Cannabis is shrugging off its bad rep among American youth, with kids in legalised states questioning how harmful the drug is. As legalisation spurs entrepreneurial endeavours and grows a diverse user base, it’s beginning to blend into young people’s understanding of what's acceptable.

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.

Australia’s first pill-testing service for illicit drugs has taken place at a music festival, representing a shift away from punitive legal measures and towards harm reduction. Brands that take a stance on such contentious social issues can make a positive impression on the minds of supporters.

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.