Croptober Is Coming: What the Data Tell Us About Cannabis Consumer Demand
As Croptober approaches (the annual sun-grown cannabis harvest season), it's a fitting time to reflect on how cannabis culture is evolving in the United States. According to MRI-Simmons’ 2025 National Cannabis Study, 31% of U.S. adults have consumed cannabis in the past six months, so it's clear that marijuana and CBD are no longer fringe interests. They're mainstream, and they're reshaping consumer behavior, public policy, and economic opportunity. For media planners and brand marketers, understanding these shifts is essential to staying ahead of the curve.
Cannabis Is an Economic Engine (and Consumers Know It)
The economic potential of cannabis is undeniable, and consumers are taking notice. 74% of U.S. adults agree that legalization is a smart way to boost tax revenue, and 73% see dispensaries as valuable contributors to local economies. And this isn’t just theoretical support, with 65% willing to welcome a dispensary in their own city and 54% open to investing in cannabis-related businesses.
Legalization also unlocks new consumer segments. 55% of adults would try marijuana if it were legal where they live, including 39% of those who don't currently consume cannabis. This suggests a significant untapped market waiting for regulatory green lights. Beyond consumption, Americans are curious about cannabis-infused experiences: 54% are interested in cannabis-friendly tourism, 54% want to try cannabis-infused food and beverages, and 45% are intrigued by cannabis self-care products. For brands, this opens doors to innovate across hospitality, wellness, and lifestyle categories.
For Health & Wellness, Cannabis Is the New Superfood
Cannabis is increasingly viewed through a health and wellness lens. 73% of U.S. adults agree it has many health benefits, and 68% specifically cite marijuana’s therapeutic potential. This isn’t just about pain relief: 67% believe cannabis is good for both the mind and body, and the same percentage see CBD as beneficial for health and beauty.
Perhaps most telling is the comparison to alcohol: 61% of Americans feel cannabis is a healthier alternative. This shift in perception is critical for marketers. Cannabis is no longer competing with tobacco or alcohol, but it’s carving out its own space in the wellness economy. Brands that position cannabis as part of a holistic lifestyle will resonate with a growing audience that values self-care, mindfulness, and natural remedies.
Legalization Is No Longer a Debate But a Demand
Americans are overwhelmingly in favor of cannabis legalization. 62% believe marijuana should be legal nationwide, and 64% expect it will be legal in all states within five years. The public sees legalization not only as a matter of personal freedom but also as a practical solution to systemic issues. 70% agree that legalizing marijuana helps reduce illegal drug trafficking, and 63% support erasing criminal records for past marijuana-related offenses. In fact, 52% of adults believe that people who have been convicted for selling marijuana should be given priority for legal dispensary licenses to make up for this injustice.
This sentiment extends to financial and political realms. 67% believe banks should be allowed to serve cannabis businesses without penalty, and 59% say they’re more likely to vote for candidates who support legalization. For advertisers and media companies, this signals a growing opportunity to align with progressive values and tap into a politically engaged audience. Cannabis isn’t just a product. It’s a platform for change.
What’s Next for Cannabis?
Croptober is more than just a harvest. It’s a time to acknowledge the cultural shift of cannabis perception in the U.S. As cannabis becomes more mainstream, we can expect continued momentum in legalization, innovation in product development, and expansion into new consumer categories. The data show that Americans are ready: they want legal access, economic opportunity, and health-conscious options.
For media planners and brand marketers, this is a call to action to join the national conversation. Whether you're crafting campaigns, building partnerships, or exploring new verticals, now is the time to lean into the cannabis economy. The future is green, and consumers are already on board.
Sources: 2025 National Cannabis Study (F24 USA). Base: Total adults 18+.
Activating Cannabis Champions through MRI-Simmons
Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach Americans who support cannabis legalization, who want to visit a cannabis-friendly resort, who are interested in cannabis-infused beer, or any other target in this blog. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audience via the ad-tech platform or media partner of your choice.
