American women hold nearly 27% of leadership roles in legal cannabis, a noticeable improvement over the 21% they hold in traditional businesses.

As the industry expands with legalization in additional states, and potentially at the federal level, women will come to play an even larger role in the industry, as leaders and consumers. Women make 80% of health and wellness decisions for U.S. households, which will have a huge impact on the medical and recreational cannabis market in years to come. Today, women in the cannabis industry are creating and influencing products — such as cannabis-infused balms and edibles for hot flashes, migraines and pregnancy-related muscle pains — and molding corporate culture to be female-friendly from the ground up.

I sat down with Barbara Goodstein to get her take on additional reasons why women should be looking to join the cannabis industry. Goodstein is a member of the board of directors at KushCo, and former CEO and president of Tiger 21 Holdings. She was also chief marketing officer at Vonage, and has more than 27 years of marketing and profit and loss management experience, including senior leadership roles at AXA Equitable, JPMorgan Chase and Instinet.com.

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