The surprising role millennials are playing in the cannabis industry

Through Johanna Skopl

Since 2012, millennials have been the pioneers of adult recreational cannabis use. This is extremely important not only to change society’s perception of marijuana, but also to contribute to the development of the cannabis industry.

There are currently approximately 72 million millennials in the United States, making the generation the most populous cohort. They have also proven to be open to new experiences and are therefore important drivers of social development.

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According to Green Entrepreneur, Millennials (people born between 1981 and 1996) are now in their late 20s to mid 40s and make up the largest percentage of cannabis users (38%), followed by Gen X (29%) and the Baby Boomers (19%). and Gen Z (13%).

“Millennials came of age when social attitudes and politics related to cannabis were changing rapidly,” said Gary Allen, CEO of New Frontier Data. “As young adults, they witnessed how the normalization of cannabis use diminished negative stereotypes, and they have played a leading role in the emergence of the legal cannabis economy, both as market participants and advocates for change.”

Additionally, millennials are promoting the benefits of using cannabis and CBD products for stress, anxiety and general well-being through their social media. Some of them also said they “use cannabis products as a substitute for medication.” They also advocate more regulation to ensure the safety, quality, and potency of CBD and cannabis products.

Compared to previous generations, Millennials and Gen Z consumers are less financially secure. However, they still prioritize healthier, plant-based foods and brands across categories that are more purpose-driven.

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Additionally, the Cannabis Travel Association International (CTAI) predicts that Millennials will account for 50% of U.S. travelers by 2025, also expecting their cannabis use to become extremely normalized compared to any other earlier time in the lives of their generation or newer limit dates.

The role of millennials in this time of constant change, new cannabis regulations and the marijuana industry itself is essential for older generations to see cannabis as yet another medicinal plant among many others and to embrace the cannabis plant as a gift that the earth is giving us.

This article originally appeared on Benzinga and has been republished with permission.