CBD Business Newsletter
The long-standing, negative stereotypes about cannabis consumers have contributed to a decades-long stigma that lingers to this date, even as legalization spreads across the world while birthing one of the fastest-growing industries of our time.
Clearing The Air
Cannabis tech company dutchie recently conducted a study of 5,000 adult cannabis consumers from the U.S. and Canada, seeking to provide a more accurate understanding of the modern cannabis user. The data revealed that, contrary to the outdated “Dazed and Confused” depiction, today’s cannabis consumers are successful, motivated and health-conscious people.
According to the study, cannabis consumers are highly educated — 54% have a college degree or higher — and more are likely to participate in the workforce than the average American.
Cannabis consumers are not just stoners: They are high-achieving doctors, lawyers, mothers, teachers, creatives, Olympic athletes, and Olympic commentators.
Cannabis consumers are also predominantly female, especially as conversations about women’s health expand to include using cannabis for relief from things like menstrual pain and to help with sleep or stress.
An Active Lifestyle
The myth of cannabis users as sedentary slackers is simply unfounded, the report suggests.
58% of respondents reported being physically active and enjoying hiking and sports. Furthermore, 57% called themselves health-conscious.
Overall, these people think cannabis is better for their health than alcohol or tobacco, and many consider it a part of their overall health routine.
How does the modern consumer want to get their cannabis?
Legally and through a safe, transparent, and convenient shopping experience.
55% of respondents look to dispensaries for that experience, while twenty-four percent prefer to shop online. The back-alley transaction has been replaced by touchscreens and trusted budtenders.
Overall, the survey suggests that cannabis users are a diverse group of intelligent and hardworking contributing community members.
The data paints a fuller picture of the modern consumer — one that should help normalize cannabis use in the mainstream as legalization spreads worldwide. Join Over 2̶0̶,̶0̶0̶0̶ 21,000 CBD Business Leaders. Sign up and Receive Profitable CBD Business Insights Every Week.Click Here & Subscribe
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