Cannabis adoption: From Taboo to Mainstream Preference
From stigma to status, people now prefer weed to alcohol, especially Gen Z, Millennials and Gen X users
As societal norms evolve, cannabis is emerging as a preferred social lubricant over traditional choices like alcohol and tobacco. With the legalization wave sweeping across the nation and shifting attitudes toward acceptance, the implications for consumers, businesses, and policymakers are profound. Let’s explore our recent data "State of Marijuana 2024" covered in Politico: Most marijuana users prefer weed to alcohol, cigarettes that underscores this cultural transformation.
1. The Green Wave: A Nation Embraces Legalization:
The movement toward nationwide legalization is gaining unstoppable momentum. The Harris Poll’s "State of Marijuana 2024" reveals that 59% of Americans are “surprised that marijuana hasn't yet achieved national legal status,” while 70% of Gen Xers anticipate its “full legalization in the near future. The Biden administration’s initiative to reclassify marijuana to a less restricted category marks a significant federal shift toward acceptance.
Coming in at around $33 billion per year, cannabis hauls the same volume as the luxury watch industry.- Highsnobiety
"High" Fashion - How Do We Define Luxury in Cannabis? (highsnobiety)
Cannabis stocks surge as Biden administration moves to reclassify marijuana (CNBC)
2. Mainstream Mania: Cannabis Hits the Cultural Mainstream
Cannabis has transcended its counterculture roots to become a staple in the American lifestyle. Four in ten Americans now use marijuana, with a quarter of the users indulging weekly or more, illustrating the plant's firm establishment in daily life.
Now that everyone is comfy with edibles, here come drinkables (Fast Company)
Are edibles safer than smoking (NYTimes)
3. High Spirits: Marijuana Users Prefer Weed to Alcohol
The tide is turning in the battle of the buds versus the bottle. Among cannabis users, a substantial majority—73%—now prefer it over alcohol. This trend reflects a broader shift towards healthier lifestyle choices and an increasing awareness of the adverse effects associated with alcohol consumption.
The Best THC Drinks That Taste as Good as They Make You Feel (Bon Appetit)
A New Cannabis Club Is Opening in Denver and It Wants to Be the High Tea of Weed (Thrillist)
4. Nature’s Chill Pill: Cannabis as an Anxiety Antidote
Cannabis is carving out a significant niche as a go-to for mental wellness, particularly in managing anxiety and stress. Over half of cannabis users turn to the herb for its calming effects, and this use is even more pronounced among Gen Z, with 69% using it to unwind. This points towards an evolving perception of cannabis as a legitimate, therapeutic tool in the wellness toolkit.
5. Cultural Catalyst: Cannabis Shaping Relationships, Workplaces, and Healthcare
The integration of cannabis into everyday life is far-reaching. Compatibility in cannabis use is now considered crucial by 63% of millennials who say, “Living comfortably with a partner means sharing mutual acceptance of marijuana usage.” Workplaces that support cannabis use attract more progressive talent, with 53% of progressive workplace employees stating, “One of the reasons I was drawn to my current workplace was its progressive stance on marijuana use.” Additionally, 68% of Americans believe that within five years, “medical marijuana will be as commonly used as some prescription medicines,” indicating transformative potential in healthcare.
Marijuana’s Health Effects Are About to Get a Whole Lot Clearer (The Atlantic)
Governor Hochul Announces $150 Million Investment in the Cannabis Social Equity Investment Fund (NY Gov)
Recreational cannabis use may lower your risk of cognitive decline, study says (Fortune)
2024 Marijuana Legalization Review: A Guide For Employers In A Complex Legal Landscape (Forbes)
Implications for Marketers
The data underscores a seismic shift: cannabis is not only gaining acceptance but is also becoming a central player in American culture. Its increasing integration into everyday life is significantly influencing social norms, consumer behavior, and industry practices, necessitating a strategic response from marketers. Notably, 56% of Americans believe that the marijuana industry will “fuel the American economy”, and an equal percentage advocate for “social equity programs” to address historical injustices related to marijuana criminalization.
Marketers navigating this green wave must adapt to changing consumer preferences, requiring strategic shifts in messaging and branding, especially in sectors that interact with cannabis. The acceptance of cannabis across professional and personal realms demands inclusive marketing strategies emphasizing social equity and corporate responsibility. By engaging with communities and advocating for policies that address historical injustices, brands can boost their reputation and build trust. As cannabis becomes mainstream in areas from socializing to healthcare, the potential for growth and innovation is significant.
Shout out to Tim Osiecki and Ethan Hermann for leading this report!
Note the point of this post is not to promote recreational drug use; it’s to showcase the trends impacting society and our consumption habits.
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Penned by Libby Rodney and Abbey Lunney, founders of the Thought Leadership Group at The Harris Poll. To learn more about the Thought Leadership Practice, just contact one of us or find out more here.
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