A first-ever study that aims to deepen the understanding of the complex relationship between Hispanic communities and cannabis was recently published by the National Hispanic Cannabis Council, a nonprofit focusing on empowering Hispanics in the cannabis industry.
The 2023 U.S. Hispanic Cannabis Awareness & Perception Study, published September 19, 2023, was conducted by the nonprofit and Q & A Research Inc., to provide insight on the usage, taboos, buying power and general attitudes on cannabis and legalization among members of Hispanic communities.
According to the study, 40% of those surveyed use cannabis at least twice a month, suggesting that there could be an estimated 2.5 million regular cannabis consumers spending an estimated $2.5 billion on cannabis among Hispanic communities across the U.S. The study surveyed Hispanic community members across a wide spectrum representing different age groups, incomes and genders, well as varying levels of education and acculturation.
“U.S. Hispanics are supporting cannabis reform in record numbers,” NHCC president and attorney Brian Vicente said in a press release. “While stigma remains, this breakthrough study demonstrates record support among this important — and growing — population of Americans.”
Those surveyed in the study placed an emphasis on supporting Latino-owned cannabis business by buying their products and or services at a higher rate than other previously published reports.
The nonprofit hopes the study can be used as a benchmark to help cannabis industry professionals and elected political officials measure the changing attitudes and perceptions surrounding cannabis within Hispanic communities.
“As NHCC aims to become an educational leader in the Hispanic community on the health and wellness benefits of cannabis, the research study validated that while most Latinos agree their friends support their views on the cannabis industry, many still agree there is a stigma/taboo around cannabis in the community — from cultural taboos to user dynamics and spending habits and opinions on cannabis prohibition,” NHCC executive director Antonio Valdez said in a press release.