The typical cannabis consumer has been portrayed as mostly male and scruffy. Think Shaggy from Scooby Doo, Cheech Chong or even James Franco’s Saul Silver in Pineapple Express. The only suburban mom ever shown as smoking marijuana was probably Mary Louise Parker’s Nancy Botwin in the HBO show Weeds.
As more data is compiled on cannabis consumers, the demographic profiles are proving to be pretty surprising. Brightfield Group pulled data from a survey combined with the social listening of over 6,000 individuals and growing (located in California, Colorado, Washington, Oregon, Nevada, and Canada). Its portal gives users the ability to drill up and down consumers’ core with a magnifying glass and the results are revealing.
“Our personas were developed using a mixed-method approach of machine learning and cluster analysis supported by content and qualitative expertise applied with scrutiny,”