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Helen Edwards on why tomorrow's growth will come from the fringes

On Strategy Showcase

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The Marginal Behaviors of Tomorrow's Mainstream

Less than 3% of the population are currently doing it and we couldn't always measure it. The one that floated to the top of all came out at the top of our scale was looking for ways to use kelp which is a protein which grows incredibly fast in the ocean. Another example would be micro dosing actually which is taking very small amounts of silo side in magic mushrooms to just get a small lift That's about one tenth of a trip dose. Now this really appeals to people because I reckon you know I've got a lot of students who don't smoke don't drink don't vape they do micro dose. And it's because they see it as a more natural way to

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