Pot Industry Breaks Stereotypes
Pot smoking has always been clouded with stereotypes–users were often considered druggies, hippies, or “stoners.” Now that the legal landscape surrounding marijuana use is shifting, many of these stereotypes are lifting. In addition to more users coming out from the shadows, those who may not have been interested in pot use may be more compelled, for example, if they have been prescribed marijuana for medical use. Since Colorado legalized the use of marijuana in January 2014 pot has become a billion dollar business. For marketers, investors, and others cashing in on the marijuana business, making marijuana mainstream is a priority.
Attracting users from all walks of life also means ‘changing the face’ of marijuana. To attract less common users, people must be aware that marijuana goes beyond stoner culture. This means that they are both legitimate business operations and that pot use is more than just hitting a bong in a college dorm room. In Colorado, business owners are savvy, using advanced technology in growing operations and in the office. Where people used to worry about getting busted for smoking pot, many of these operations are now in full effect and stationed near police departments.
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