Has the potential to be extremely positive for job creation and economic diversification, and for the economy in general

Mario ToneguzziCalgarians seem to have a positive perspective about the legalization of cannabis last month and its impact on the provincial economy, according to survey results released on Tuesday by Insights Matter and Cannabiz Social.

An online survey of 432 adult Calgarians found that the local cannabis market has been driven by the 18-to-34-year-old demographic.

“We learned that Calgarians are positive about the impact of cannabis legalization when it comes to the Alberta economy. They believe that this has the potential to be extremely positive for job creation and economic diversification, and for the economy in general,” said Derek Blair, president of Insights Matter. “We also learned that Calgarians are highly concerned about the impact that cannabis use could have on road safety and the related well-being of Albertans.

“What is clear is that cannabis sales have not met their potential to date. A high percentage of Calgarians reported that they tried to visit an online or physical store but experienced challenges that prevented them from doing so.”

The research said that about 39,000 Calgarians purchased cannabis in-store and an additional 28,000 purchased cannabis online in the first few days of legalization.

“Cannabis retailers preparing to enter the market in Alberta should consider designing their stores in a way that allows them to feature Alberta grown cannabis and they should lock up supply agreement for locally grown cannabis,” said Peter Pilarski, president of Cannabiz Social. “There is a real marketing play here for those building cannabis businesses within the province.”

The survey also found:

  • the percentage of Calgarians aged 55 plus who reportedly purchased cannabis online from AGLC was zero;
  • 61 per cent of Calgarians believe that cannabis legalization will have a positive impact on the Alberta economy;
  • 49 per cent of Calgarians believe that cannabis legalization will have a positive impact on economic diversification in Alberta;
  • 72 per cent of Calgarians believe that cannabis legalization will have a negative impact on road safety in Alberta.

Mario Toneguzzi is a veteran Calgary-based journalist who worked for 35 years for the Calgary Herald, including 12 years as a senior business writer.


cannabis legalization

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