Stoners No More: Upscale Purchasers of Brand Name Cannabis Products Break Stereotypes and Change the Marijuana Marketplace

Mass media, major brands and the political landscape have an opportunity
to achieve catch-up with these new cannabis consumers

NEW YORK–(BUSINESS WIRE)–#brand–A new class of Cannabis Consumers is reshaping marijuana culture. These
individuals break the ‘out of it’ stoner stereotype in favor of feeling
more ‘present’ and ‘mindful’ while they consume cannabis. They also
actively seek out cannabis products that are high quality, high-end and
often artfully branded and packaged.

According to a new study
by Miner and Co. Studio, of 800 Cannabis Consumers surveyed (all of whom
purchase the rapidly growing category of ‘branded’ cannabis products),
today’s Cannabis Consumer looks decidedly different than the traditional
‘stoner’ stereotype.

88% consider themselves part of a new
cannabis culture – identifying as social, sophisticated and professional
individuals rather than lazy loners.

Based on survey responses, they are:

  • 30 years old on average
  • 65% male; 35% female
  • 65% have a household income of $75K or more
  • 84% employed full-time
  • 63% married or living with a significant other
  • 42% parents of children < 18
  • 49% Democrat; 45% Republican

Mindful, Present, Focused vs. Stoned

The overwhelming majority of these Cannabis
are consuming cannabis and cannabis products to enhance
their daily and social experiences. 95% prefer a high that allows them
to be ‘present’, ‘mindful’ and/or ‘focused’ and less than 1 in 3 say
they consume cannabis to feel ‘stoned’, ‘zonked’ and/or ‘out of it.’

Cannabis has become an integral part of their overall well-being, with 9
in 10 stating they include cannabis as part of their wellness program
alongside diet and exercise. For many, cannabis is also seen as a
healthier, less addictive and more natural alternative to substances
like alcohol, OTC and prescription drugs.

Brand, Packaging & Product Matter

These Cannabis Consumers are active buyers with money to spend. 65% make
more than $75,000 per year and more than 90% are at least somewhat
familiar with, and interested in, learning more about various products,
strains and different types of highs, portions and dosages.

With 93% consuming cannabis at least once a week, they are actively
shopping and are open to trying new products. The importance of good branding
and packaging
is now quickly growing – with 80% indicating that
attractive packaging is important in their decision to purchase.

Having a celebrity-backed brand is also seen as a positive, especially
when that celebrity has ‘cannabis clout’ like Willie Nelson, Snoop Dogg
and Whoopi Goldberg. 6 in 10 say that a celebrity association is at
least somewhat important to them when choosing to try a new cannabis

However, consistent quality is key for them to keep purchasing a
cannabis product, with over 90% saying they adopt brands based on
flavor, taste and the type of high.

Recognizing a New Consumer Segment

More than 20% of the U.S. population will now have recreational access
to cannabis. According to Robert Miner, President of Miner & Co. Studio,
“Understanding this new
Cannabis Consumer
isn’t just important for these new and growing
cannabis brands that market to them. Almost every major brand will have
a portion of their customer base who are Cannabis Consumers.”

“In the new political and social landscape, mass media’s portrayal of
Cannabis Consumers will need to evolve as well,” says Miner. “While TV
and movies have unquestionably played a powerful role in driving
awareness and acceptance of cannabis as a normal part of our lives and
culture, media is still stuck propagating the stoner stereotype such
that anyone who consumes cannabis becomes the modern equivalent of Otis,
the town drunk in Andy Griffith’s Mayberry – hapless, bumbling and out
of it. Just as drinking a beer doesn’t mean someone is a drunk or an
alcoholic – simply consuming cannabis doesn’t make him or her a zoned
out stoner. Media has an opportunity to present the new Cannabis
Consumer in a more positive light to overcome the stoner stereotype that
still casts a stigma on the consumers in this vast and growing market.”

More information on today’s Cannabis Consumer can be found here.

About Miner & Co. Studio

& Co. Studio
is an insights-based strategic consultancy with a
proven track record with leading consumer brands and TV networks guiding
brand positioning, brand experience, new product development, TV show
and concept testing, advertising campaign and digital content
development. The agency embraces consumer aspirations and insights to
drive innovation and action and employs approaches across the
qualitative and quantitative spectrum. Learn more at


Todd Nelson, 415-533-1661
& Co. Studio
Robert Miner, 212-405-8200 x 101