44 per cent of Canadians interested in cannabis: recent study finds the typical user does not match common ‘stoner’ stereotype

Starbuds Canada report finds cannabis consumers to be older with higher education, yet still unclear on provincial regulations

CALGARY, Alberta, Oct. 23, 2018 — When you think of the stereotypical cannabis user, the average person may picture the quintessential ‘pot head’: a young individual working a low-paying job, if at all, who most likely has no more than a high school education. However, a recent study: Canadians and Cannabis, commissioned by Starbuds Canada, debunks the typical stoner myth and found that Canadian cannabis consumers are more than what is portrayed in the media.

“With cannabis going mainstream, the ’stoner’ stereotype is dying. Cannabis isn’t just for intoxication, people are using it to relax and unwind, like they would a glass of wine at the end of the day,” says Dave Martyn, President, Starbuds Canada. “The average cannabis consumer is more likely to resemble your neighbour than any portrayal in pop culture.”

27 percent of Canadians currently consume cannabis, which equates to roughly around 10 million people. Of those individuals, the study finds that the majority have a post-secondary education or higher while 33 per cent have families. Not only are the demographics for cannabis usage shifting, the reasons for consuming cannabis are changing as well. Nearly 50 per cent of Millennials use cannabis to reduce anxiety, rather than for the conventional ‘high’. A further 17 per cent of Canadians are curious about trying cannabis, most of them over 45.

However, even though the demographic of cannabis users is skewing older and towards a more affluent audience, 48 per cent of Canadians are not confident when it comes to understanding their province’s rules and regulations around recreational cannabis.

“Through legalization and opening the lines of communication about cannabis, we are making great strides in removing the stigma and stereotypes associated with cannabis users,” continues Martyn. “Hopefully governments can continue to work to ensure that all Canadians understand the regulations in their provinces.”

To help Canadians understand provincial laws, Starbuds Canada has also created a website to mitigate any confusion around differing laws and share their survey findings: www.cannabisandyou.ca

About Starbuds Canada: Starbuds Canada, part of North America’s fastest growing cannabis network, is changing the way Canadians think about cannabis and its many uses. Through a joint venture with Compass Cannabis Clinic, Starbuds is coming to Canada with an aggressive expansion plan across British Columbia, Alberta, Saskatchewan and Ontario. Founded in 2013, Starbuds was the first retail outlet to receive licensing when Colorado legalized recreational cannabis. With 13 locations now operating across Colorado and Maryland, Starbuds also has licensing to operate in Louisiana, Massachusetts, and Hawaii. In 2017, Starbuds generated over $50 million in revenue. Learn more about Starbuds at starbuds.co or contact [email protected]

For media inquiries, please contact: Leanna Kruk Brookline Public Relations, Inc. 403-390-2170 [email protected]

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