Americans Rank Cannabis Behind Math and Country-and Ahead of Guns and Crypto in 'Coolness'

Just 36 percent of U.S. adults say they personally find cannabis "cool," placing it below unexpected cultural touchstones like math, reading and country music-but still above guns, sports betting and cryptocurrency in a fresh public sentiment snapshot. This ranking may influence how hemp-derived CBD/THC brands position themselves amid shifting perceptions.

Disclaimer: This article is for informational purposes only and does not constitute medical or legal advice.

How 'Coolness' Shapes CBD/THC Brand Strategy

The survey reveals that cannabis is perceived as less cool than math (59%), reading books (81%), country music (56%), sourdough bread (59%), tea (65%), science (87%) and outer space (83%), yet more cool than guns, sports betting, and cryptocurrency. This suggests that cannabis brands may need to pivot away from counterculture tropes and instead tap into wellness, education, or nostalgic authenticity to improve brand resonance.

Moreover, respondents tended to overestimate others' coolness ratings of cannabis-they believe others find it cooler than they do themselves. Brands can leverage this misperception by creating peer-validation campaigns or social proof that normalize product use.

Implications for Hemp-Derived Product Positioning

• Emphasize educational or scientific legitimacy-aligning with high-ranking interests like math or science.
• Incorporate cultural nostalgia or storytelling-leaning into the appeal of country music or reading rather than edgy or tech-centric imagery.
• Use social proof and community narratives to close the gap between perceived and actual acceptance.

For shoppers looking to explore hemp wellness, consider browsing our Shop Hemp Wellness Products | Buy Online | Chow420 to find options that reflect this evolving landscape. Featured items include our top gummies like Tillmans Tranquils Euphoria Gummies and Tillmans Tranquils Relax Gummies Mango, which offer approachable formulations grounded in wellness rather than rebellion.

Consumer Behavior: Coolness vs. Actual Usage

Although cannabis ranks low on the coolness scale, usage remains significant-Gallup reports that 15% of U.S. adults say they currently smoke marijuana, with higher rates among younger adults and men. This indicates a disconnect between cultural image and actual behavior, which brands can address by normalizing everyday use and reducing stigma.

Brands might spotlight active, health-oriented consumers-such as those who exercise or use CBD for wellness-rather than leaning into stereotypical or aspirational visuals. For example, our Tillmans Tranquils Sour Apple Gummies blend approachable flavor with balanced cannabinoid ratios-ideal for casual, wellness-minded shoppers.

Where to Explore High-Trust Hemp Products

For transparency and reliability, check out our ChowIndex: Hemp Product Directory and ChowIndex: Brand & Product Rankings-resources that help shoppers find trusted, lab-verified options aligned with their wellness goals.

FAQ

Q

Why does cannabis rank lower in 'coolness' than math or reading?

A

The survey reflects broader cultural values-things like science, education, and wholesome leisure activities resonate more widely than cannabis, which still carries stigma.

Q

How can hemp brands counteract the stigma revealed by this survey?

A

By aligning with trusted domains-wellness, education, nostalgia-and by using social proof to normalize use.

Q

Does the 'coolness' perception affect product categories differently?

A

Yes-products with functional wellness positioning (like relaxation or sleep) may benefit more from aligning with science or reading, while lifestyle products may need to shift away from counterculture messaging.

As public attitudes evolve, brands that lean into legitimacy, wellness, and community will likely bridge the gap between perception and use-making hemp-derived products feel not just acceptable, but genuinely integrated into everyday life.

Looking ahead, expect to see more CBD/THC offerings wrapped in narratives of self-care, education, and normalization-reflecting that cannabis may be seen as cooler when framed in the right context.