Millennials drink far less alcohol than past generations, a survey from the Monitoring the Future Study found. The share of college students who drink alcohol daily fell from 4.3% in 2016 to 2.2% in 2017.  Recreational cannabis was a $6 billion industry in 2016, and it’s projected to increase more than 700% to $50 billion in annual legal sales by 2026, according to financial firm Cowen and Co.  Millennial users say they prefer cannabis to alcohol because it is cheaper, more relaxing, and there is no hangover. 

Source: marketwatch.com

Lightbulb Moment: The question is not whether Cannabis will continue to grow, the question is whether you will engage the trend or not.  Will you join the party, side step the party, or tilt at windmills? The Millennial reasoning is simple and sound.  The adversary to be most worried about is clinical research which has its own reasons to not engage Cannabis.