Cannabis Reform Measures Are Encouraging Older Adults, Women and Other Historically Hesitant Groups to Try Marijuana

Cannabis reform initiatives, including the expansion of state-level adult-use marijuana legalization, are prompting more American adults particularly those who have traditionally avoided cannabis—to try the drug, according to newly published research.

A study released in the American Journal of Preventive Medicine found that legalization is associated with increased cannabis use among adults who are “older, female, white, or college educated.” These demographics represent some of the most sought-after consumer segments for the legal marijuana industry, which generated approximately $32 billion in sales last year.

The findings suggest that changes in cannabis policy are not only reshaping markets but also altering long-standing consumer perceptions of marijuana use.

Legal Cannabis Industry Faces Pricing Pressures Even as Consumer Participation Expands

Despite selling more products than in previous years, many legal cannabis operators are seeing declining dollar-based sales due to falling prices in major markets. California and Michigan—the two largest legal cannabis markets in the United States have both reported downward pricing trends that are compressing margins.

In response, cannabis manufacturers are increasingly developing new product formats, including THC-infused beverages and “functional THC” offerings. These products are often designed to appeal to consumer groups that research shows are less inclined to use traditional cannabis products, such as older adults, women, and Gen Z consumers.

Industry leaders say product diversification is becoming essential as competition intensifies and consumer expectations evolve.

Study Finds Legalization Has the Greatest Impact on Older, Female, and College-Educated Adults

The research, led by Summer Sherburne Hawkins, a professor at the Boston College School of Social Work, concluded that legal changes are “contributing to rising levels of adult cannabis use by increasing the proportions of adults using cannabis,” according to a news release issued Wednesday.

Hawkins’ team found that adults aged 60 and older, women, white individuals, and those with a college education were the most responsive to legalization. In some of these groups, cannabis use increased by more than one-third following legal reforms.

The findings challenge the notion that cannabis growth is driven primarily by younger users, highlighting the expanding diversity of the legal market’s customer base.

Medical Cannabis Markets Could Benefit as Adult-Use Legalization Expands

The research may be particularly encouraging for medical cannabis operators in states such as Virginia, where adult-use marijuana sales are expected to begin as soon as this fall.

Industry observers believe that older adults who enter the legal market through adult-use channels may eventually transition into medical programs, especially as more wellness-focused and low-dose products become available.

Legal clarity, combined with increased education and product innovation, could further reduce barriers for older consumers who may have previously viewed cannabis as stigmatized or risky.

Federal Cannabis Rescheduling Could Further Accelerate Growth in Legal Cannabis Participation

Beyond state-level reform, some industry leaders believe that federal marijuana rescheduling could dramatically expand participation in the legal cannabis market.

Citing 2019 consumer research conducted by Nielsen, Maridose founder and CEO Richard Shain has predicted that cannabis use could increase five-fold if marijuana is moved to Schedule 3 under the Controlled Substances Act. Maridose has applied to the U.S. Drug Enforcement Administration for a bulk manufacturing license.

According to the Nielsen survey, many adults express interest in cannabis primarily for medical and wellness purposes suggesting that federal illegality, rather than consumer demand, has been the main barrier to broader adoption.

Industry Optimism Tempered by Uncertainty Around Federal Reform Timeline

In a Dec. 18 executive order, President Donald Trump directed the U.S. Department of Justice to finalize the reclassification of cannabis from Schedule 1 to Schedule 3. However, there has been no public indication of progress or clarity around when rescheduling might be completed.

While the timeline remains uncertain, industry stakeholders say that federal reform along with continued state-level legalization could unlock new consumer segments, reduce stigma, and create pathways for cannabis products to enter mainstream wellness and retail channels.

As legal frameworks evolve, research suggests that cannabis is steadily shedding its niche status and becoming a more widely accepted option among demographics once considered unlikely adopters.