According to a recent report by the National Institute on Drug Abuse (NIDA), women aged 19 to 30 reported higher rates of marijuana use than men for the first time, while older demographics continue to be dominated by male consumers. In addition, the usage rates of nicotine and marijuana e-cigarettes among 19 to 30 year olds are at historic highs (last year's usage rates were 25% and 22%, respectively), with stress, anxiety, and mental health issues being the main reasons cited by female consumers. According to Reuters, cannabis production companies in the United States are changing their product development direction to adapt to this shift in consumer groups. Lauren Carpenter, CEO of Embarc Pharmacy Chain, emphasized that women make over 80% of purchasing decisions in the state, making this transformation not only wise but also crucial for the industry. Women now make up 55% of the users of the cannabis app Jointly, and in some cases even surpass men. For example, in September, female buyers spent an average of $91 at the first legal pharmacy in New York, while male buyers spent $89.

In order to capitalize on this trend, companies such as Embarc are focusing on developing products and promoting brands that are suitable for women, whose consumption power is even higher than that of men. The ongoing legalization of marijuana and social cognitive progress will drive this trend, with women being more likely than men to purchase from the legal market. Major cannabis companies such as Tilray and High Tide are increasing their investments in products that appeal to women. Tilray, which leads the cannabis beverage market, has achieved success in products such as lemon iced tea, while High Tide's recent acquisition of Queen of Bud highlights its focus on THC (tetrahydrocannabinol) rich products for women. A survey conducted among American adults on marijuana use intentions and sources of information has recently been released. Among 1161 participants, 27% reported using marijuana last year, with their most common sources of product information being friends/family -35.6% websites -33.7% healthcare professionals -9.3% store clerks -8.6% government agencies -4.7%. However, among medical marijuana users (whether they are also using it for entertainment or not), only 16.4% obtained product information from healthcare professionals.

Researchers at the University of Michigan School of Medicine have concluded that "with the increasing accessibility and changing legality of marijuana, there is an urgent need for better clinical education, improved public health promotion, and improved communication between patients and clinical doctors about marijuana therapy." The study has been published in the Journal of Cannabis Research. Paul Armentano, Deputy Director of NormL, commented on the survey results, "Historically, government affiliated sources have either concealed marijuana and its effects or simply lied. Therefore, it is no wonder the public does not consider them reliable sources of marijuana related information." Mr. Armentano also said that most healthcare practitioners lack sufficient training on marijuana related issues. Another study conducted among nursing practice (NP) students found that 97% of people believe that cannabis education should be included in NP courses. But only 30% of people reported receiving in-depth education on this topic, and researchers from Simmons University School of Nursing in Boston, Massachusetts, said that NP programs must evaluate their current curriculum and introduce content to address knowledge gaps regarding the mechanisms of action, indications, and adverse reactions of medical marijuana. In terms of retail, the gap in education may still exist. A study published in 2022 suggests that pharmacies often make recruitment decisions based more on candidates' sales abilities rather than their knowledge of therapeutic use of marijuana. In the United States, cannabis awareness education has become a more urgent issue, especially if it is decided to rearrange it to the less restricted Annex III category, cannabis products will enter the market on a large scale, and the popularization of cannabis related knowledge is urgent.