• With changes to state and federal laws, cannabis has gained legitimacy, rapidly evolving branding over the past decade.
• Over the past ten years, cannabis branding has shifted from being an afterthought to a significant factor, similar to other CPG categories.
• Looking ahead, the next decade of cannabis branding will be dictated by shifting consumer demands, the need for differentiation, and the evolving landscape of potential federal legalization, collectively shaping how brands position themselves in a competitive market.

Legal cannabis, in one form or another, has been accessible throughout most of the United States for some time now. California was the first state to approve medical marijuana in 1996. Colorado and Washington state legalized recreational cannabis in 2012, quickly followed by several states throughout the 2010s, with the federal government ushering in legal hemp-based products with the 2018 farm bill. Currently, 24 states have legalized cannabis for recreational use; 40 states now have medical marijuana.

Cannabis has been legal-ish for long enough that younger consumers don’t remember a time when weed was still the kind of thing that was purchased like an illicit drug. Nowadays, legal cannabis highs can even be purchased online and at big retailers like Target.