With a slick, minimal aesthetic, MedMen’s approach to selling marijuana has drawn comparisons to mega-brands Apple and Starbucks. By creating a welcoming brick-and-mortar space, it’s hoping to normalize cannabis use – not just for stoners and those who need it medically, but for the masses.

As the stigma surrounding marijuana steadily diminishes, more older Americans are considering the benefits of the drug for both therapeutic and recreational purposes. Through its cannabis-infused edibles, Wana Brands provides them with an accessible and reliable way to experiment.

As the legalization movement has destigmatized marijuana use across the US, weed-centric start-ups, lifestyle brands, and media companies have flourished. And while cannabis culture is nothing new, the modern iteration of it, which incorporates health and a high-end aesthetic, certainly is.

The internet has created a new kind of expert, one who draws knowledge from search engines and social media rather than years of investigation and practice. Yet the opinions of the modern connoisseur are not to be taken lightly. How are they signalling their status and influencing everyday habits?