Cannabis Data Shows Mental Health, Not Fun, Is the Goal

There’s an ingrained image in pop culture of the wake-and-bake stoner: that guy—it’s almost always a basement-dwelling dude—who lives to get high and does little else with his day. The clichéd caricature, usually played for laughs, is largely known to be fiction rather than reality in 2021, and now there are data to prove it thanks to a new study from cannabis delivery platform Eaze that found an increasing crossover between weed use and off-the-couch activity of all kinds, including work, fitness, intimacy and hobbies. “It may sound counterintuitive, but cannabis for responsible adults does exist,” said Elizabeth Ashford, vice president of communications at Eaze. “We’re seeing integration of cannabis into parts of life where we previously didn’t see it.” It’s not about waking up and hitting a bong. Some people may take a 2-milligram sativa edible like someone else would drink espresso in the morning.—Elizabeth Ashford, senior director of communications, Eaze Notably, work from home has had a big impact on how users turn to cannabis. The study of 1,100 Eaze customers found that 43% say they’re microdosing before clocking in (40% have full-time jobs), and 36% report that “productive” is their favorite kind of high. “It’s not about waking up and hitting a bong,” Ashford told Adweek. “Some people may take a 2-milligram sativa edible like someone else would drink espresso in the morning.” Before Covid-19, there was more of a distinction made between work and downtime, and as the two have blended together, behaviors of cannabis consumers have changed, Ashford said. At the same time, the industry itself has evolved, with a variety of choices and “products that are more diverse and dosing that’s more nuanced.” Busting stereotypes, battling stress On the wellness front, the data aims to bust another tired stereotype: that cannabis use is all about having a good time. More people (22%) use cannabis for stress and mental health than for any other reason, Eaze's data shows, putting a dent in the common perception that consumers are interested in weed mostly as a form of recreation. In fact, only 17% cited "fun" as their primary motivation, with 12% saying better sleep was the top goal. "With our lifestyles shaken to the core over the past 18 months, it’s no surprise our relationship with cannabis has changed too,” Sheena Shiravi, vp of marketing at Eaze, said in a statement. “Today’s cannabis consumer recognizes the plant can support everyday activities like work and working out, and are integrating it throughout their lives to enhance connectivity, productivity, and wellbeing.” The Eaze report doesn’t specifically cite a percentage jump in the number of fans who consider their cannabis use a wellness tool in 2021. But studies from Oasis Intelligence, Brightfield Group and other firms have noted an uptick, even pre-pandemic, in those who cite anxiety and stress as their prime motivation for turning to cannabis and CBD, blurring the traditional distinction between medical and recreational use. New Frontier Data, in a recent study, found that 52% of current consumers reported using cannabis during lockdown to improve their mental health. By the numbers The research from Eaze, gathered in July and called “420 Days of Summer,” polled cannabis consumers in California, the largest legal market in America and considered a bellwether of trends across the country. The survey asked about the role weed plays in many aspects of people’s lives, including careers and intimate relationships, looking to root out how and why Californians are using cannabis in the second year of the pandemic. Findings include: 40% paired weed with a new skill or hobby in the past year, and 64% ranked art and music as the top two activities they integrate with cannabis; 37% paired cooking with cannabis, reflecting the wave of entertainment like Bong Appetite, Chopped 420 and other shows that star renowned chefs and elevate weed-laced food. The results prove that cannabis fans, like many other mainstream consumers, have been on a journey of self-discovery during lockdown, learning new skills and picking up hobbies, which blended with their weed use, Ashford said. “People had a lot of time to themselves, and they adjusted their behavior to be less about what the crowd was doing and more about what they wanted to do,” Ashford said. Other standout stats include: 79% of Eaze customers report using cannabis before sex, in line with recent research that the brand did with Playboy, and an early harbinger of potential Valentine’s Day brand alliances. 37% said they pair cannabis with their workouts, again countering a stale image of zoned-out stoners and opening the door for new marketing opportunities for brands in the space.

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T.L. Stanley

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T.L. Stanley