The recent findings of a new survey have completely shifted the popular image of a common cannabis user. According to them, most young and middle-aged adults consume the herb for staying healthy and active and not for getting stoned.
Market researchers at Miner & Co. Studio have recently conducted a survey among 800 Millennial and Gen X weed users in Colorado, California, and Washington state. They were very surprised to learn that nearly 90% of the surveyed people purchased marijuana with the purpose of self-care or treatment.
The survey involved exclusively brand-aware consumers who bought weed in licensed dispensaries across the mentioned states. The participants were between 25 and 39 years old, and most of them were mindful people who cared about their health.
Those people are radically different from the ones that are usually portrayed in the media. Such movies as Fast Times at Ridgemont High or Dazed and Confused are showing a retrograde profile of a weed user, which does not actually reflect the current situation.
Around 84% of the surveyed consumers are employed full-time, and 65% of pot users earn more than $75,000 a year. In addition, 88% consider themselves part of the new marijuana culture, while 63% are married or live with their partner.
Moreover, nearly half of the respondents are parents with children under 18. This means that such consumers use marijuana in the mindful part of their lives, when they have families and career ambitions. The researchers explain that cannabis helps pot users unwind, relieve stress and tension, and stay focused and energized.
The survey shows that today's parents who consume weed teach their offsrpings that cannabis is not for kids. Moreover, they have a more unbiased and responsible attitude toward marijuana than the older generation.
As for political affiliation, cannabis users appeared to be in equal proportion. 49% of respondents identified themselves as Democrats, while 45% reported being Republicans. The researchers underlined that though politicians might have a strong position regarding marijuana, their constituents aged 25-39 were more tolerant to weed across the board.
More than 90% of respondents prefer only branded products as cannabis quality and effectiveness are important to them. While making their choice, eight in ten consumers pay attention to the product packaging and report that the manufacturers should make it more unique and mindful so that it shows quality. However, six in ten pot users find celebrity association preferable in their choice of cannabis brands.
The survey also shows that it is now not enough for consumers that weed products are handled and packed responsibly; cannabis producers should also present their products as an integral part of a successful and healthy lifestyle.