Social media can be a lot more telling than we suspect. It turns out that when we’re sharing the ups and downs of our days, our self-care routines, and our wellness tips, we might just be participating in a study about cultural shifts!
Thanks to legalization in places like California, Colorado, Washington, Oregon, Nevada, and Canada, the cannabis industry now has access to data it never did before. Trends can be identified and studied, and they can sometimes be surprising.
A new study by Brightfield Group pulled data on some emerging demographics by monitored social media and found some interesting information about two specific groups: microdosing mamas and divorced dads.
Microdosing: Mother’s Little Helper
For the purposes of this study, “microdosing mamas” are mothers with children at home who regularly use doses of less than 100mg of cannabis. Nearly half of these mothers are between the ages of 21 and 35, while the remainder is almost evenly split between mothers between the ages of 36-45 and 46-79.
Microdosing has been no secret within the “canna moms” community. Oov Lifestyle has been speaking about microdosing since one of our first posts, written by our founder, Ozzie Ozkay-Villa. Ozzie opened up about her regular practice of microdosing:
Micro-dosing (a method in which you can ingest very small amounts of THC) helps me feel light, rested, and patient. I would not call this state a “high,” but rather a period of focus and clarity. When I’m in this state of mind and I’m with my children, I have razor sharp focus on them. Their laughs turn into music, their smiles turn into beautiful works of art, and their curiosity turns into a raging fire that I can’t ignore. I don’t care if the toys are on the floor or if the beds are not made. I start to remember that this time is short and even start to get sad about it being short! These reminders are GOOD.
Through the Brightfield Group study, we have a window into understanding the porous distinction between recreational and medical cannabis users. 19.37% of the mothers studied are former recreational users who have returned to cannabis as medical users, while 7.31% are trying cannabis again for recreational purposes. Under 10% of users included in this study are new users.
The most common medical uses for cannabis among microdosing mamas are anxiety (61.46%), depression (43.87%), and chronic pain (39.33%). Most are self-medicating while relaxing at home, completing home duties, outdoor activities, before or after a workout, with friends at home, or during a meal.
In a segment of The Doctors Ozkay-Villa shared her insight that “microdosing is much more common than people think. I work from home… after I have microdosed, I feel more creative. I’m just a generally more happy person.” In a follow-up video, Ozzie reminded us that “just because you’ve consumed cannabis does not mean that you are high!”
Papa Needs A Helper, Too
While their use isn’t as common as microdosing mamas, Brightfield Group pegs 41% of divorced dads as daily cannabis users. 33.3% use cannabis 2-4 days per week, and 33% use it on and off. Half of the fathers studied were between the ages of 46-55, while 15.69% are between the ages of 36-40.
About 5% of divorced dads are new users, while 22% are returning users. Most are using cannabis to relax at home or while performing house duties. Roughly half also use it while engaged in outdoor activities.
While mothers predominantly use cannabis for anxiety, only 37.25% of divorced dads do so. 43.14% of dads are using cannabis for chronic pain, and another 21.57% are looking for relief from depression.
Unlike the mothers, who are more likely to use confident and joyful language to describe their lives and their cannabis use on social media, divorced dads tend to display insecurity and anger when describing their experiences.
How is this Data Useful?
Data like this is useful because it helps policymakers, economists, and the cannabis industry gain a thorough, microscopic snapshot of the lives and habits of cannabis users.
This data helps inform public opinion on how cannabis is used and by whom, helping to bring an end to stigma and encouraging more liberal policies surrounding legalization around the world.
Anne-Marie is a freelance cannabis writer and educator dedicated to cultivating and disseminating important knowledge about cannabis as legalization spreads across the globe. After earning her BA and Masters, she followed an exciting career in the research and education field, finding innovative ways to create collaborations between community needs and research and academic pursuits.
Based in Canada, she is a full time writer for the world’s best cannabis companies, advocates and organizations.