The Green Wave is sweeping the country. And, no, I’m not talking about Tulane University athletics. It hasn’t been newsworthy in decades.

According to Pew Research Center, 62% of Americans, including 74% of Millennials, said they supported legalizing marijuana. Thirty-three states and the District of Columbia have legalized medical and, in some cases, recreational cannabis. Legal cannabis sales worldwide are expected to hit $57 billion by 2027, according to BDS Analytics.

The industry is growing at a dizzying speed — experiencing growing pains with normalization, and seeing front-runners make headway at establishing the first nationally known brands. The cannabis industry is on the cusp of mainstream, and companies with solid brands and goal-driven strategies backed by data will own the category.

As the cannabis industry navigates out of the shadows, it becomes inherently more competitive. Advertising is one age-old tactic to gain an edge on competitors, but cannabis brands don’t fit into traditional advertising frameworks … Read the full article on Northwest Arkansas Business Journal’s website.