The 10 Cannabis Trends We Expect to See in 2020

So much has happened in 2019 in the cannabis industry, and the pace of change doesn’t look like it’s going to slow down as we careen towards the next decade. It feels like a good time of year to dust off that crystal ball and make some predictions about what the early parts of the 2020s will look like.

1. The industry will invest in hyper-local experiential marketing
   We know that experiential marketing will be significant to brands as ad platforms still won’t allow them to make any spends. We may see companies dip their toes with small, hyper-local events like dinner parties and teach-ins that humanize their brands and educate their customers.
2. Consumers will become more knowledgable about cannabis
   While stigma about cannabis is slowly dissipating, only 22% of the U.S. adult 21-plus population understands the term “cannabinoids” and can accurately articulate the definition. Brands in this space understand that they have to be teachers, and we’ll likely see them invest more resources into education. 
   
3. Cannabis will appear more in fine dining
   This year saw the first (official) cannabis restaurant open in Los Angeles, and we expect to see more cannabis experiences in fine dining as chefs flex their skills with this once-debarred ingredient.  We’ll see creative food pairings, after-dinner edibles, and at-the-table interpining as a replacement of or accompaniment to the traditional wine list. Read about 99th Floor, high-end, private cannabis dinners.
4. Cannabis will expand in the yoga/meditation wellness space
   Many yogis contend that cannabis helps them develop a better connection with their bodies. And as we see more yoga classes incorporate the practice’s spiritual roots and meditation continues to be demystified, we’ll likely see an increase in ganja yoga in recreational states. “Incorporating cannabis is one of the oldest methods of the practice found in ancient texts. Sadhus and spiritual guides used to use ganja as a part of the practice of yoga to form a union” – Yoga practitioner Celina Archambault
5. Publishing partnerships will expand
   Google and Facebook may ban cannabis keywords and images, but online publishers can be more discerning and can create a range of creative content to promote brands online.
6. The fashion industry will use hemp as a sustainable alternative
   This time last year, the president signed Congress’ Farm Bill into law, which reclassified hemp as an agricultural product. As clothing brands race to become more sustainable to satisfy a younger, more socially responsible audience, we expect to see hemp used in place of water-intensive cotton.
7. Research will expand in the space of unknown cannabinoids
   THC and CBD are just two of more than 100 cannabinoids that are found in the plant. There will be more interest in what other, rarer, cannabinoids can do for us. In the past, research has been hampered by US laws and lack of investment, but as state laws relax, it opens up opportunities in this area.
8. Consumers will be more selective with their vape products, but not abandon them
   Black-market vape products have caused a health crisis across the country. This resulted in a notable dip in sales of cannabis vape pens and even temporary vape bans in selected areas. But consumers aren’t ready to give up the convenience and control of vaping, and we expect to see in-store sales increase in the new year as people turn to brands they see as being reputable.
9. We’ll see a rise in drinkables 
   Weed-infused drinks make up one of the fastest-growing segments of the cannabis market. According to WeedMaps, there were 88 beverage brands on the market in mid-2019; that’s 19 more than during the same time period in 2018. A lot of the drinks on the market are CBD-based, but we expect to see the alcohol industry invest more in beverages with low doses of THC. 
   
10. We’ll see brands take cannabis consumer profiles more seriously
    Brands know that there is no one type of cannabis user. While they can’t do formal advertising yet, we’ll see them create more targeted organic content to set themselves up for future spends.

We’re One Step Closer to Federal Legalization

After Thanksgiving weekend next year, there’s hope that you could ease your woeful indigestion with some recreational cannabis.

The House Judiciary Committee passed a bill on Wednesday, November 20 that could lead to marijuana becoming legal on the federal level. Now it’s headed to the full House for a vote.

Medical marijuana is legal in most states but is mostly prohibited recreationally–apart from in 10 of the fun states. The MORE Act (Marijuana Opportunity Reinvestment and Expungement Act), introduced in Congress in late July, would remove cannabis from the Controlled Substances Act entirely.

Find out more about MORE, and how it differs from the STATES act on Leafly.