Business
Inflation Proves That Cannabis Branding Is Irrelevant Once Again – Consumers Choose Quantity over Quality in New Sales Trends
Branding in the marijuana industry has always been a myth, now consumers are proving it once again
At the start of the ongoing inflation and recession, many cannabis skeptics and stakeholders believed that the industry could suffer significantly at the peak of inflation. They were wrong! Despite the increased difficulty of living, American marijuana users consume the same quantity of marijuana or more than they did a year earlier. This is supported by a recent poll that independent market research firm Pollfish performed on behalf of Jushi Holdings Inc.
Although most stoners and medical users tend to purchase less expensive cannabis products to combat inflation, the reason for this rise in demand is still unclear. The newly released World Drug Report 2022 by the UN Office on Drugs and Crime (UNODC) argues that the increased usage of cannabis in North America as a result of legalization, the COVID-19 epidemic, and associated lockdowns is the primary reason why demand is high. In a different analysis, the Brightfield Group predicted that this growth might cause the national recreational market to reach $30.6 billion by 2025.
Cannabis consumption during ongoing inflation
The majority (52%) of the 1000 Americans aged 21 and older who participated in the Pollfish study about cannabis usage, legalization, holiday shopping, and consumption habits revealed that they are still smoking roughly the same amount of marijuana as they had a year earlier. Additionally, approximately a quarter (24%) reported they were consuming cannabis even more than they were the year before, according to Forbes. The study explicitly discovered a shift in consumer interest from branding or strain type to THC levels and price ranges. Julian Scaff, head of Jushi experience and associate professor at ArtCenter College of Design, oversaw the study.
Consumers are buying more flower, which have a 6% market share, compared to last year, and fewer pre-rolls, edibles, tablets, tinctures, and liquids. The researchers claim that since manufactured goods are frequently more expensive than flowers, prices probably drive this trend. And strangely, even though most cannabis consumers are switching to less costly options, on average, 29% of consumers are spending more, while about 44% are paying the same on marijuana as they did a year ago.
In general, the majority spend between $50 and $100 per month (35%), while 23% spend between $100 and $150 per month. The trends come as Americans continue to feel economic pressure, with core inflation hitting a 40-year high in September, according to another poll via Reuters/Ipsos.
While every consumer-facing survey ever done on marijuana users show that cannabis branding is a myth, many marketers whose paychecks rely on producing cool logos and boxes refuse to acknowledge that data that shows consumers do not remember what they bought, how big the box was, what colors were on the box, etc. They only remember the price they paid, the effect they got, and how far or long it look to get the product. Why doesn’t branding work for weed? Cannabis is a plant that can grow in 8 to 12 weeks, indoors or out, it is a commodity like tomatoes, kale, and broccoli. Unless your branding can create a better broccoli, the consumer will go to the lower price product that gets the job done. There is a reason Bud and Bud Light are the #1 and #2 selling beers in America. They are cheap, get the desired job done for the consumer, and they are easily accessible everywhere.
Cannabis Consumption Prior to the Recession
According to statistics, sixteen percent of Americans actively use marijuana, which is statistically comparable to the 12% to 13% percentages Gallup tallied between 2016 and 2021. Since 2013, when Gallup first posed the question, the number of Americans who report using marijuana has more than doubled. According to a different survey, 48% of adults say they have at least tried marijuana, which is in line with the 43% to 49% range seen since 2015.
These statistics come from Gallup’s July 5-26, 2021, annual Consumption Habits survey. Similar percentages of men (18%) and women (14%) also revealed they use cannabis; however, smoking rates vary among other demographic groups. For more context, Three out of ten young adults (ages 18 to 34) report using marijuana, compared to roughly half of adults (ages 35 to 54) and even less of adults (ages 55 and above) who report using the drug, Students with a college degree (12%) have a similar likelihood of smoking marijuana as those without one (18%), Republicans (12%) and Democrats (20%) are both more likely than independents (17%) to report using marijuana.
Vapes and pre-roll joints are some of the most popular cannabis items available at dispensaries. According to Headset, vape pens generated a lot of cash for cannabis shops between 2020 and 2021, ranking as the second-largest category by revenue in the U.S. market. Vapes came in closely behind flowers in 2021 retail sales in California, Colorado, Michigan, Oregon, and Washington, bringing in nearly $2.6 billion (or roughly $8 per cannabis consumer in the U.S.).
Cannabis Stays Recession-Proof
According to industry experts, most cannabis users are as devoted to their drug as they are to other necessities like toilet paper, prescription medications, and alcohol. Former Sacramento, California, cannabis regulator Joe Devlin, then senior vice president with Ikänik Farms, based in the state’s capital city, stated in 2020 that he thought the marijuana industry was “relatively recession-proof” primarily because it had been categorized alongside spirits and tobacco. According to him, using cannabis is a way for people to unwind and treat themselves. Additionally, they are not likely to completely erase it from their budgets.
Legalization of Cannabis In The United States
Marijuana is prohibited under federal law, but in recent years, many states have authorized the herb for medical or recreational purposes. The evolving legal situation corresponds with the tremendous growth in public support for legalization, which most Americans support. The U.S. Congress is working to pass significant cannabis legislation at the federal level. In April 2022, the House of Representatives approved legislation that would make cannabis legal across the country. President Biden has also taken steps that might lead to the federal decriminalization of marijuana.
As a result of the absence of federal legislation, cannabis firms in states where recreational sales are permitted still lack access to institutional financing and standard banking services. Such limitations would be lifted by a federal law known as the Secure and Fair Enforcement Banking Act (SAFE), which has passed the House multiple times but has yet to be approved by the Senate.
Bottom Line
Americans have had to deal with historically high inflation, the Federal Reserve raising interest rates quickly, a decline in housing activity, high unemployment, and sluggish economic growth over the past year. Although cannabis customers in the United States are still getting used to inflationary pressures, which are relatively new to North America but quite typical elsewhere in the world, they have refused to let it significantly affect their cannabis needs and habits. It is worth noting that most dispensaries have begun stocking cheap and affordable products to maintain the demand and ensure customers continue accessing legal cannabis.
Business
Alleged Crores Pharma Scam Mastermind Arrested from Surat
After evading law enforcement for nearly 13 years, an accused linked to a large-scale pharmaceutical fraud case has been arrested by Delhi Police from Surat, Gujarat. The suspect is alleged to have orchestrated a series of financial scams involving fake identities, forged documents, and dishonoured cheques used to procure high-value pharmaceutical raw materials.
Authorities say the accused, identified as Himmat Singh Lodha, is believed to have defrauded multiple pharmaceutical companies in Delhi of goods worth approximately ₹98 lakh before disappearing and remaining underground for years.
Fake Business Deals and Dishonoured Cheques Used in Fraud
Investigators claim the accused posed as a legitimate pharmaceutical trader and placed bulk orders for expensive drug ingredients, offering post-dated cheques as payment security.
In one documented case from 2013, he allegedly obtained around 550 kilograms of Gliclazide, a diabetes-related pharmaceutical ingredient, valued at over ₹26 lakh. When suppliers attempted to encash the cheques, they were reportedly returned with the remark “account closed.”
Following the transaction, the accused allegedly vacated his office and rented residence and disappeared without settling payments. He was later declared a proclaimed offender in 2016 after repeatedly failing to appear before court proceedings. Authorities had also issued a reward for information leading to his arrest.
Multiple Identities and Repeated Fraud Pattern
Police investigations further link the accused to another cheating case dating back to 2012, where he allegedly used a fake identity, “Kailash Jain,” to obtain a large consignment of Ambroxol HCL, a pharmaceutical compound used in cough medications. The value of that consignment was estimated at around ₹72 lakh.
Officials believe the accused followed a consistent modus operandi—posing as a credible businessman, securing high-value goods on deferred payment terms, and then disappearing after delivery while shutting down business operations.
Investigators suspect that forged business records, fake company credentials, and fabricated financial histories were used to build trust with suppliers and gain access to expensive raw materials.
Multi-State Surveillance Leads to Arrest in Surat
A special Crime Branch team tracked the accused through coordinated surveillance efforts across multiple cities, including Mumbai, Ahmedabad, and Surat. After nearly a month of technical monitoring and intelligence gathering, officials located and arrested him from a residential area in Surat.
Authorities also revealed that the accused had been involved in property-related activities while staying under the radar to avoid detection.
Growing Threat of Corporate Identity Fraud
The case highlights a rising trend of organised financial fraud targeting industries that rely heavily on trust-based transactions and deferred payments. Experts note that criminals increasingly exploit gaps in corporate verification systems by using fake GST registrations, temporary offices, and forged documentation to appear legitimate.
Cybercrime and financial fraud specialists warn that such schemes are becoming more complex with the widespread availability of digital business tools, making it easier to create convincing but fraudulent corporate identities.
Experts Urge Stronger Due Diligence in High-Value Transactions
Experts, including former IPS officer and cybercrime specialist Prof. Triveni Singh, emphasize the need for stricter verification procedures in commercial dealings. He noted that relying solely on paperwork or digital business profiles can expose companies to significant financial risk.
Authorities and industry experts recommend physical verification of business operations, bank account validation, and detailed background checks before engaging in high-value or deferred-payment transactions—particularly in sectors like pharmaceuticals, where single consignments can involve transactions worth crores.
Business
EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices
A growing coalition of European industry groups is intensifying pressure on regulators to take decisive action against Google over allegations of unfair search practices that could reshape competition rules across the region’s digital economy.
Investigation Under Digital Markets Act Gains Momentum
The case is being examined by the European Commission under the European Union’s landmark Digital Markets Act (DMA), introduced to curb the dominance of major technology platforms and ensure fair competition.
Launched in March 2024, the investigation focuses on whether Google has been prioritising its own services in search results, potentially disadvantaging rival businesses that rely on online visibility to reach customers.
Industry Groups Demand Swift Action
Several prominent European organizations have jointly urged regulators to conclude the probe without further delay. They argue that prolonged investigations allow alleged anti-competitive practices to continue, putting European companies—especially startups—at a disadvantage.
Signatories include the European Publishers Council, the European Magazine Media Association, the European Tech Alliance, and EU Travel Tech.
In a joint statement, these groups warned that delays in enforcement are affecting innovation, profitability, and growth prospects for regional businesses competing in digital markets.
Google Denies Allegations
Google has rejected claims of bias, stating that its search algorithms are designed to deliver the most relevant and useful results to users. The company has also proposed adjustments to address regulatory concerns.
However, critics argue that these changes are insufficient and fail to address the core issue of market dominance.
Potential Billion-Euro Penalties
If found in violation of the DMA, Google could face significant financial penalties. Under EU rules, fines can reach a substantial percentage of a company’s global turnover, potentially amounting to billions of euros.
Regulators may also impose corrective measures requiring changes to business practices, which could have long-term implications for how digital platforms operate in Europe.
Wider Implications for Big Tech
The case highlights ongoing tensions between European regulators and major U.S. technology firms. In recent years, the EU has taken a more aggressive stance in enforcing competition laws, aiming to create a level playing field for local businesses.
A final ruling against Google could set a major precedent, influencing future enforcement actions and shaping the regulatory landscape for global tech companies operating within Europe.
As scrutiny intensifies, the outcome of the investigation is expected to play a critical role in defining the future of digital competition across the European Union.
AI & Technology
Amazon Faces Potential Criminal Trial in Italy Over €1.2 Billion Tax Evasion Allegations
Milan: U.S. tech giant Amazon is facing the prospect of a major legal showdown in Italy, after prosecutors in Milan formally requested a court to move forward with criminal proceedings over alleged tax evasion totaling approximately ₹12,500 crore (€1.2 billion).
The case targets Amazon’s European division along with four senior executives, marking one of the most significant tax-related investigations involving a global e-commerce platform in Europe.
Trial Push Despite Multi-Million Euro Settlement
The move comes even after Amazon reached a financial settlement with Italian tax authorities in December, agreeing to pay around ₹5,500 crore (€527 million), including interest, to resolve part of the dispute.
Typically, such settlements lead to the closure of criminal investigations. However, Milan prosecutors have opted to proceed, signaling a tougher stance on alleged corporate tax violations.
A preliminary hearing is expected in the coming months, where a judge will decide whether to formally indict the company and its executives or dismiss the case.
Allegations of VAT Evasion Through Marketplace Sellers
At the center of the investigation are claims that Amazon’s platform enabled non-European Union sellers to avoid paying value-added tax (VAT) on goods sold to Italian consumers between 2019 and 2021.
Prosecutors allege that the company’s marketplace structure allowed thousands of foreign vendors—many reportedly based in China—to operate without fully disclosing their identities or tax obligations. This, authorities argue, led to substantial VAT losses for the Italian government.
Under Italian law, online platforms facilitating sales can be held partially liable if third-party sellers fail to comply with tax requirements, a key point in the prosecution’s case.
Italian Government Named as Affected Party
In their filing, prosecutors identified Italy’s Economy Ministry as the injured party, citing significant financial damage resulting from the alleged tax evasion.
Legal experts say the outcome of the case could have wide-ranging implications across the European Union, where VAT systems are harmonized and similar compliance rules apply to digital marketplaces.
Multiple Investigations Add to Pressure
The VAT probe is just one of several legal challenges facing Amazon in Italy. The European Public Prosecutor’s Office is reportedly examining additional tax-related issues covering more recent years.
Meanwhile, Milan authorities are pursuing separate investigations into alleged customs fraud linked to imports from China and whether Amazon maintained an undeclared “permanent establishment” in Italy—potentially exposing it to higher tax liabilities.
In a separate regulatory action, Italy’s data protection authority recently ordered an Amazon unit to stop using personal data from over 1,800 employees at a warehouse near Rome.
Amazon Denies Allegations
Amazon has consistently denied wrongdoing and indicated it will strongly contest the allegations in court if the case proceeds. The company has also warned that prolonged legal uncertainty could impact investor confidence and Italy’s appeal as a destination for international business.
Broader Impact on Europe’s Digital Economy
If the case moves to trial, it could become a landmark moment for the regulation of global e-commerce platforms in Europe. Governments across the region are increasingly scrutinizing how digital marketplaces handle tax compliance, especially in cross-border transactions.
With online retail continuing to expand, regulators are under mounting pressure to ensure that multinational platforms and third-party sellers adhere to the same tax rules as traditional businesses.
-
Business3 years agoPot Odor Does Not Justify Probable Cause for Vehicle Searches, Minnesota Court Affirms
-
Business3 years agoNew Mexico cannabis operator fined, loses license for alleged BioTrack fraud
-
Business3 years agoAlabama to make another attempt Dec. 1 to award medical cannabis licenses
-
Business3 years agoWashington State Pays Out $9.4 Million in Refunds Relating to Drug Convictions
-
Business3 years agoMarijuana companies suing US attorney general in federal prohibition challenge
-
Business3 years agoLegal Marijuana Handed A Nothing Burger From NY State
-
Business3 years agoCan Cannabis Help Seasonal Depression
-
Blogs3 years agoCannabis Art Is Flourishing On Etsy
