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Gen Z Will Be the Ultimate Pot Consumers

This 4/20, three times more of the cohort that Corporate America’s salivating over was able to buy legal cannabis.

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Illustration: Kurt Woerpel
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America’s Generation Z is coming of age in a whole new world of weed.

This large cohort, which already has big-time spending power as the oldest age into high school and college, is formulating its consumption habits at a time when marijuana muscles into the mainstream. Unlike their Gen X or Boomer parents, Gen Z shoppers have only known a time where cannabis is edging toward acceptance, with California voting to legalize medical use in 1996—a year before even the oldest Gen Z consumers were born.