The campaign against cannabis has been waged so effectively that even today, despite more than half of Americans having access to marijuana, cannabis smokers still struggle against the slacker and stoner stigmas from the Reefer Madness era of old. Fortunately, a new landmark study published by BDS Analytics paints a much different picture of modern, civilized, cannabis consumers.
The study surveyed over 2,000 adults in California and Colorado, 1,200 of which reported using or having used cannabis within the past six months. According to their research, participants ran the spectrum from regular consumers, those who don’t consume but might one day (acceptors), and those who don’t consume cannabis and don’t want to (rejectors).
By breaking down the participants into these categories, researchers found the “overall healthy well-being of cannabis consumers” was superior when compared to that of ‘acceptors’ and ‘rejecters,’” respectively.
The report goes on to challenge the myth of “lazy” cannabis users and work ethic by pointing out that the average annual household income among cannabis consumers in California was $93,800 in comparison $72,800 for acceptors and $75,900 for rejecters. Further, an impressive 20% of cannabis consumers hold Master’s degrees compared to just 13% of acceptors and 12% of rejecters.
The employment myths keep getting busted in Colorado as well—64% percent of Colorado cannabis consumers reported that they were employed full-time, while 51% and 54% rejectors stated they worked full-time.
In addition to maintaining gainful employment and obtaining Master’s degrees, Colorado consumers reported that they were more satisfied with their lives than they were a year ago; they are also likely to enjoy fine arts, outdoor recreation, and social activities more than either acceptors or rejecters.
According to the head of consumer research at BDS Analytics, Linda Gilbert, “Cannabis consumers are far removed from the caricatures historically used to describe them,” she said. “In fact, positive lifestyle indicators like volunteering, socializing, satisfaction with life and enjoyment of exercise and the outdoors are highest among cannabis consumers.”
BDS’s ongoing study is one of the most comprehensive and detailed looks at the cannabis market and cannabis consumers ever conducted in the US. It’s set to be updated every six months. The study, which was the first of its kind, provided essential data regarding the nature, character, and reality of the modern cannabis consumer.
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