State regulations make it hard for cannabis companies to focus on sustainability. That doesn’t mean they’re not trying.

Despite the bad press millennials receive, as a cohort they have committed to sustainability.

A full 70% of millennials will pay more for products made sustainably, while 83% consider a product’s environmental or social impact before making a purchase.

They are bringing that sense of responsibility for maintaining a livable planet to the cannabis industry which is populated with young, progressive entrepreneurs.

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Nick Kovacevich ~ Forbes.com ~