The National Cannabis Industry Association Released a report today describing the growing popularity of marijuana policy reform and the political benefits candidates in either party could reap by embracing the issue.

NCIA’s “The New Politics of Marijuana: A Winning Opportunity for Either Party,” provides an overview of recent polling data and electoral wins for cannabis reforms in the United States. The report highlights the solid majority support for legalization in nearly every state where polling on this issue has been conducted over the last year.

The industry association’s report also finds that support for cannabis reform crosses nearly all political demographics with a majority of Republicans, Democrats, and independent voters supporting adult-use legalization. Most striking is the support among younger voters for marijuana reforms, citing Pew Research data showing support for legalization among millennials at 70% overall and 63% among Republican millennials.

“The failed experiment of marijuana prohibition is almost over and voters are clearly recognizing the benefits of replacing illegal marijuana markets with well-regulated, responsible businesses,” said Aaron Smith, executive director of the National Cannabis Industry Association. “Policymakers on both sides of the aisle are beginning to wake up to this reality and candidates who fully embrace the issue this election cycle will reap the political benefits for years to come.”