It looks like millennials have found themselves at the forefront of yet another major market study, as a new survey from market research group Kantar Consulting suggests that the age group makes up a significant portion of Canada’s post-legalization cannabis consumers.
According to the study, only 13 percent of surveyed Canadians reported using cannabis frequently. Of that number, however, almost half of them are millennials, aged 22 to 39.
This information lies contrary to several reports that the biggest market for the country was not young people, but older, more affluent adults.
The study also showed that the surveyed cannabis-using millennials are more tech-savvy and comfortable engaging with online brands, but are less economically secure than their non-smoking counterparts, earning a median household income of just $15,000. However, the study also notes that they are "usually one of the first people in their group of friends to accept new ideas or try new things."
"Although cannabis users are often portrayed negatively, the reality is much more complex and interesting," Scott Megginson, president of Kantar Canada points out. "It is worthwhile for marketers to look beyond the stereotypes and make an effort to further understand this group."
That’s right—classifying people by stereotypes is not beneficial for market research. As this study points out, scarf-wearing, avocado toast-munching millennials are just as likely to smoke up as their slacker, MTV-watching Gen X parents.
h/t The Province