Media Release.

From Niche to Mainstream: New Study Shows People are Getting Comfortable with Cannabis

Stigma fades as cannabis consumers continue to shatter outdated stereotypes

Los Angeles, CA and Saint John, NB (April 19, 2019) – Results from the fourth annual Cannabis Culture Poll commissioned by Civilized show that people across Canada and the United States are becoming increasingly comfortable with cannabis, and those who enjoy it are once again defying traditional stoner stereotypes.

Roughly 30 per cent of those surveyed identified as cannabis consumers – up almost 10 per cent from the same study in 2018. Findings show that consumers are more likely than the general population to be employed full-time and have kids under the age of 18; they exercise and socialize more often.

The study also revealed that cannabis is recognized as both a topical political issue and a reasonable part of candidates’ histories on both sides of the border – almost 70 per cent of Americans and Canadians said they would be comfortable voting for a candidate who openly acknowledges their own use of cannabis. As legalization becomes a reality in more and more geographies, Americans are warming up to the movement – more than 80 per cent support legalizing cannabis to some degree.

Some of the more interesting findings include:

  • For many, cannabis is a normal part of life – Americans and Canadians tend to agree that it’s “normal” to browse a cannabis-related store with a friend, and see others enjoying cannabis at a sporting event or outside a bar. They are also relatively comfortable with their bosses using cannabis outside of work.
  • Intimate encounters with cannabis are still uncomfortable for some Most people would still find it “strange” for a dinner guest to bring cannabis instead of wine, or if coworkers consumed in an outdoor space at a work happy hour. Many also reported feeling very uncomfortable if their coworker showed up to work under the influence.
  • Not much has changed in Canada since legalization – Canadians report that not much has changed since legalization, however they do hear more people talking openly about their use. 

“Many jurisdictions have given people the legal license to enjoy cannabis, and the social license is slowly following,” says Derek Riedle, Publisher of Civilized. “Stigma is already starting to fade in places like California and Canada, and our Cannabis Culture Poll shows that people are becoming increasingly comfortable with cannabis being a part of everyday life.” 

The annual poll was commissioned by leading lifestyle brand and media company Civilized, and conducted by full-service research insights agency PSB in partnership with global communications and PR firm Burson Cohn & Wolfe (BCW). The poll surveyed 1,602 adults from coast-to-coast in Canada and the US. The online interviews explored views on cannabis, cannabis usage, and habits and behaviours of both consumers and non-consumers to better understand the lifestyle of modern cannabis consumers.

More findings from the 2019 Cannabis Culture Poll can be found at   


About Civilized Worldwide Inc.:

Civilized is the leading lifestyle brand and multiplatform media company that connects millions of cannabis consumers, influencers and the canna-curious with both niche and mainstream content, events and experiences, and fashion. With operations in both Canada and the United States, Civilized makes original, premium digital content, television and podcasts; builds brands; and creates and produces world-class events and experiences for B2B and B2C audiences. Founded by entrepreneur Derek Riedle, Civilized is fast becoming the partner of choice for mainstream brands, and the cultural authority on the exploding global cannabis space. For more information, visit 

Media Contact:
Kate Guest
Revolution Strategy

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