As America continues to inch toward legalizing marijuana, 4/20 — or National Pot Smokers’ day — is getting a higher and higher profile. A recent YouGov survey found that 52% of Americans now support ending the prohibition against weed.
So, what do we know about the mindset of those clamoring for legal weed (and those most likely to partake in 4/20’s traditions)? Which cultural touchpoints shape their worldview, and which public figures do they admire most? Who are the real heroes of the weed movement?
Thanks to YouGov Profiles, our vast dataset of long-tail profile data on over 200,000 Americans, we can now move from speculation to hard science. Analyzing the profiles of over 12,000 individuals who strongly support legalizing marijuana for personal use, we now know that this group disproportionately looks to PBS and Comedy Central as trusted sources of news. Perhaps it’s no surprise, then, that The Daily Show, Jon Stewart, and Stephen Colbert all receive high praise. Proponents of pot also like the left-leaning Mother Jones magazine, and seem to have a thing for the fantasy genre, as demonstrated by their penchent for HBO’s Game of Thrones and Tolkien’s epic novel Fellowship of the Ring.