For many operators, investors, and ancillary businesses, major changes have been on the horizon for years. MJBizCon 2025 attendees saw a potential game changing shift—while federal cannabis policy remains uncertain, the industry continues to evolve rapidly.
1. Federal Cannabis Reform Is Approaching
Operators noted that, despite partisan politics, the Trump administration has shown unprecedented support for cannabis, including endorsing adult-use legalization in Florida and posting about CBD benefits on Truth Social. CEO George Archos of Verano Holding Corp said marijuana rescheduling could happen before the 2026 midterms.
2. Don’t Rely on Policy Alone
Savvy operators know not to base plans on outside intervention. Riana Durrett, director of the Cannabis Policy Institute at UNLV, stressed that businesses must anticipate both stability and sudden changes. “The ones prepared to change will be the most successful,” she said.
3. Know Your Customers
Cannabis consumers are diverse. Kris Walker, president of Hoodie Analytics, warned against treating all buyers the same. Pre-rolls are booming among older consumers who prioritize convenience, while Gen Z remains price-conscious but is driving market growth. Cy Scott, CEO of Headset, emphasized that understanding this variety is crucial for retail success.
4. Creative Marketing Is Essential
State and federal restrictions complicate cannabis advertising, requiring inventive strategies. Tiana Woodruff, founder of wellness brand Queen Mary, recommends focusing budgets on geotargeted digital ads. Annie Starr Davis of Growing Impact suggests leveraging Spotify and Leafly campaigns while building first-party consumer data.
5. Flower Remains Central
Despite new product categories like low-dose THC beverages, cannabis flower is still king. Success begins in the cultivation room, and operators must know their strains, genetics, and growing environment. Eden Williams, general manager of Vertical People Dispensary, emphasized understanding both your audience and cultivation operations to scale successfully.
“Know your people, who you are and your genetics,” Williams said.
Prepare for MJBizCon 2026
MJBizCon 2026 will continue to highlight trends, strategies, and networking opportunities for cannabis operators, investors, and retailers. Attend December 1–4 in Las Vegas to gain insights from industry leaders, discover emerging products, and connect with the experts shaping the future of cannabis.
Learn more about MJBizCon 2026 and what to expect here.