“They’re growing up in a world where cannabis is completely normal.”

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.

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Bloomberg News via AdAge.com ~