Canadians of colour are somewhat more drawn to cannabis consumption than the general population, according to a giant consumer survey.
People of colour are more likely to have used cannabis in the past three months, more likely to believe it’s less harmful than alcohol and more likely to find cannabis marketing “trendy and innovative,” suggests a study of 5,000 adult Canadians by Vivintel. It does market research for businesses, including marijuana retailers.
“The white population actually under-indexes,” said the Vivintel research director, Rahul Sethi, explaining white Canadians tend to be moderately more skeptical than people of colour about the legalization of cannabis and the soft drug’s effects on health.
Two in 10 Canadians surveyed this winter by Vivintel said they had consumed cannabis in the past three months, almost two…