GreenEconomics Archives - Green Market Report

Michelle JanikianMichelle JanikianNovember 9, 2017
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8min18880

Green Economics Part 5: Sports Preferences

In a new study recently conducted by Green Market Report in conjunction with Consumer Research Around Cannabis and their partner Local Sports Insights (LSI), the sports preferences of cannabis consumers around the country resulted in a win for the NFL and football overall.

Professional football beat out other sports by far with 55.1 percent of interviewees saying they regularly follow the NFL. It defeated professional baseball (MLB), which 36.2 percent of consumers confirmed watching, pro-basketball (NBA), which was chosen by 36.1 percent of consumers, and pro-hockey which raked in 27.8 percent of the vote.

According to the study, the most popular college sport among consumers was also football, which 31.6 percent of consumers watch, followed by college basketball, which 25.7 percent are fans.

“The NFL has been the most successful professional sports league over the past couple of decades – supplanting Major League Baseball. In many ways the league’s success mirrors our nation when it comes to income, age, and education,” said Vice President of Consumer Research Around Cannabis, Jeffrey Stein.

Some of the cannabis consumer averages were on par with national averages, according to a recent Gallup study. Gallup found 57 percent of the population to be professional football fans found that very close to the Green Economics average for cannabis users of 55.1 percent. The national average was also close for professional basketball (40 percent) and ice hockey (28 percent), but the rest had significant differences.

“I was surprised that football was number one,” said Co-Founder and CEO of the Green Market Report as well as recognized cannabis influencer, Debra Borchardt. “I really thought basketball would’ve been number one since it’s a sport followed by more young people and is growing in popularity, while ratings have been falling for football.”

According to Local Sports Insights, 26.4 percent of adults over 18 follow professional basketball. And 36.1 percent of cannabis users follow the NBA. So, technically LSI found that NBA popularity is indeed 37 percent higher among cannabis users than the average person.

The numbers shouldn’t be that surprising considering how much legal cannabis delivery sales increase before the Super Bowl. In 2016, Eaze reported there was a 47.5 percent increase in cannabis deliveries in California from 2-3PM, the hour before kick-off. When the Denver Broncos were in the Super Bowl in 2016, Sally Vanderveer, President of Denver’s largest dispensary, Medicine Man, told Forbes: “We saw a 30-40% uptick in sales from Thursday to Sunday [before the Super bowl]”. Interestingly, Local Sports Insights found 50.5% of Broncos fans have used marijuana in the past year.

What may be surprising is the profile of NFL fans who also consume cannabis. Green Economics found the average age is 37 with a median household income of $60,387. In addition, 33.2 percent of NFL fans are college graduates and 13.5 percent are business owners.

Local Sports Insights found that 48 percent of all surveyed women follow professional football. There were more men than women who follow the NFL that use cannabis: 65.5 percent were men and 34.5 percent were women.

This research not only kills the stereotype that “stoners” don’t like sports, but shows how Americans are choosing to relax in states where cannabis is legal. Considering the popularity of alcohol during sporting events, cannabis could be a safer alternative and help prevent drunk driving, domestic abuse, and hangovers associated with NFL games.

The NFL still doesn’t allow its players to consume cannabis, although many activists are fighting to change that, like former lineman for the Chicago Bears, Eben Britton.

“Cannabis can help NFL players on multiple levels,” said Britton. “First and foremost our federal government owns a patent on cannabinoids ‘as neuroprotectants and antioxidants’… cannabis should be at the top of the NFL’s list of substances to help combat concussions and CTE. The second way cannabis could directly benefit NFL players is as an alternative to opiates. In most cases, I believe pro football players would rather consume cannabis than opiates. Cannabis may also be used in conjunction with opiates to help mitigate negative side-effects and ease withdrawal symptoms.”

Using cannabis as an alternative to opioids for pain is becoming a popular idea. Plus, many believe cannabis can help opioid addicts wean off the powerful substance in the midst of an epidemic in the U.S.

“This study was encouraging because the most vocal advocates for allowing cannabis as an alternative to deadly pain medications are professional football players,” said Cynthia Salarizadeh, Co-Founder of the Green Market Report. “The NFL helps provide an appropriate platform for their fight with their massive visibility. Hopefully their owners will listen and allow their players the right to choose what medication they use for their pain management.”

The NFL is worth $9 billion annually, but they could still benefit from allowing cannabis brands to sponsor teams and events. Not to mention, the benefits the plant can have for its players. Considering cannabis’ popularity spreading into more mainstream communities, I wouldn’t be surprised to see a cannabis commercial during the SuperBowl this year.

 


Cynthia SalarizadehCynthia SalarizadehOctober 12, 2017
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7min27311

For anyone who truly understands the art of influence, they understand that the most effective form of communication for any brand, idea or movement is grassroots based and best achieved through basic word of mouth, and ideally in person. That is the secret sauce to influential bodies for anything I can think of.  This is also what defines our nation’s capitol, Washington D.C. This is the heart of where our federal government resides and therefore where cannabis requires the most influence and lobbying effort on a federal level.

In our fourth study for the Green Economics series, analyzed in collaboration with our partner data provider Consumer Research Around Cannabis, we took a look at the consumer profile and opinions of those who live and operate in the D.C. Market. We dove into what the patterns and data provided on their opinions and behavior. What we found was a little more than interesting indeed.

The data that was collected used a sample size of 1,368 survey respondents within the D.C. Market that representing an estimated 5,187,362 adults and includes adjacent portions of Virginia, Maryland, and West Virginia along with the District of Columbia. Of that group 8.0% of the market responded that they had purchased cannabis from a legal retailer/dispensary.

In response to what the numbers revealed for this market, Jeffrey Stein of Consumer Research Around Cannabis stated that, “I think it’s clear that the data debunks many of the negative connotations attached to cannabis use – whether for medicinal or recreational use.  They are well educated, have good jobs and are financially sound.  Cannabis consumer data like this should be a wake-up call to government officials and companies that have thus far ignored this growing consumer group.”

The legal cannabis consumer was 30% more likely to be employed full-time versus the average adult in the D.C. market. As far as the occupations for this consumer, we found that almost 32.3% are considered professional, 55.3 % are labeled “white collar” while only 7.5% were considered “blue collar”, 30.5% own businesses, are a partner in a business or are at the level of corporate officer. These are occupations that are far from what the old stereotype of a “stoner” was thought to be doing with their careers.

In regard to political affiliation, 48% of the D.C. market cannabis consumer consider themselves as Independents, which is 16% higher than the local DC market average.  They are less likely than average to have voted Democrat last time around (77 index, 23% less likely vs. the average DC market adult).  They are also slightly less likely to consider themselves liberals than the average (96 index, 4% less likely vs. the average DC market adult).

When looking at the income of cannabis consumers in the D.C. Market, we see that almost 76% of them make a household over $50,000 a year or more, with 37% saying they are making over $100,000. As far as education, the numbers were impressive. 68.3% have at least an undergraduate degree or more with 36.3% have advanced degrees, which is 47% higher than the market average for D.C.

What we found extremely interesting in this study, was that that 38% are more likely to have a government job than the average person. Of that amount of government employees, 64% approve of either legalized adult use or medical only regulation, with 11% disapproving of legalization of both. Almost 25% are of no opinion on the issue.

“Considering Washington DC is where our federal legislation is created, results that indicate a significant number of government employees favoring the legality of its consumption as well as consuming it themselves, is clear indication that prohibition is outdated,” said Stein.

Government employees represent 17.9% of cannabis consumers who use cannabis for relaxation when alone, 20.5% purchase cannabis to enhance their experiences on their free time and with friends, and 18.1% buy cannabis to use it for its ability to suppress depression and anxiety.

Of the people who visited a cannabis retailer or dispensary 3 or more times a month. 34.1% were government employees. This same group represented 31.2% of customers who visited 3 or more times a week. 37.3% spending between $100-299 on flower and 50% spending $300 or more on concentrates are government employees.

So, we can conclude that a large segment of the D.C market cannabis consumer is smart, comfortably employed, educated, a government employee or professional, and loves their concentrates! Let’s hope this sophisticated group can help influence on federal policy toward cannabis prohibition in a positive way. They are arguably positioned best to help influence advance the industry with better legislation best.


Cynthia SalarizadehCynthia SalarizadehOctober 4, 2017
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5min29210

Coca Cola takes first place over Pepsi and Dr. Pepper as the most preferred soda brand among cannabis consumers.

In a study conducted by Consumer Research Around Cannabis and Green Market Report for the Cannabis Freakonomics series, over the last 7 days and throughout 25 Markets with a sample size of 27,503 responses, over 32% of cannabis consumers chose Coca Cola over any other brand. Pepsi came in at 23.8%, Dr. Pepper held 13%, Mountain was the favorite at 12% and Sprite had 11%.

“Coca-Cola is perhaps the most well-known brand in the world and they have tremendous distribution.  Of course regional tastes, ethnicity and cannabis legality state by state are also factors to consider.  As beverage companies add cannabis consumer research to their arsenal for branding and marketing, Coke may not always be #1.  Its not too different from what we saw with McDonald’s and fast food,” said VP of Sales for Consumer Research Around Cannabis Jeff Stein.

“Coke is the clear winner over Pepsi with cannabis consumers. That may be because it is the soda sold at McDonald’s, which we found out last week is their overwhelming choice for fast food,” said Green Market Report CEO Debra Borchardt. “The choice of Red Bull over diet drinks may be because of the company’s sport sponsorships. Red Bull backs athletes from sports like BMX racing, snowboarding, surfing and skateboarding. Many of these sports are less formal than traditional sports and some of the athletes are open about their cannabis consumption.”

This could all be good news for struggling soda revenues as the build their non-soda brands and bring healthier beverages to people around the globe.

Throughout the press these days, soda brands such as the ones cannabis consumers surveyed were asked to stake their preference in continue to try and move toward being understood as companies that include more than just soda, which is largely agreed to be a far less healthy option for beverage consumption compared to water or organic juices.

Soda sales continue to fall throughout the United States, and Coca-Cola (NYSE:KO) is actively pursuing a perception that indeed positions them as more than just a soft drink company. Coke now wants to be known as a “total beverage company”. They now offer non-soda brands that include Odwalla juice, Smartwater and Honest Tea, however most of their revenue still comes from soda.

Pepsi (PEP, +0.14%) just claimed that their North American business took a hit and lost market share in its most recent quarter because the company began to focus marketing efforts away from their key soda brands of Pepsi and Mountain Dew and moved them toward the healthier option of its LIFEWTR. This proved to be a decision that hurt initially.

These changes will continue to hurt in the beginning as the market calibrates. But, water should also not cost more than soda. These brands will have to push forward as people require something healthier and accept that it will take time to adjust.

“Consumers are looking for products that are more natural,” explained the new Coca Cola CEO, James Quincey, “At times with less sugar. Sometimes with more benefits.”

Coke hopes to reduce sugar in more than 500 of its drink by the end of 2017. “We’ve begun our journey toward that goal,” Quincey said.

In the meantime, cannabis consumers have reviewed the available soft drink brands and Coca Cola wins.


Cynthia SalarizadehCynthia SalarizadehSeptember 27, 2017
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4min89364

Cannabis Freakonomics Part 2: Fast Food Preferences 

In a new study we have conducted in conjunction with Consumer Research Around Cannabis, we found that 43% of people who bought legal marijuana chose McDonald’s as their go-to place to eat fast food when experiencing the munchies.

The study was conducted over several marketplaces across the United States with a base population of 55 million.

The study also dove deep into people who purchased cannabis from a legally authorized dispensary, which was 4.7 million or 8.5% of the population.

In the past four weeks alone, 43% of those marijuana customers said they ate at McDonald’s. The second most popular place to eat was Taco Bell, accounting for only 18% of the cannabis consumers.

Wendy’s came in third place with 17.8%, just barely beating Burger King at 17.6%. Subway ranked in fifth at a tiny 8.7% compared to the previous four spots. Kentucky Fried Chicken hit the list at number six with only 5.5% going to eat there over the past four weeks.

The additional fast food names in the top ten list were Arby’s, Chick-Fil-A, Jack-In-The-Box and Carl’s Jr. (in that order).

“McDonald’s wins by virtue of the sheer number of locations – by default really,” said Jeff Stein, Vice President of Consumer Research Around Cannabis. “Those competitors which better understanding cannabis users and their consumer habits can certainly close the gap by integrating what they learn through their marketing efforts.”

As cannabis is known for its appetite inducing side effect, which is one of its most beneficial qualities for those suffering from diseases that hinder appetite or take medication that make it difficult to eat, understanding the spending habits of consumers is critical.

The new report is part of a series of research market snapshots called “Cannabis Freakonomics” that covers data collected by Consumer Research Around Cannabis.

“The data that we have collected has unveiled a ton of interesting findings that we would like to share with the industry,” said Jeffrey Stein CEO of Consumer Research Around Cannabis. The data reinforces some stereotypes of cannabis consumers, but also reveals some surprising findings.

As we continue to unveil the consumer economic behavioral secrets of cannabis users, we will provide the updates here on Green Market Report. In the meantime, consume wisely and spend responsibly!


Cynthia SalarizadehCynthia SalarizadehSeptember 25, 2017
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4min14610

Cannabis Freakonomics Part 1:

According to the first study we analyzed with data from surveys conducted by Consumer Research Around Cannabis, the cannabis users of the Denver metropolitan area agree that contrary to popular belief, the number one reason for use is sleep and not a good party. The second most common reason was for pain relief.

As the stereotype linked to marijuana use is that of a person who is constantly looking for the next high, or what the world has deemed “stoners”, this survey tends to bust that myth.

Consumer Research surveyed 1,258 marijuana users in the Denver metropolitan area and nearby parts of Wyoming and Nebraska.

The survey found that 47.2% of the respondents bought cannabis to help them sleep. Using cannabis to resolve insomnia is so common that it is claimed to be one of the top alternatives to deadly pharmaceuticals for veterans to get rest.

Many people with sleep problems like cannabis because they aren’t left feeling groggy in the morning, which is a common problem with over-the-counter sleep aids. Cannabis also has none of the addictive properties that some prescription sleep aids like Ambien or Lunesta contain.

Contrary to the myth of hard-partying stoners like Jeff Spicoli in Fast Times At Ridgemont High, only 28.5% of the people surveyed said they used cannabis to have a good time with friends and family. More people (32.8%) said they used it for creative purposes and expanding perceptions and thought processes rather than partying.

Some 47.2% said they buy marijuana is to treat chronic or recurring pain, tied for first place with sleep as a motivating factor. It was followed by 45.7% who used it to help depression or anxiety.

Another stereotype of movie character stoners is that they are unemployed or grossly underemployed. In the Denver area, it turns out that most cannabis customers have full-time jobs and live in two-income families. Some 50% say they are financial optimists and believe they’ll be better off in six months from now.

IRA’s and 401K’s are held by 42%, 18% have traded stocks and 19% have over $100,000 in liquid assets. This isn’t surprising because over half of Denver’s marijuana users have household incomes of $50,000 or more.

So for the first of many articles that will review the interesting data that is normally unaccounted for in what we will now term “Cannabis Freakonomics”, powered by the Green Market Report and Consumer Research Around Cannabis, we see that for Colorado users cannabis use is about sleeping and pain relief, they have money in the bank and hold solid jobs.



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The Green Market Report focuses on the financial news of the rapidly growing cannabis industry. Our target approach filters out the daily noise and does a deep dive into the financial, business and economic side of the cannabis industry. Our team is cultivating the industry’s critical news into one source and providing open source insights and data analysis


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