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This Data Sheds a Revealing Light on Today’s Cannabis Consumers

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Oasis Intelligence polled 20,000 Americans in 50 states to prove cannabis fans ‘aren’t what they’ve been painted to be

There’s no single description for cannabis consumers, but as a composite, they’re 30-something college graduates working full-time jobs. They’re committed to social justice and legal reform, they’re hungry for information, and they use cannabis primarily as a wellness tool.

Those findings, from a first-of-its-kind, 50-state study by Oasis Intelligence, mean to dispel some long-held myths about cannabis fans as hard-partying, aimless stoners with little social conscience. 

While trying to change some outdated thinking, much of it left over from the ill-fated “war on drugs” and fueled by exaggerated characters in pop culture, researchers think the data gathered from 20,000 people could provide brands with valuable insights into the best ways to reach a dynamic and growing demographic.

“Cannabis consumers aren’t what they’ve been painted to be,” says Laura Albers, co-founder of Oasis Intelligence. “And the industry has a lot of promise. It’s been deemed an essential business during the Covid-19 crisis, and it has the opportunity to transform our economy. And legalization will continue to be a major issue, especially in an election year.”

The study, published Tuesday, was conducted in late 2019, before the public health crisis and the subsequent lockdown spurred a new green rush this spring. [Read More @ ADWEEK]

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