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Research shows people approve cannabis legalization, but industry needs to work to increase comfort levels

TORONTO - Business of Cannabis commissioned original research through partner Nanos Research and today released the first, quarterly Business of Cannabis/Nanos Research Public Opinion Barometer.

January 10, 2018  By Business of Cannabis

Results show a vast majority of Canadians are aware of what provincial governments are doing in terms of distribution and retails sales and that they are largely supportive of legalization and retail distribution.

In fact, while support is strongest among younger Canadians – those under 35 (82.1%) – a comfortable majority of those between 35-54 years old (67.6%) and 55+ (64.2%) support legalization.

“It doesn’t make a difference what province you are in, if you are male or female or even what age group you are in,” said Nik Nanos, President and CEO of Nanos Research, “the level of support of marijuana is a quite comfortable majority.”

Jay Rosenthal, Co-Founder and President of Business of Cannabis, noted, “The research has implications and opportunities for the cannabis sector. There is still stigma and taboos around use compared to alcohol as well as a sense that the industry could do more around safety and responsible usage.”


Regarding the overwhelming belief among Canadians that there is medicinal and wellness benefits to cannabis consumption, Rosenthal added, “There are 250,000 patients currently being served by the licensed producers legally in Canada. They were the ones that pushed this issue over the decades and we are seeing the positive influence that those leading edge patients had with the public.”

Other key findings:

      •  Usage is still not normalization. of Canadians say that they are uncomfortable or somewhat uncomfortable consuming cannabis products with their families. 

     •  Canadians are looking for Industry to do more to drive public awareness on safety and education. Only 17% of Canadians agree, and another 25% somewhat agree, that industry is taking sufficient steps to ensure safety.  

     •  More than four in five Canadians agree or somewhat agree that there are medical benefits to cannabis consumption. 

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