There's another way pot brands can make themselves stand out: a celebrity endorsement. Many big names in music and movies have jumped on the cannabis industry bandwagon as well, with famous tokers like Willie Nelson, Snoop Dogg, and Tommy Chong respectively lending their image to brands such as Willie's Reserve, Leafs by Snoop, and Chong's Choice.
Cannabis enthusiasts are eating rather than smoking their weed more than ever before under legalization. Revenue from flower (or raw marijuana) sales fell below 50 percent of the market for legal cannabis for the first time in 2017, implying that consumers are willing to pay higher prices for healthier consumption methods. In Oregon, the market share of edibles nearly doubled from 8 percent to 15 percent in the same year, while that of concentrates — or CBD oils extracted from marijuana flower — rose from 19 percent to 26 percent.
The industry is growing so fast that the number of cannabis-related job postings online increased 445 percent in 2017. Marijuana Business Daily estimates that in the same year, there were as many as 230,000 employed by the legal cannabis industry, with job growth outpacing even other fast-growing fields like tech and healthcare.
Because cannabis remains federally illegal, banks aren't allowed to provide financial services to pot shops and other marijuana-centric businesses, which forces the entire industry to operate in cash. Some states have drafted bills, like Oregon's SAFE Banking Act, which would free up banks to serve the cannabis industry.