Why generation Z will be the ones to make cannabis compete with alcohol

Published Jun 7, 2019 01:13 p.m. ET
Credit: Katarzyna Bialasiewicz

Though legal marijuana has been available for just over six months now, the overall use of the plant products hasn’t seen much of an increase, and the newest consumers tend to be older people who are seeking marijuana for medical reasons. Overall, there hasn’t been much change in the number of people who are drinking alcohol. If this is the case, then why it is that so many alcohol beverage companies are panicking over the competition to their industry? Well, the truth is that it’s likely because they already know what is coming in terms of future cannabis culture and consumers.

As legal marijuana becomes more socially acceptable there is expected to be a slow incline in the number of people who choose cannabis products over booze, but this one generation is expected to make a massive change in how marijuana use is viewed and celebrated. Generation Xers were born in between 1995 and 2015, and all others that came before them will have experienced some level of discrimination or negative association with cannabis. Since this will be the very first to grow up in a world of legal marijuana, it makes sense that they would be the ones to truly revolutionize the market.

As the children today grow up without fear or exposure to the infamous propaganda of our time, they will have the ability to look at the entire cannabis industry with fresh and unhindered minds, and this is expected to produce a massive influx of new products and ideas to the marijuana market. Those who have experienced some level of prohibition are already advancing the industry with ideas like weed beer, CBD beer, and other unique and exciting combinations of products that we already use daily.


Generation X is expected to bring a rush of new blood and fresh ideas to the cannabis industry, but what is even more exciting is that this will be the first group of individuals in a very long time to have options when it comes to recreational substances. Since we already know that alcohol use is toxic, and quite detrimental to the body and mind as shown by the increased chance of experiencing debilitating issues like cirrhosis of the liver, it is expected that this newer and more educated group of people will hold an entirely different view of marijuana use.

This is what alcohol manufacturing companies are preparing for by experimenting with weed beer and pushing for regulations that would allow for the combining of the two substances. On the outside, it looks like a jump into an entirely new and exciting market, but what it is, is a desperate attempt to keep what is expected to someday be the dominating recreational industry at bay for as long as humanly possible. Though there is no way to know for sure what the outcome of such a fresh new perspective might bring to the table for the cannabis industry, the future is looking incredibly bright for marijuana consumers, medical users, and enthusiasts alike.



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