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Can Cannabis Be Normalized?

Mainstream acceptance is on the horizon, but we still have a way to go.

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This story appears in the October 2019 issue of Green Entrepreneur. Subscribe »

One of my favorite quotes from my interview with Chelsea Handler in the current issue of Green Entrepreneur magazine -- and there are many -- is when she said, “The world is only getting browner, gayer, and higher, so you’d better hop on the bus.” Just four years ago, who could have imagined that today, 12 U.S. states would permit the use of recreational marijuana -- with more predicted to decriminalize the plant in 2020? 

RJ Sangosti | Getty Images

The legal weed train has left the station, and there’s no turning back. But how mainstream will marijuana become? I’m writing this note from Los Angeles, the epicenter of the cannabis business, where every street corner has a fancy billboard for a new dispensary or brand. MedMen, which has been called the Apple store of weed, has an expensive ad campaign calling cannabis use “the new normal.” This is a clever phrase, and I want to believe it’s true, but I wonder if some of us are living in a bubble.

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