The world is changing quickly and it isn’t just technology innovation that is changing it. Public opinion on certain taboo topics is shifting too. A perfect example of that is the acceptance of legal cannabis. Investment in cannabis companies is booming, jobs in the industry are plentiful, states and countries are loosening regulations, and companies around the world are finding creative uses for the cannabis plant.

Five years ago, Giadha A. DeCarcer, an expert in emerging markets, noticed the potential boom in the global cannabis market. At the time there were no industry reports on cannabis, so she seized the opportunity and founded New Frontier Data. Now, she and her team are providing data on the cannabis industry to investors, growers, and regulators to enable them to make informed decisions about its potential.

In this interview, Giadha draws on data to discuss the vast potential of the cannabis market. She talks about the shift in opinion on cannabis products, user profiles, and future uses of CBD for medical treatments. Giadha also defines the demand for cannabis on the global market and investment opportunities in legal cannabis.

Over the course of her career, Giadha has worked in banking, the intelligence community, and founded and run multiple businesses. She was born in Rome, speaks five languages, and offices in Washington D.C.