For cannabis, that twenty-something demographic makes up 40.79% of the market, according to the Cannabis Consumers Coalition 2017 Report on Cannabis Consumer Demographics and Consumption Habits.
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The University of Arkansas, in collaboration with the Manchester Business School in the UK, studied the effects of using celebrities to promote products and the consumer purchasing decisions of those products, and found that consumers between 18-34 years of age are most susceptible to celebrity influence and brand endorsement.