Up until recently, the stereotypical cannabis consumer was a lazy goofball, typically of the male persuasion. Cheech and Chong, Spicoli, Shaggy from Scooby-Doo—you get the picture. But as the plant becomes normalized, the notion of the ‘stoner’ has evolved. Shows like Sex in the City and Abbott Elementary showcase professional women using pot. And according to new data, these may be more accurate depictions of the typical cannabis consumer in America.
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A recent analysis by Reuters highlighted data showing women are outpacing men when it comes to weed. One of the most interesting pieces of evidence? A government study in 2023 revealed for the first time that “19- to 30-year-old female respondents reported a higher prevalence of past-year cannabis use than male respondents in the same age group.”
The article also pointed to the cannabis discovery app Jointly, which has a 55 percent female user base. Platform founder David Kooi says health is a main motivator.
“More women, particularly young women, are embracing cannabis for reasons like relaxation, stress relief, improved sleep, and exercise recovery,” Kooi told GreenState. “Cannabis is becoming a tool for health and well-being, rather than just a social activity. At Jointly, our data shows that 92 percent of women in the 21 to 30 age group use cannabis for health and wellness purposes, which speaks to this growing trend.”
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Jointly’s data was seemingly confirmed by a recent YouGov poll on women’s motivations for consuming cannabis. Roughly 70 percent of respondents said “relaxation” was their main reason for using pot, while sleep improvement was a close second with 69 percent.
And while many may assume women prefer gummies and tinctures to smokable bud, guess again. The same poll revealed that 80 percent of women surveyed smoke flower.
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Speaking of wellness, the increasing number of women weed users may also correlate with a societal shift away from alcohol. Daily cannabis consumption is outpacing daily drinking for the first time, and more women are opting into the so-called Cali Sober lifestyle (where one avoids alcohol but may consume cannabis) than ever before.
“Cannabis offers a natural alternative that feels empowering—it’s a way for us to reclaim control over our health and well-being,” Monica Olano, founder of Cali Sober Mom, told GreenState. “What’s happening now is that it’s finally being tracked and recognized, but this shift is really about women waking up to the fact that we deserve better.”
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There does seem to be a generational divide among women using weed. According to the government survey, men aged 35 to 50 continue to use cannabis at a higher rate than women. This correlates with data showing Gen Z prefers pot to alcohol. An analysis from Headset showed that Gen Z women specifically have been buying twice as much weed since 2020.
Women control the lion’s share of spending power in America, making them a crucial demographic for brands to reach. Combined with the fact that more women are looking to the plant for health and wellness purposes, the idea of the typical consumer goes up in a puff of smoke.
