For years, cannabis operators, investors and ancillary businesses have operated under the expectation that major federal reform was “just around the corner.” At MJBizCon 2025 in Las Vegas, that familiar anticipation finally felt different. A seismic shift had already occurred, and with President Donald Trump now weighing federal marijuana rescheduling after signing a ban on hemp-derived THC, many attendees sensed even bigger changes on the horizon.
Still, the message from the conference’s most seasoned speakers was clear: Politics may shape the landscape, but fundamentals will determine who wins in 2026 and beyond.
Despite a recent dip in GOP support for legalization, many executives described the Trump administration as the most cannabis-friendly in U.S. history. They cited the president’s vocal backing of Florida’s adult-use legalization measure last year, his Truth Social posts praising CBD, and his summertime pledge to consider downgrading cannabis under federal law. Those moves, they argued, signal momentum not seen in prior administrations.
“This is a major step forward from just a few years ago,” said George Archos, CEO of Verano Holdings. Across the C-suites in attendance, there was widespread belief that Trump may act on cannabis rescheduling ahead of the 2026 midterms—an election-year gesture with broad populist appeal.
But industry leaders warned that smart operators will not shape their business strategies around Washington’s timetable. Riana Durrett, director of the Cannabis Policy Institute at the University of Nevada, Las Vegas, told attendees that she has “fallen for convincing predictions” of imminent federal change too many times. Operators, she said, must build plans that work under the current patchwork of state laws while remaining nimble enough to pivot when new opportunities emerge. “They need to be prepared for both,” she added.
Understanding today’s consumers is also crucial. Data firms at the conference highlighted that the modern cannabis shopper is diverse and highly segmented. Older consumers are driving growth in pre-rolls—not because they’re inexpensive, but because they’re convenient and aligned with wellness-focused use. Meanwhile, Gen Z, now aging into the market daily, remains price-conscious yet increasingly influential.
Marketing to these groups remains challenging under restrictive advertising rules, pushing brands toward digital innovation. Executives discussed heavy investment in tools like geotargeted online ads, targeted audio campaigns, and first-party data collection to understand consumer behavior more deeply.
And although low-dose THC beverages and precision-formulated products are gaining attention, speakers noted that traditional flower still dominates sales. That reality reinforces the importance of cultivation—both in understanding what genetics resonate with consumers and ensuring that grow operations can scale without sacrificing quality.
“Know your people, who you are and your genetics,” said Eden Williams of Vertical People Dispensary. In a moment of significant policy momentum, MJBizCon’s core message was that sustainable success will still come from mastering the basics—even as the federal winds finally begin to shift.
Read the whole article from MJBizDaily here.
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