December 11, 2019 

 
TO: Interested Parties 
FR: Ben Greenfield, Change Research 
RE: New Mexico voters overwhelmingly support legalization of cannabis  
 
A new poll from Change Research of 1055 likely 2020 voters in New Mexico, conducted November 
26-December 2, shows extremely strong and broad support for marijuana legalization in the state, 
with support outweighing opposition among all races, genders, ages, education levels, and political 
parties. 
 
KEY TAKEAWAYS 
● Nearly 3 in 4 New Mexicans support legalization, and about half strongly support it. 
● Support and opposition are firmly held; only a few percent shifted after messaging. 
● Messaging about job creation and funding for important needs are most effective with 
supporters of legalization; medical use is the most effective message with opponents. 
● The vast majority of Democrats and a slightly smaller majority of independents favor 
legalization, while about half of Republicans support it. 
● Supporters would be most persuaded by medical professionals and patients; opponents 
would be most persuaded by law enforcement officials and religious leaders. 
● Mental health services and public education are the most popular uses for tax revenue; 
law enforcement is also very popular among opponents of legalization. 
● Nearly half of voters, and large majorities of young voters, know someone who would 
want to work in the cannabis industry. 
 
GENERAL OUTLOOK 
● Initially, 73% of voters support legalization. ​A slim majority -- 52% -- strongly support it. 
Opponents also feel strongly: of the 25% who oppose legalization, 18% strongly oppose. 
 
● Support grows only slightly after messaging. ​At the end of the survey, 75% support 
legalization​. A few percent of initial opponents move toward support, while a slightly 
smaller number flip from support to opposition. But support does strengthen -- 57% 
strongly support legalization -- while opposition does not strengthen. 
 

 
© 2019 Change Research    ​info@changeresearch.com​ | changeresearch.com
 ● Just under half would be more likely to support an official who supported legalization. 
About 4 in 5 opponents would be less likely to support an official who supported 
legalization. On the other hand, just over 3 in 5 legalization supporters would be more 
likely to support an official who supported legalization. Supporters of legalization are 
much likelier than opponents to say their vote wouldn’t be affected one way or another. 
 
● Expanding the medical marijuana program is less popular than legalization generally. 
Only 81% of supporters support expanding the program. On the other hand, 13% of 
opponents support it. 
 
● 73% support the sale of marijuana in their own communities. ​Even 13% of legalization 
opponents would support the sale of cannabis in their communities. This is despite the 
fact that only 39% would be very or somewhat likely to purchase cannabis products 
themselves. 
 
● Overall, a slim majority of voters -- 56% -- do not want to allow cities to be able to opt 
out entirely. ​But while only 12% of legalization opponents think cities shouldn’t be able to 
opt out, 30% of supporters think they should. 
 
● Support for home growing is similar to overall support for legalization. ​Roughly 10% are 
not sure whether it should be allowed or not; another 10% cross over from supporting 
legalization generally to opposing home growing, and vice versa. 
 
● Mental health services and public education are the most popular uses of tax revenue. 
55% say they’d be much more likely to support legalization if the revenue were used for 
each of these. Next highest were substance abuse treatment and prevention, and free 
college and job training for students.  
○ Among legalization opponents​, law enforcement and mental health treatment are 
the two most popular uses of tax revenue.  
○ Among supporters​, public education and mental health services are the most 
popular.  
○ Among those whose feelings about legalization grew more favorable after 
messaging​, substance abuse and prevention and mental health services were the 
two most popular, followed by public education 
 
● Just under half of voters know someone who’d want to work in the cannabis industry. 
26% said “a person or business in my community”; 19% said themselves or their partner. 
70% of those under 35 and 63% of those 35-49 said they knew someone who would want 
to work in the industry. And more than 1 in 3 voters under the age of 50 said they or their 
spouse would want to work in the industry. 
 
 

 
© 2019 Change Research    ​info@changeresearch.com​ | changeresearch.com
BREAKDOWNS OF SUPPORTERS/OPPONENTS 
● Partisan identity is one of the best predictors of support. ​90% of Democrats initially 
support legalization, along with 81% of independents, while 49% of Republicans support it. 
Support is slightly higher among self-described conservatives: 51%. And 77% of 
self-described moderates favor legalization. 
 
● Age is also a strong predictor -- with a steep drop-off at age 65. ​In general, the younger 
the voter, the greater their likelihood of supporting legalization. But while 55% of those 
50-64 strongly support it, just 38% of those 65 and older strongly support it.  
 
● Cities all support legalization, but Santa Fe’s support is strongest. ​In Santa Fe, 74% 
strongly support legalization (another 6% somewhat support); 61% of Albuquerque voters 
strongly support (and 17% somewhat), and 54% of Las Cruces voters strongly support 
(24% somewhat). 
 
Change Research surveyed 1055 likely 2020 voters in New Mexico from November 26-December 2. 
The survey was conducted online, using Change Research’s Bias Correct Engine. Post-stratification 
was done on age, gender, race, education, region, and 2016 presidential/2018 gubernatorial vote. 
The margin of error as traditionally calculated is +/-3%. 

 
© 2019 Change Research    ​info@changeresearch.com​ | changeresearch.com