For many operators, investors and ancillary businesses in the cannabis industry, major changes have been just around the corner for years.
The difference for attendees at MJBizCon 2025 was that a significant, potentially game-changing shift just happened and with President Donald Trump still weighing marijuana rescheduling after signing a ban on hemp THC into law, more changes appear likely on the horizon.
But as MJBizCon attendees heard repeatedly in Las Vegas, there are still fundamental rules that successful operators will follow regardless of whether reform arrives sooner or later.
Below are five major takeaways our editorial team heard on the ground that will help define cannabis industry success in 2026 and beyond.
Federal Cannabis Reform Appears Closer Than Ever, but Timing Remains Uncertain
Despite continued partisan divides including a noticeable dip in Republican support for full legalization many cannabis executives now view the Trump administration as the most cannabis-friendly White House to date.
Industry leaders point to several signals: Trump’s endorsement of Florida’s adult-use legalization measure last year, his Truth Social post highlighting the benefits of CBD and his public pledge during the summer to consider downgrading marijuana’s status under federal law.
That shift represents a meaningful evolution from just a few years ago, according to George Archos, CEO of multistate operator Verano Holdings Corp., who spoke during a Wednesday panel discussion at MJBizCon.
Many executives believe that marijuana rescheduling could arrive before the 2026 midterm elections, a move that would dramatically alter tax burdens, capital access and investor sentiment across the industry.
Yet even amid that optimism, few speakers framed reform as guaranteed or imminent. Instead, the consensus was cautious confidence rooted in political momentum rather than firm timelines.
The Most Successful Operators Are Building Businesses That Don’t Rely on Washington
While talk of federal reform dominated hallways and panel discussions, experienced operators were quick to caution against building business plans around White House action.
Riana Durrett, director of the Cannabis Policy Institute at the University of Nevada, Las Vegas, urged operators to prepare for both stasis and disruption during a Thursday panel discussion.
“I might be too skeptical, but I have fallen for convincing predictions that we are on the brink of a major change too many times,” Durrett said.
She warned that cannabis businesses must be resilient enough to survive if the current legal landscape remains largely unchanged for years while also being flexible enough to pivot quickly if rescheduling or other reforms arrive suddenly.
“They need to be prepared for both, and they need to know that models could vastly change,” Durrett said. “The ones prepared to change will be the most successful.”
That mindset reform-aware but reform proof surfaced repeatedly across MJBizCon programming.
Understanding Who Is Buying Cannabis, and Why, Is Now a Competitive Advantage
Speakers emphasized that one of the most common and costly mistakes retailers make is treating cannabis consumers as a single, homogenous group.
“It is a mistake to paint anyone who buys cannabis with the same brush,” said Kris Walker, president and chief commercial officer of Chicago-based data provider Hoodie Analytics.
Consumer preferences increasingly diverge by age, geography and motivation whether that motivation is wellness, convenience, recreation or price sensitivity.
Pre-rolls, for example, continue to be the fastest-growing product category not because they are cheap, but because they are easy and familiar. Older consumers, in particular, favor convenience alongside relief-oriented benefits such as pain management and sleep support.
Meanwhile, Gen Z is emerging as the most price-sensitive demographic while also representing the industry’s most consistent source of new customers.
“Gen Z, in particular, is the one demographic that’s growing in terms of share of sales,” said Cy Scott, co-founder and CEO of Seattle-based analytics firm Headset.
Retailers that tailor product mix, pricing strategies and promotions to these nuanced segments are seeing stronger retention and higher lifetime customer value, panelists said.
Cannabis Marketing Remains Constrained Making Creativity and Data Essential
Outdated advertising laws, social media restrictions and inconsistent platform enforcement continue to limit cannabis marketers’ options. But MJBizCon speakers emphasized that effective marketing is still possible and increasingly essential in crowded markets.
Tiana Woodruff, founder and CEO of Los Angeles-based wellness brand Queen Mary, said successful brands focus resources where they can still generate measurable returns.
That might mean allocating the bulk of a marketing budget toward geotargeted online ads, retail platforms like iHeartJane or highly localized digital campaigns rather than broad social strategies vulnerable to takedowns.
Annie Starr Davis, founder and CEO of Sonoma County-based consultancy Growing Impact, said creativity extends beyond messaging to channel selection itself.
She highlighted tools such as Spotify ads, Leafly content placement and disciplined attribution tracking to understand what actually drives conversions.
“So much of marketing is understanding how a consumer thinks outside your marketing,” Davis said. “The objective is to build first-party data … and measure those touchpoints.”
For many operators, that means running their own consumer research rather than relying solely on third-party insights.
Flower Still Sits at the Core of Cannabis Industry Success
Despite experimentation with beverages, fast-acting edibles and low-dose THC products aimed at mainstream retail, cannabis flower remains the industry’s dominant product.
Speakers acknowledged that future innovation including pharmaceutical-grade cannabinoid formulations — could eventually disrupt the market. But for now, flower continues to rule the retail counter.
That reality underscores the enduring importance of cultivation excellence, regardless of whether a company is vertically integrated or sourcing wholesale.
“Know your people, who you are and your genetics,” said Eden Williams, general manager of Vertical People Dispensary in Cairo, Illinois.
Understanding which strains resonate with specific consumer bases — and ensuring consistent quality at scale — can be the difference between stable growth and persistent losses.
Williams emphasized that expansion introduces complexity, especially when scaling from dozens of lights to hundreds. Environmental controls, genetics management and staff expertise must evolve in tandem.
“Make sure your grower knows how to grow in your environment,” she said.
In an industry defined by uncertainty, MJBizCon 2025 made one thing clear: while federal reform may reshape the playing field, disciplined operators focused on fundamentals will remain best positioned to win.
For more information contact at info@cannabisriskmanager.com
OG source Download Article 
