On Sunday afternoons at Queens of Cannabis, a pretty, new fuchsia and white dispensary in Toronto, a dozen or so women in their mid-30s to 60s gather for High Tea.They choose from locally farmed, organic fair trade tinctures — green tea, ginger, ginseng — and snack on homemade lemon drop and peanut butter cookies, all vegan, gluten-free, non-GMO and infused with weed.That’s around 13 million females, the vast majority of whom are over the age of 26 and have some college education or a degree.

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But the savvy ones, like Queens, understand that appealing to 30-plus women is the surest path to legitimizing the business and normalizing cannabis within the broader culture.

Health Canada’s most recent numbers on women and weed date back to 2013, when 7 percent (around one million females) admitted to smoking in the past year — though that number is likely low, given many women don’t confess. S., where cannabis use has doubled among adults in the last decade — and even quadrupled in segments of the boomer population — offers more detailed data: A 2015 National Survey on Drug Use and Health found that 40 percent of cannabis users are women.

They’re the ones who care if their cannabis is fair trade and organic.” “Guys just want to know what will get them messed up,” adds Cyalume.

They’re also more aesthetically appreciative, according to Alan Gertner, a former Google strategist who launched what he hopes will become an international cannabis-based lifestyle brand called Tokyo Smoke.

Women like the ones at High Tea have had few cultural touch points; plus, Cyalume tells me, “they’re afraid they’ll be seen as bad moms or that child services will get involved, and we want them to know this is a welcoming place for them.” Zurborg chimes in, “There’s still a lot of stigma for women.” asked 1,000 people in the U. which substance they think is worse for a person’s overall health — tobacco, alcohol, sugar or pot — and most respondents chose alcohol, tobacco and even sugar ahead of marijuana.

And a 2015 Forum Research survey found that 59 percent of Canadians support legalization.

They don’t want to damage their lungs, reek like a high school hotbox or face their kids’ teachers, let alone their bosses, with red eyes.

“Women tend to look for the cleanest mode of extraction,” says Zurborg, “so they prefer vape pens, edibles [cookies, lollipops, etc.] and topical creams [infused lotions that can help soothe joint pain].

Stoner movies star bro-friends, like the Trailer Park Boys, Cheech and Chong, and Harold and Kumar jonesing for White Castle.