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People from all walks of life use cannabis. From soccer moms to Rastas to seniors to rappers to lawyers to kids with epilepsy. Across certain U.S. states, Colombia, Canada and Germany, you will find people using the plant recreationally and medicinally. However, if you look at the media and emerging marketing in this space, what you see is young, attractive, overwhelmingly white people. It seems as if many brands, in an effort to destigmatize the use of cannabis, have decided to simply (and literally) whitewash their campaigns.