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Young people tend to prefer THC drinks and gummies.
Americans are overwhelmingly in favor of marijuana legalization. According to a recent survey by Pew Research Center, nine out of ten respondents support recreational or medical marijuana legalization.
Public opinion’s shift in favor of cannabis can be attributed to its widespread normalization and increased research exploring its wellness benefits. While the nation is largely united in its support of cannabis, what generations are leading the charge?
How does each generation feel about cannabis?
Each generation has grown up in unique environments when it comes to cannabis use and acceptance, forming very different opinions on the plant.
Baby Boomers
Baby boomers were born between the 1920s and 1960s. They’re the oldest generation so they have more conservative views on cannabis.
Fewer baby boomers use cannabis than members of any other generation. However, when they do use it, it’s often for its wellness benefits. A 2020 Annals of Internal Medicine study found that cannabis use was increasing among baby boomers, many of whom — about 90% — appreciate its ability to treat some of the ailments associated with old age.
Generation X
Born after baby boomers in the 1960s, members of Generation X often have conservative views of cannabis, an effect of growing up during the War on Drugs, when misinformation about cannabis was rife — including claims that it may impair fertility and even kill you.
When they do buy cannabis products, they tend to prefer flower products rather than edibles or vapes, enjoying traditional cannabis consumption methods.
Millennials
Millennials are people born between 1981 and 1996. They were the first generation to fully embrace cannabis. In fact, almost half of them consume cannabis products.
This accepting attitude is probably because they came of age as marijuana was being legalized in the United States, enabling them to participate in the industry as consumers and business owners.
Gen Z
The youngest generation of cannabis consumers is Gen Z. By the time Gen Z became old enough to buy cannabis products, hemp was federally legal and marijuana was legal in dozens of states. Because cannabis is so accessible to Gen Z, it’s been normalized by this generation.
In fact, many members of Gen Z are substituting cannabis for alcohol, a preference that is helping the THC drinks industry boom.
Gen Z is looking for alcohol alternatives like cannabis drinks.
Who buys the most cannabis?
A 2020 Flowhub study found that millennials buy the most cannabis. They were responsible for almost half of recreational cannabis sales that year. This trend continued into 2023 when millennials were responsible for 46.2% of spending on cannabis products.
While millennials are all in on recreational cannabis, boomers are far more likely to purchase medical cannabis, accounting for 14% of recreational sales versus 17% of medical sales.
The Future of the Cannabis Industry
Gen Z is the fastest-growing group of cannabis users because they’re still aging into legally being allowed to purchase cannabis products. In 2024, members of this generation are between 12 years old and 27 years old.
Although more than half of this generation can’t legally buy cannabis products, they still buy more than baby boomers and members of Generation X. In just one year, the share of total cannabis sales attributable to members of Gen Z has grown by 11.3%.
Millennial and Gen Z consumers account for 72.1% of all tracked sales in Canada and 63% in the US in 2023. It seems the trend of younger generations embracing cannabis will continue into the future, boding well for this budding industry.
Helen Lewis is the Senior Marketing Manager at Crescent Canna. She specializes in writing about cannabis, with a focus on its health benefits. She graduated from Tulane University with a B.A. in English.