New research by a national marketing strategy firm has turned up some surprising findings about Gen X and Millennial cannabis consumers.

NYU study seeks to understand the prevalence of use in older adults.

NYU study seeks to understand the prevalence of use in older adults.

Most Americans believe marijuana use should be legal, according to a new survey.

Most Americans believe marijuana use should be legal, according to a new survey.

DENVER — Nearly 60 million Americans may wake up Nov. 9 to find voters in their states have abolished long-standing marijuana prohibitions, a three-fold expansion for legal cannabis across the country.

DENVER — Nearly 60 million Americans may wake up Nov. 9 to find voters in their states have abolished long-standing marijuana prohibitions, a three-fold expansion for legal cannabis across the country.

Taken together, this year's marijuana surveys suggest that Americans have grown even more bullish on the prospect of legal weed than they were in 2014.

Taken together, this year's marijuana surveys suggest that Americans have grown even more bullish on the prospect of legal weed than they were in 2014.

Despite support for legalization, many 20- to 36-year-olds still worry about 'going public' regarding use.

Despite support for legalization, many 20- to 36-year-olds still worry about 'going public' regarding use.

Marijuana has quickly turned into a non-partisan issue. Young Republicans are definitely mostly sold. According to a 2015 Pew Research survey, 63% of Republican millennials believe marijuana should be legalized. But even older conservatives are getting on board.

Marijuana has quickly turned into a non-partisan issue. Young Republicans are definitely mostly sold. According to a 2015 Pew Research survey, 63% of Republican millennials believe marijuana should be legalized. But even older conservatives are getting on board.

SAN FRANCISCO — To the red-and-blue map of American politics, it may be time to add green. The movement to legalize marijuana, the country’s most popular illicit drug, will take a giant leap on Election Day if California and four other states vote to allow recreational cannabis, as polls suggest they may.

SAN FRANCISCO — To the red-and-blue map of American politics, it may be time to add green. The movement to legalize marijuana, the country’s most popular illicit drug, will take a giant leap on Election Day if California and four other states vote to allow recreational cannabis, as polls suggest they may.

Comedian and TV personality Whoopi Goldberg announced in March she was teaming up with California edibles producer Maya Elisabeth to tackle a new medical cannabis demographic:women who suffer from menstrual cramps.

And it's not just middle-aged folks who are indulging more often.

And it's not just middle-aged folks who are indulging more often.

Two years ago, Florida voters just barely missed a 60 percent threshold to legalize medical marijuana in the state. That won't happen this November — at least not if a new poll on the measure from the University of North Florida is even close to accurate.

BOSTON (AP) -- Having proven they can win in the West, advocates for recreational marijuana hope the Nov. 8 election brings their first significant electoral victories in the densely populated Northeast, where voters in Massachusetts and Maine will consider making pot legal for all adults.

BOSTON (AP) -- Having proven they can win in the West, advocates for recreational marijuana hope the Nov. 8 election brings their first significant electoral victories in the densely populated Northeast, where voters in Massachusetts and Maine will consider making pot legal for all adults.

Public support for marijuana legalization surged in 2016, according to data just released from the General Social Survey.

Public support for marijuana legalization surged in 2016, according to data just released from the General Social Survey.

Reefer madness appears to be fading into oblivion -- at least when it comes to popular attitudes. The law lags behind.

Reefer madness appears to be fading into oblivion -- at least when it comes to popular attitudes. The law lags behind.

The share of Americans who favor legalizing the use of marijuana continues to increase. Today, 57% of U.S. adults say the use of marijuana should be made legal, while 37% say it should be illegal.

The share of Americans who favor legalizing the use of marijuana continues to increase. Today, 57% of U.S. adults say the use of marijuana should be made legal, while 37% say it should be illegal.

The stereotype of the cannabis consumer is a young guy with long hair and for extra points a tie-dye shirt. The reality is that a majority of cannabis consumers are professionals and steady customers for the dispensaries.

While most eyes have been set on the presidential race during the 2016 election, Arizona, Maine, Massachusetts, Nevada and California all held a vote to legalize recreational marijuana, a decision that could potentially shift the nation on a cultural and economic level.

While most eyes have been set on the presidential race during the 2016 election, Arizona, Maine, Massachusetts, Nevada and California all held a vote to legalize recreational marijuana, a decision that could potentially shift the nation on a cultural and economic level.

A new set of stats about cannabis use in the U.S. is painting an interesting picture of what today’s marijuana scene looks like.

A new set of stats about cannabis use in the U.S. is painting an interesting picture of what today’s marijuana scene looks like.

Nearly 20 percent of states will make a decision about marijuana policy on Election Day.

Nearly 20 percent of states will make a decision about marijuana policy on Election Day.

The Green Party’s candidate for US president will be on the ballot in 45 states today; green will be on the ballot in nine.

The Green Party’s candidate for US president will be on the ballot in 45 states today; green will be on the ballot in nine.

The second Tuesday in November will bring about more than just a blessed end to the grim presidential race. It might also be the day that five more states will legalize recreational marijuana.

The second Tuesday in November will bring about more than just a blessed end to the grim presidential race. It might also be the day that five more states will legalize recreational marijuana.

The votes were counted, the oath was taken and Donald Trump became the 45th president of the United States Friday. However, a new president isn’t the only thing Americans received as a result of the 2016 election — a slew of citizens got sweet changes to marijuana laws after nine states legalized cannabis in some capacity.

The votes were counted, the oath was taken and Donald Trump became the 45th president of the United States Friday. However, a new president isn’t the only thing Americans received as a result of the 2016 election — a slew of citizens got sweet changes to marijuana laws after nine states legalized cannabis in some capacity.

As many as 60 percent of American adults are in favor of marijuana legalization, according to new polls. Why are things changing so quickly for the pro-marijuana movement?

As many as 60 percent of American adults are in favor of marijuana legalization, according to new polls. Why are things changing so quickly for the pro-marijuana movement?

Older Americans are among the fastest growing groups of pot users, according to recent research and drug surveys.

We sat down with Women Grow CEO Heise to learn more about the organization and her plans for 2017.