Page 60 - The Five Forces of Everything

THE RISE OF CBD

“ULTIMATE PLANT POWER”

If you’ve been living on the moon recently, you’ll have missed the
avalanche of new products infused with CBD, a cannabis derivative. This
is one highly visible trend and plays directly to people’s more anxious
outlook and more adventurous expectations – and it takes people’s growing
interest in plants to a whole new level.

CBD infused products can feature a combination of two chemical
compounds: THC and CBD, a combination which, according to one
scientific study, ‘increases clinical efficacy while reducing adverse events’.
THC is the compound of the cannabis plant that gives you the mind-altering
‘high’, whereas CBD does not. That said, many authorities do not permit
THC at all. Nevertheless, CBD alone - whether taken from the cannabis
plant or hemp seeds - is said to address issues such as inflammation,
anxiety and gut health.

The CBD trend is still very much in its infancy, but it represents one of the
most dynamic platforms for product innovation today. And it’s
taking things in all kinds of directions.

Below: Recess fuses CBD with botanic herbs, said to help the body adapt to stress.

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FORCE #4 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS