Seven years after its legalization, Canada’s legal cannabis industry is increasingly viewed by the public not just as a regulated product, but as a vital engine for economic growth and innovation. New national polling data, notably from a survey commissioned by Organigram Global Inc. and conducted by Abacus Data, reveals widespread Canadian support for the sector’s expansion and a desire for modernized policies to unlock its full potential.
A Sector Valued for its Economic Contribution
A significant majority of Canadians, approximately 59%, now recognize the legal cannabis sector as an important contributor to the national economy. This sentiment transcends political divides, with strong backing from voters across the political spectrum, including 69% of recent Liberal voters and 58% of Conservative voters. The research indicates that Canadians see tangible benefits, such as job creation, investment opportunities, and potential for export, making the cannabis industry an attractive homegrown sector amidst global economic uncertainties.
Public Demand for Regulatory Evolution
Beyond economic recognition, Canadians are signaling a clear desire for updated cannabis regulations. A substantial 59% of respondents expressed support for modernizing rules to foster economic growth and better meet consumer needs, rather than maintaining strict limitations. This push for change is coupled with optimism about the government facilitating industry expansion and job creation, with 58% of Canadians indicating they are open to or excited about such measures. This public mandate suggests a political opportunity for leaders to embrace the cannabis sector as a driver of prosperity. Furthermore, there is considerable public openness to federal investment in new product categories, such as cannabis beverages, edibles, and wellness items, with a majority of Canadians (57%) supporting such initiatives.
A Pillar of Economic Strength
The economic impact of Canada’s legal cannabis industry is substantial and continues to grow. Between 2018 and 2024, the sector contributed an estimated $76.5 billion to Canada’s gross domestic product (GDP), with over half of this figure stemming from labor income that directly and indirectly supported approximately 98,200 jobs annually. The industry has also generated significant tax revenues, totaling an estimated $29.6 billion for federal and provincial governments during the same period. Total cannabis sales have seen a dramatic increase since legalization, growing from under $1 billion in the first year to $5.8 billion by 2024, primarily driven by the adult-use market. This robust economic performance underscores the sector’s role in national economic diversification and resilience.
Normalization and Mainstream Adoption
Cannabis use in Canada has become increasingly mainstream, moving beyond niche subcultures. Recent data indicates that over a third of Canadian adults (35%) have used cannabis in the past six months, with usage rates even higher among younger demographics. The legal market has also seen considerable success, with a vast majority of consumers now obtaining their cannabis through licensed channels, a significant shift from the illicit market post-legalization. This normalization is further reflected in consumer preferences, where some users now report preferring cannabis over alcohol or viewing the two as equivalent.
Navigating the Future
While public sentiment and economic contributions paint a positive picture, the cannabis industry is not without its challenges. Some legal retailers are facing survival hurdles due to market saturation and competition, highlighting the need for continued support and strategic policy-making. However, the overarching trend, and current news, points towards a Canadian public that is largely supportive of the legal cannabis industry. They see it as a legitimate economic force with the potential to drive future growth, create jobs, and foster innovation. As the industry continues to evolve, the call from Canadians is clear: to treat cannabis not merely as a regulated substance, but as a key domestic industry worthy of strategic government support and investment. The trending narrative in Canadian public opinion is one of pragmatic optimism, viewing the cannabis sector as a valuable asset for the nation’s economic future.
