees about this fast-changing industry, and does not promote the use or sale of illegal drugs.

With the changes in policy and public opinion about cannabis in the last several years, there has also been a paradigm shift in the perception of using cannabis and about the people who consume it. Data shows that the demographics of who is willing to purchase and use cannabis has truly changed from the previous, more publicly stigmatized, image of stoners. Attendees for this session can expect to learn about this data and how the industry has played a role in helping encourage this paradigm shift, as well as where we have seen the most change in the "new" cannabis consumer in terms of purchase and use. Additionally, the session will cover why the industry should be mindful of this including the importance of marketing to these consumers (women, parents, seniors, and veterans, to name a few) and what to consider in order to do so effectively with product creation, innovation, and branding to interest these demographics. Finally, this talk will touch on what the industry can do to help this shift continue in a positive way with their branding and marketing, community involvement, social responsibility, and reparations for minority communities.