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Earlier this month, the world received more indicators that the “Green Rush,” once merely on the horizon, is advancing into view with increasing velocity. It really wasn’t long ago that most portrayals of legal cannabis consumers reflected long-held clichés, reinforcing a stereotype that only a certain subset of the populace used cannabis products.

With that stereotype now changing in addition to the outbreak of legal marketplaces in 33 states, we’re seeing a boom in cross-industry trends where major corporate and investment players are starting to enter the cannabis sector or at least signal willingness to do so. These trends are proving so strong that companies are starting to think it’s important to get in the game or risk being left behind later. That’s why major brands are either dipping a toe into the water or laying the groundwork for a cannonball-level splash when the Green Rush finally breaks.

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