Inside the new world of women and weed

Several times a year, Ad Age creates and shares an exclusive trend report with Ad Age Insider subscribers. Already an Insider? Instantly download the trend report here. Or learn more about Ad Age membership levels and benefits here. This month, we’re taking a look at the how the legal cannabis industry is focusing its marketing efforts on women. Stroll around an urban neighborhood in the U.S., and you’ll see people hitting vape pens and signs for CBD in shop windows everywhere. Yes, the cannabis industry is definitely flourishing. As more states legalize marijuana—it's currently legal in 10 states plus Washington, D.C., for recreational use, and in 33 for medical use—brands and marketers are hopping on the green train, too, bringing it into the mainstream for the first time in U.S. history. While there are still serious social issues and inequities surrounding marijuana use in the U.S., and we still have a long road ahead to change that, it’s also true that cannabis has grown up. Images of booby blondes serving weed on silver platters have given way to a new, sleeker and decidedly more sophisticated cannabis culture—and women are the fastest-growing target audience. Cheech and Chong are out, and Abbi and Ilana from "Broad City" are in. Even Martha Stewart has gotten in on the act. Here are five key takeaways from Studio 30 contributor Annie Daly's "Women and Weed" trend report for Ad Age Insider subscribers: To download the latest exclusive member content or to learn about being an Ad Age Insider subscriber, click here.

Inside the new world of women and weed

Featured Stories