Cannabis Consumers are Happier, Wealthier, and more Enthusiastic for the Outdoors, Study Finds


Findings in a new study show that U.S. cannabis consumers tend to be “among the most well-adjusted and successful of American adults.”

Those who consume cannabis tend to be more accomplished personally and professionally, more satisfied with life, more socially and creatively active, more likely to enjoy the outdoors, and more likely to volunteer, according to a new study.

The first installment of Cannabis Wellness TrendsTM by data firm BDS Analytics investigates the differences between those who consume cannabis and those who don’t in states where doing so is legal. This first installment of the study focused on user and non-user characteristics in California and Colorado. At a later date, the second installment will examine Oregon and Washington, as well as other states.

Data provided in the reports are based on the ‘BDS Analytics Consumer Trends Survey,’ which surveyed 2,000 California and Colorado adults ages 21 years and older online. Participants were split into three categories. “Consumers” were those who have consumed cannabis within the past six months. “Acceptors” were those who hadn’t consumed cannabis but were open to it in the future. “Rejecters” were those that did not consume cannabis and wouldn’t consider it.

The study found that cannabis consumers are in general more content with life and are well adjusted in society than acceptors and rejecters. Cannabis consumers are also more likely to be parents in California. Sixty-four percent of consumers are parents, compared to 60 percent of acceptors and 55 percent of rejecters.

“Cannabis consumers are far removed from the caricatures historically used to describe them,” said Linda Gilbert, head of the consumer research at BDS Analytics. “In fact, positive lifestyle indicators like volunteering, socializing, satisfaction with life and enjoyment of exercise and the outdoors are highest among cannabis consumers, at least in Colorado and California.”

The study found that consumers were more likely to have full-time jobs and have a higher average annual household income. Sixty-four percent of consumers in Colorado were employed full time, compared to 51 percent of acceptors and 54 percent of rejecters. In California, consumers had an average annual household income of $93,800, compared to $72,800 for acceptors and $75,900 for rejecters. California consumers were also more likely than the other two categories to hold master’s degrees.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”17320″ img_size=”1200×250″ onclick=”custom_link” img_link_target=”_blank” link=””][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Consumers of cannabis were also found to be more nurturing and more likely to volunteer. Of California consumers, 60 percent agreed that they are nurturing people and 38 percent said they volunteer. Of rejecters in California, just 41 percent of rejecters said they are nurturing and 25 percent volunteer.

Those who consume cannabis were also found to be more social and creatively active. In Colorado, 36 percent of consumers responded that they consider themselves to be very social, while just 21 percent of acceptors and 28 percent of rejecters answered the same.

Compared to rejecters, consumers in Colorado and California tend to more likely enjoy outdoor recreation. Fifty percent of Colorado consumers said they enjoy the outdoors, compared to 36 percent of Colorado rejecters. In California, 57 percent of consumers said they enjoy outdoor recreation, while just 26 percent of rejecters did.

Nearly five in 10 consumers in Colorado answered that they were more satisfied with life compared to a year ago. Four in 10 acceptors and rejecters felt that way.

“One theme that clearly emerges from the research is the overall healthy well-being of cannabis consumers… when compared to ‘acceptors’ (people who do not consume cannabis but might consider it) and ‘rejecters’ (people who do not consume cannabis and would not consider it).”

Eight U.S. states have passed measures legalizing adult use marijuana – Colorado, Washington, Oregon, Alaska, California, Nevada, Massachusetts, and Maine. However, a recent market analysis suggests that legalization could expand to all 50 states by 2021.

You can learn more about BDS Analytics’ consumer study, “Cannabis Wellness TrendsTM,” here.

Keep up with the growing legal cannabis industry by visiting our education page.[/vc_column_text][/vc_column][/vc_row]