How cannabis has changed since the ’60s
Published: May 7, 2019 · Updated: August 28, 2020
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The times, they are a-changin’.
When Bob Dylan first mumbled that iconic lyric in 1964, he had yet to go electric, Woodstock was still five years away, and LIFE magazine was about to declare marijuana a symbol of the revolution.
And though for some it took a lifetime, that revolution has finally happened. After five decades and countless attempts at legalization, cannabis prohibition in Canada is finally over.
But if you haven’t experienced cannabis since Dylan became the “spokesman of a generation” and you’re thinking of dipping your toes during your next weekend at the lake, you should be aware that a lot more than the laws are different. Here are the most profound ways the times have truly changed.
Legalization doesn’t mean “fewer laws”
When cannabis first became illegal in Canada in 1923, most Canadians had never heard of it. In fact, the first time Canadian police had to seize cannabis was more than a decade later, in 1937. But that all changed during the counterculture movement of the 1960s, when educated young people of higher means began to embrace marijuana, along with clothing, music and a lifestyle that their conservative parents didn’t understand. The Canadian government responded to the new awareness with stricter laws, including six months imprisonment and a $1,000 fine for small amounts of the suddenly popular plant.
From there, convictions increased drastically throughout the ’60s, from 20 cases in 1962 to 2,300 in 1968. By 1972, Canadian courts saw 12,000 cannabis-related convictions.
The fight for legalization began in large part after cannabis use spiked in the ’60s, but most of the cries for decriminalization quickly burnt out. But during the 2015 election, citing concerns over the illegal market, Justin Trudeau proposed Canada-wide legalization that would go beyond the medical cannabis market. Legal cannabis consumption arrived in 2018, and with it came a new set of laws. Possession limits were set (30 grams of dried flower or an equivalent non-dried form, like oil), impaired driving laws had to be reassessed, and penalties for providing cannabis to anyone below the age of 18 had to be strictly enforced.
But those were just the basics. Canadian lawmakers also had to consider public consumption, advertising regulations, domestic and international travel, and countless other fine-print issues surrounding legalization. While you can no longer be arrested for smoking or possessing limited amounts of cannabis in Canada, you can still be fined or fired depending on bylaws and company policies.
A new consumer experience
Walk into any government-run or private retail cannabis store today, and you can expect to leave with a quality product that’s void of stems, seeds and any other non-smokable part of the plant. That wasn’t so for most cannabis users in the ’60s, when “knowing a guy who knows a guy” was the black-market entry point, and people who partook would often purchase whatever was available.
The halfway point between the old way of purchasing cannabis and the new legal way was the emergence of black-market shops that began popping up in bigger cities not long after Trudeau declared his intent to legalize. These storefronts were illegal, and they were regularly raided by law enforcement.
Now that cannabis is officially legal, how it’s sold differs depending on the province. But with online stores in every province and territory, and storefronts continuing to open across the country, buying cannabis has never been easier. Eventually the novelty will wear off, but for now you can expect a surreal experience the first time you walk out of a store with a product that was illegal just a short time ago.
Meet your “budtender”
For anyone in the ’60s, the prospect of walking into a government-run store and perusing a menu of cannabis products with different attributes and flavour profiles would have sounded like something from the streets of Amsterdam. From deciphering THC and CBD to choosing between Indica and Sativa, today’s cannabis menus offer a lot more than the old way of doing things.
There was once a time when beer was just beer, and the evolution of cannabis has followed suit—in the era of IPAs and craft beers, craft cannabis is quickly catching up. But variety is the spice of life and having options has made cannabis consumption more palatable for everyone. Some cottagers want the munchies; others want to relax on the dock after a hard day of DIY projects. Some want deep, pain-free sleep, while others want to stare at the stars above the glow of the campfire. Because of legalization, it’s possible to customize your experience.
Say goodbye to the stigma
Despite decades of propaganda in Canada—starting in the 1920s when police magistrate Emily Murphy penned a series of anti-cannabis articles for Maclean’s magazine—we now know that cannabis won’t turn you into a crazed killer, and that it won’t perma-fry your brain. But the stigma was much stronger in the ’60s. Fictional characters like Maynard G. Krebs, the lazy “beatnik” on CBS sitcom The Many Loves of Dobie Gillis (1959-63), helped to solidify the image of cannabis users as deadbeat layabouts, and insults like “pothead,” “burnout,” and “dirty hippy” entered popular culture.
Yes, burnouts still exist, but for every negative stereotype, there’s a successful CEO. From Bill Gates and Steve Jobs to Richard Branson, there are a number of successful, passionate, and inspiring leaders who’ve supported legalization.
The neighbours won’t mind
According to StatsCan, there was an unsurprising surge of cannabis use in the second half of the 1960s, with more than 45 percent of Canadians aged 18 to 24 trying it. Experimentation for that age group declined in the ’70s and remained fairly level, despite another dip during the ’90s. By 2012, approximately 3.4 million Canadians admitted to having used cannabis in the past year, meaning the stigma may have always been overblown.
Still, people who used cannabis outside of the medical framework before legalization often felt the need to hide it. Even in the relative isolation of cottage country, cannabis could carry a potent aroma, wafting across the lake and making quiet consumption a challenge for anyone with nosey cottage neighbours. But with legalization comes the end of the taboo, so enjoying cannabis on the dock won’t produce the feeling that someone is watching you. It’s a luxury we never knew we needed, but it’s made an already relaxing act even more so.
The future is edible
The next phase of legalization is set to include edibles, which can mean everything from THC-infused gummies to cannabis-infused sugars. Edibles have more precise cannabis doses, like oils, making it easier to know what you’re getting into—which is helpful, because the experience of edibles can be quite powerful. Exact-dose edibles can also help you understand how to use cannabis for the desired benefits, whether you want to treat pain or simply unwind at the lake.
Here are the most profound ways the times have truly changed.
Was Marijuana Really Less Potent in the 1960s?
How incomplete government data encourages a pervasive pot myth
One of the strongest known strains of marijuana in the world is called Bruce Banner #3, a reference to the comic-book scientist whose alter ego is the Hulk. This is probably an appropriate nickname. With a THC concentration of 28 percent—THC is one of the key chemicals in marijuana—Bruce Banner #3 packs a punch. It’s something like five times as potent as what federal researchers consider to be the norm, according to a 2010 Journal of Forensic Sciences paper. High Times marveled in a review: “Who knows what you’ll turn into after getting down with Bruce?”
As marijuana goes increasingly mainstream—and, crucially, develops into big (and legal) business—more super-potent novelty strains are likely to crop up. Bruce Banner #3 is the marijuana industry’s answer to The End of History, an ultra-strong Belgian-style ale that the Scottish beer-maker Brewdog made in a specialty batch—which was then served in bottles inside taxidermied squirrels—in 2010. Its alcohol by volume was 55 percent. That’s way, way stronger than most beers. “It’s the end of beer, no other beer we don’t think will be able to get that high,” James Watt, one of the founders of Brewdog, told me when I visited the Brewdog headquarters in Scotland in 2010.
Yet three years later, another Scottish brewery had whipped up a batch of barley wine called Snake Venom that boasted higher than 67 percent alcohol by volume.
This is human nature. Or maybe it’s just capitalism. One person makes a superlative product, which prompts the next person to best them. Given the opportunity to try something extreme—the biggest, the strongest, the best, the craziest—plenty of people will go for it. But most people don’t pick Snake Venom as their typical pint. And Bruce Banner #3 probably is not representative of the average joint.
For years, people have talked about increasing marijuana potency. The idea that pot is getting stronger—much stronger than the stuff that got passed around at Woodstock, for instance—is treated like conventional wisdom these days. Maybe it shouldn’t be.
“It’s fair to be skeptical,” said Michael Kahn, the president of Massachusetts Cannabis Research, a marijuana testing and research lab in New England. “Back then the predominant method for quantitation was gas chromatography, which is not quite appropriate for cannabinoid quantitation. This is because [it] heats up the test material before analysis, which also alters the chemical profile—including breaking down the THC molecule.”
Kahn’s lab uses a technique called liquid chromatography instead. Another potency tester, Denver-based CannLabs, uses a similar method. “Depending on what the sample is—flower, hash oil, hundreds of edibles ranging from ice cream to pasta sauce to seeds—you use different solvents to do the extraction,” said Gennifer Murray, the CEO of CannLabs. “You mix it with a special solvent, basically shake it around, centrifuge it, and then it goes onto the instrument. That’s the liquid chromatograph.”
The federal government has been testing marijuana potency for more than 40 years, and has long acknowledged the limitations to its methodologies. Along with some of the issues with gas chromatography—which it was still using at least as recently as 2008—the National Institute on Drug Abuse potency testing has always depended on what researchers have been able to get their hands on. Since 1972, tens of thousands of test samples for the Potency Monitoring Program have come from law enforcement seizures, which have varied dramatically in scope and type. A drop in THC concentration in the early 1980s, for instance, was attributed to the fact that most of the marijuana researchers analyzed came from weaker domestic crops.
In National Institute on Drug Abuse studies over the past several decades, the age of samples has varied from a few weeks old to a few years old—and researchers made no attempt to compensate for the loss of THC during prolonged storage, according to a 1984 paper. They also get different results when taking into account how the potency of a particularly large seizure could skew the overall sample. For example, measured one way, researchers found what looked like a continuous and significant increase in potency in the late 1970s. But normalizing those findings showed there was “an increase up to 1977 with slight decline in 1978 and a significant decline in 1979,” according to a 1984 paper in the Journal of Forensic Science.
More recently, researchers found a THC concentration that “gradually increase[d]” from 1993 to 2008, according to a 2010 paper in the Journal of Forensic Sciences. And despite testing limitations, researchers have always maintained potency is likely trending upward. But they’ve also always been upfront about the limitations to their findings: “The change in cannabis potency over the past 40 years has been the subject of much debate and controversy. The [Potency Monitoring] program has strived to answer this cannabis potency question, while realizing that the data collected in this and other programs have some scientific and statistical shortcomings.”
Ultimately, researchers have found a “large variation within categories and over time,” they wrote. That’s in part because sample sizes have fluctuated. (In the 1970s, researchers assessed anywhere from three to 18 seizures a year. In 2000, they analyzed more than 1,000 seizures.)
In other words, it’s difficult if not impossible to classify average potency in a way that can be tracked meaningfully over time. So while there’s almost certainly more super-strong pot available today—if only by the fact that it’s now legal to buy in multiple states—it doesn’t mean that all marijuana is ultra-potent today, which is how the narrative about potency is often framed. There’s also a point at which most strains can’t get much stronger. “Anyone getting a reading over 25, it’s really hard to do,” said Murray of CannLabs. “And then it doesn’t necessarily mean you’re going to quote-unquote get higher. There’s a lot of things that go into the plant—over 500 constituents of the plant that play into this.”
Federal researchers, too, have characterized marijuana strains with THC concentrations above around 15 percent as unusual. “The question over the increase in potency of cannabis is complex and has evoked many opinions,” researchers at the University of Mississippi wrote in a National Institute on Drug Abuse analysis of marijuana potency between 1993 and 2008. “It is however clear that cannabis has changed during the past four decades. It is now possible to mass produce plants with potencies inconceivable when concerted monitoring efforts started 40 years ago.”
Even without knowing reliably what potency was like in the 1960s and 1970s, it’s reasonable to guess it will increase, says Kahn, of Massachusetts Cannabis Research. “I think the mega-potent strains may soon represent the norm, if not already—the market selects for potency.” But with customers clamoring for the strong stuff, there’s also a question of whether manufacturers are labeling accurately. A Denver Post investigation last year found wide discrepancies between labeling and THC content—in many cases, products advertised a much higher percentage of THC than an edible product actually contained.
Either way, a shift toward high potency has arguably more to do with contemporary market forces than with a younger generation of marijuana enthusiasts. “The Baby Boomers have been growing for 40 years,” Murray said. “And now they can grow without being worried about the police.”
How incomplete government data encourages a pervasive pot myth