This 4/20, three times more of the cohort that Corporate America’s salivating over was able to buy legal cannabis.

America’s Generation Z is coming of age in a whole new world of weed.

This large cohort, which already has big-time spending power as the oldest age into high school and college, is formulating its consumption habits at a time when marijuana muscles into the mainstream. Unlike their Gen X or Boomer parents, Gen Z shoppers have only known a time where cannabis is edging toward acceptance, with California voting to legalize medical use in 1996—a year before even the oldest Gen Z consumers were born.

This large cohort, which already has big-time spending power as the oldest age into high school and college, is formulating its consumption habits at a time when marijuana muscles into the mainstream. Unlike their Gen X or Boomer parents, Gen Z shoppers have only known a time where cannabis is edging toward acceptance, with California voting to legalize medical use in 1996—a year before even the oldest Gen Z consumers were born.

“They’re growing up in a world where cannabis is completely normal,” said Anna Duckworth, co-founder and chief content officer of Miss Grass, an online cannabis accessories shop and publication based in Los Angeles. “Everybody will know how to roll a joint and there won’t be any shame talking about it.” [Read More @ Bloomberg]