Civilized partnered with PSB to conduct a survey of more than 1,600 North American adults to explore modern cannabis culture - like who they are hiding their use from. Only 32 percent of Canadian as well as American consumers said that they do not conceal their cannabis use from anyone. That means the vast majority of marijuana users - more than two-thirds in each country - are hiding their habit from someone.
Here are the people who are most likely to hide cannabis use from you.
1. Your Family
You might want to look closer at the group photo from your last family reunion because there could be a few pairs of glazed eyes in the crowd. According to our poll, your family
So, in total, 70 percent of American and Canadian consumers kept their cannabis use from their families. So it's possible that there are entire households of cannabis consumers where everyone's hiding the same habit from each other.
2. Your Friends
If you think that all of your friends are straight-laced, it might be because you're the only non-toker in the group. According to our poll, Americans are particularly careful about concealing their cannabis use from friends. While 22 percent said they kept it a secret from their chums, only 15 percent of Canadians said they were hush-hush about cannabis when friends were around.
So if you catch them looking a little red-eyed after 'getting some fresh air' at a party, they may have had a puff behind your back.
Cannabis users are much more open about their use with their partners than their friends and family. But not all of them are up for pot pillow-talk. In fact, American cannabis consumers are more than twice as likely to conceal their cannabis use from their better half than Canadians (11 percent versus 5 percent).
4. Your Coworkers
Ever wonder why so many coworkers call in sick on April 20th? They might be celebrating the unofficial cannabis holiday behind your back. Canadian consumers are particularly uptight about office-mates finding out about their toking habits. According to our poll, 28 percent of Canadian consumers are hiding it from their coworkers while only 21 percent of American are in the cannabis closet from 9 to 5.
If you want to flush them out, try bringing up the latest trendy strain during the next session of water-cooler talk.
5. American Newbies, Canadian Women and Your Boss
Newbies in America are particularly paranoid about covering their cannabis tracks, according to our poll. Americans who have been using marijuana for less than 5 years are almost twice as likely to hide their habit than those who have consumed it for 5 years of more (32 percent versus 17 percent).
In both countries, income played a major role in determining who hid their cannabis use from coworkers. Individuals with higher annual incomes ($50,000 or more) were about twice as likely than people making less than $50,000 per year to conceal their cannabis use from coworkers. So don't be surprised if some of the knickknacks on your boss' desk are bongs or pipes in disguise.
But the most secretive group of cannabis consumers by far are the 2 percent of Americans and 5 percent of Canadians who refused to answer our question.
Civilized partnered with PSB to conduct a survey of more than 1,600 North American adults to explore modern cannabis culture. PSB is a world renowned global strategic communications advisory based in Washington D.C. With roots in innovative political campaign strategy, PSB is a full-service research and insights agency engaging blue-chip organizations across all sectors.