California makes cannabis a wellness industry
Excerpted from The New Yorker:
In a state heavily invested in optimizing personal experience, cannabis offers a new path to sublime good health.
- Among an affluent demographic of Californians—heavily invested in optimizing personal experience, micro-regulating moods and appetites, states of pain and creative flow—cannabis is part of a booming wellness industry. Gone are the purple bongs, sexy nurses, dancing bears.
- In place of these skanky, skunky holdovers is an array of alluring products whose seduction lies in their eminently rational design. Dosist, formerly Hmblt (motto: “delivering health and happiness”), has released a collection of disposable vape pens preloaded with marijuana concentrate (available individually or in a gift set) targeting different desired states: bliss, calm, relief, and so on. The pen itself, Cupertino white and tampon-esque, vibrates when its user has inhaled 2.25 milligrams of THC.
- Marijuana, in this new form, is a therapeutic aid in the life of an active, productive professional—like fish oil, with better dreams. The new consumer (or the old consumer, reimagined) is not zonked in a La-Z-Boy watching “Wayne’s World” with a bag of chips. She is making a vision board for the startup she’s launching, lightly high on a strain promising to connect her to her intuition without stimulating binge-eating.