Continuing normalization means a new wave of cannabis consumers are discovering the health and happiness benefits of the plant. These newcomers are getting turned on in such numbers that they are now influencing cannabis laws, product design and social mores. On this week's episode of Shaping Fire, podcast host Shango Los talks with Jane West, founder of Jane West and Women Grow about the motivations and expectations of this new segment of consumers, how they will impact the market, and why savvy cannabis companies will consider their desires.