A newly released poll aimed at better understanding the culture and lifestyle of modern cannabis users found that consumers tend to have more active social lives than non-consumers, attending numerous activities such as sporting events and concerts, and connecting more on social media.
The annual poll, conducted by Civilized, a digital media and lifestyle brand, in partnership with full-service research insights agency PSB Research, surveyed 1,604 adults in the U.S. and Canada in February, capturing insights on cannabis consumption frequency, methods and behaviors, according to Derek Riedle, CEO and publisher of Civilized.
“It explored differences … among consumers and non-consumers in both countries and uncovered interesting findings about legalization and purchasing choices,” Riedle said, adding that the results also provide insight into the differences between perception and reality of the modern cannabis consumer.
“The poll shines a light on the new face of cannabis that is emerging,” Riedle said. “Portrayals of cannabis culture in media have made the world believe that cannabis consumers are all young people sitting on their couches, eating pizza and playing Xbox. The reality is, cannabis consumers are people of all shapes and sizes, from all walks of life, from every corner of the continent. These people enjoy cannabis as a healthy part of a balanced lifestyle.”
The poll results demonstrate this sentiment by reflecting strong public support for legalization, Riedle said.
“The general population of the U.S. and Canada are more open to considering using cannabis this year than last, and about half would vote for legalization today if it was on the ballot,” he said.
Part of that support may be due, in part, to the perceived harmlessness of cannabis. Survey participants ranked cannabis as the substance with the least long-term negative effects, consistent with last year’s poll, according to Riedle (opioids ranked as the most dangerous, followed by stimulants, tobacco, hallucinogens and alcohol).
The poll results also demonstrate that nearly two thirds of Americans disagree with the position that the federal government has taken on marijuana enforcement—62 percent of Americans oppose Attorney Jeff Sessions’ war on cannabis.
Civilized’s poll may have a wider impact on the industry, bringing together cannabis consumers and encouraging them not to hide their cannabis use. The poll found that nearly half of North Americans have at least one close friend who uses marijuana, and that cannabis consumers who hide their use are more afraid of the stigma than jail sentences. Forty-one percent of Americans and 42 percent of Canadians cited fear of judgement as their main reason for concealing cannabis use, while only 30 percent of Americans and 28 percent of Canadians cited fear of punishment as a reason to keep it hidden.
“Prohibition has forced people to stay in the cannabis closet,” Riedle said. “Civilized is looking to empower these people not just to step out of the closet, but to destroy it, and give them the freedom to live their lives authentically.”
Those users will have the opportunity to step out of the shadows and denounce prohibition at Civilized’s 4/20 “End of Prohibition” party April 22 at Hollywood’s Montalbàn Theatre. After its successful, two-night “Always Legal to Laugh” comedy show in September 2017 at the theatre, Civilized has again partnered with the venue to celebrate the end of cannabis prohibition in California.
“This time, we are taking advantage of the beautiful spring weather and hosting a live performance by prohibition jazz band Lizzy & the Triggermen at the Montalbàn’s incredible, outdoor rooftop theatre,” Riedle said.
Guests enjoy Civilized's High Fete Dinner in Malibu in March. Photo courtesy of Civilized.
Swing dancers will dance along to the band, and Canndescent, a cannabis brand and one of the event’s sponsors, will host an “Art of Flower” presentation by Brandon Allen, a certified cannabis sommelier, or “interpener.”
The musical performance will be followed by a screening of the infamous anti-marijuana film “Reefer Madness,” with wireless headphones provided to the audience.
“2018 not only marks the year of legalized recreational cannabis in California, but the 80th anniversary of the original release of this film,” Riedle said. “Hollywood sure has changed a lot since then.”
Civilized is giving away 350 free tickets for the invitation-only party. Other sponsors for the event include Organa Brands, Bloom Farms, GreenHouse Herbal Center, CBD Living Water, MovieRanker.com, Frontera Law Group, Manzuri Law and LA Weekly.
“Civilized events are created for all the folks we see enjoying cannabis but haven’t always been represented in cannabis culture—the millions of motivated, productive adults who choose to enjoy cannabis recreationally and responsibly, as a part of a healthy lifestyle,” Riedle said. “We welcome the opportunity to bring audiences and brands together to celebrate all the exciting new things our industry has to offer, while providing some pretty unique and fantastic entertainment experiences.”
Top Image: © hywards | Adobe Stock
