Cannabis use is increasing all around the world. The American marijuana industry was worth about $57 billion in 2023 and is projected to reach $444 billion by 2030, a staggering growth that reflects it as the fastest-growing industry anywhere in the world. Veriheal consistently stays abreast of current trends by conducting routine surveys among our community of nearly 2 million users. These surveys explore the motivations and methods behind cannabis usage for both medical purposes and recreational enjoyment. By engaging individuals across various age groups and demographics, we gather insights into usage patterns, medical conditions, past substance experiences, and more. This approach ensures that we deliver a top-notch service tailored to meet the diverse needs of our customers.
In this piece, we aim to delve into the use of cannabis among Generation Z (those born between 1997 and 2012) for purposes of happiness, healing, and relief. Our goal is to gain a deeper understanding of how this demographic perceives and utilizes marijuana. By knowing what Gen Z values about cannabis, we can better provide for upcoming generations to ensure everyone is having their needs met.
Gen Z has been spotlighted in the media recently for a variety of reasons, one of which is that they are the largest consumers of media across any generation. They are becoming adults in tumultuous yet transformative times and are often seen as being tasked with “saving the world” from the variety of issues they’ve inherited, whether environmental, political, or economic. Gen Z is focused on shaking up social norms entrenched by previous generations, slowly creating a more equitable society that allows people of any gender, orientation, and identity to thrive.
California was the first state to legalize medicinal cannabis in 1996, right around the time that Gen Z began to enter society. As a result, those in Gen Z have never experienced a world without some form of legal weed, and they’re more accepting of it than any other age group. Alternative medicines are a priority among Gen Z, who are moving away from traditional Western options and instead using natural wellness to support the mind and body. Gen Z is increasingly building on the forward momentum of previous generations to heavily promote activism and the creation of a world that supports and benefits everyone equally.
To collect this data, Veriheal surveyed thousands of patients between the ages of 15 and 27 who signed up for our services between March 2023 and April 2024. We have also used some information provided by New Frontier Data in 2022, which referenced various studies and findings on this age demographic’s substance use. All respondents are located in the United States but represent a diverse group of people from all races and genders.
One of the most significant differences between Gen Z and previous generations relates to the substances they choose to partake in. Gen Z is drinking far less alcohol, and many of them don’t use it at all. Veriheal found that 32% of respondents rarely drink, and 30% reported never drinking. Similarly, New Frontier Data discovered that more than half of those surveyed have replaced alcohol use with cannabis, and 69% prefer cannabis over alcoholic drinks.
Several reasons are attributed to this change. One is that Gen Z recognizes the mental and physical health impacts associated with drinking, such as the increased risk of depression. Another is related to the high cost of drinking, particularly in venues like bars or clubs. Both Veriheal and New Frontier Data reported that Gen Z is also using tobacco at lower rates than prior generations (with around half never using it), pointing to their prioritization of health and wellness.
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While older generations, such as Baby Boomers, largely prefer edibles, Gen Z likes flower the most. They like inhalable products with fast effects, such as vaporizers and concentrates, and are less likely to gravitate toward slower-onset products such as topicals or tinctures. Many of them still do choose edibles, however, with 64% of respondents choosing it as their preferred method compared to 83% who picked flower.
Interestingly, Gen Z’s love of flower is also reflective of societal impacts. Unlike older generations, their decision to use smokable products indicates less concern over cannabis-related stigmas and the need for being discreet.
As a younger demographic, Gen Z doesn’t use cannabis for the same things an older person might. The largest reported reason for Gen Z cannabis use, according to Veriheal data, was trouble sleeping or insomnia, with 58% stating they turn to it for this use. Chronic pain and “other” are the second highest reasons. When asked what they want to feel from cannabis, Gen Z listed feeling relaxed, relief from pain, and happiness as their top three reasons.
This aligns well with the type of cannabis products that Gen Z prefers, as wanting to feel relaxed and happy can be more quickly achieved by smokable products. It can also help with sleep, as many people like to use cannabis right before bed to feel immediate effects.
Gen Z is currently the most cannabis-friendly generation in the country, and this trend will be reflected for years to come. As cannabis consumption lounges become more popular and more states legalize the substance, we’ll likely see an increase in the amount of Gen Z adults who turn to cannabis over tobacco and alcohol.
Generation Z often gravitates towards cannabis for many reasons. First, they are a generation deeply attuned to holistic wellness and self-care practices, viewing cannabis as a natural option for relaxation and stress relief. Additionally, with growing awareness and acceptance of the medicinal properties of cannabis, Gen Z likes exploring its potential benefits for alleviating physical and mental health issues, such as anxiety and chronic pain. Finally, in a society increasingly focused on personal freedom and expression, cannabis serves as a means of social connection and creativity for many within this generation. The normalization of cannabis within popular culture and its legalization in many regions also play a significant role in shaping Gen Z’s favorable attitude towards the plant, fostering a sense of openness and curiosity rather than stigma.
As Gen Alpha, the generation growing up behind Gen Z, ages into adulthood, we may find that they consume even more cannabis than prior generations. Eventually, it could be more popular than alcohol or tobacco altogether, leading to an overall healthier and more inclusive society.
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