Green Horizons, a consumer insights firm for the cannabis space, released a detailed 42-page report exploring the “attitudes, usage, and market potential for cannabis and cannabis products.”
The study revealed that many of the stereotypes commonly associated with cannabis users are not as true as society once believed. The firm followed 1,100 U.S. adults over the age of 18, with an oversample of cannabis users to match their true proportion in the population.
According to the report, cannabis users typically make as much money as non-users, with $59.7k representing users and $57.5k for non-users. This demolishes the myth that cannabis users are automatically lazy, with no drive or motivation to be successful.
Cannabis users are also more likely to have children in the home, with 63% of users having children compared to 53% of non-users. Many people who responsibly use cannabis say it helps them to be more relaxed, and cannabis users say this translates into their parenting allowing them to have more patience with their children. The amount of successful cannabis-using parents in the population defeats the idea that cannabis users are irresponsible and unable to take care of others if they use cannabis.
Most cannabis consumption is done alone, despite the “pass the joint, let’s party” stereotype. Six in ten cannabis users consume cannabis by themselves frequently and 87% at least occasionally by themselves. 62% of medical cannabis users frequently consume cannabis alone and 45% consume cannabis alone frequently for recreational purposes.
The report found that those who use cannabis tend to be more health-conscious than those who don’t use cannabis. This comes as no surprise for those who use cannabis and are involved in the cannabis community, but it may come as a shock to the general public. This point especially holds weight when it comes to medicinal cannabis users, who “are more likely than recreational users to say that seeking/using natural or holistic remedies and staying informed about topics related to health and wellness play a big role in their life.” The data says 42% of cannabis users say staying in shape and exercising are important to them, compared to 36% of non-users. Only 22% of non-cannabis users incorporate natural or organic foods into their diet compared to 31% of cannabis users. The report notes, “This is consistent with findings from another study, conducted at the University of Colorado – Boulder, which found that cannabis users were exceeding the recommended amount of physical activity in comparison to non-users.”
Cannabis users are also “more likely than non-users to say that they are trying to be a force for positive change in the world, that they make an effort to be environmentally conscious, that they support local businesses, rather than big corporations, and that they are actively involved in social/political issues.”
This report also tackles other important points of the cannabis user culture like finding dispensaries and sourcing the perfect product.