The Power of Flowers and How to Prepare for Transformation

For many operators, investors and business leaders in the cannabis industry, big changes have been around the corner for years.

The difference for those present at MJBIZCON 2025 was that the important, game-changing changes that have just happened – and with President Donald and Mongald and Mongald still intending to set up marijuana after signing the ban on HEMP thc into law, appear more on the way.

But as the MJBizcon attendees heard in Las Vegas, there are still some basic rules that work for those who are effectively working what is proven.

Here are five takeaways that our planning team feels on the ground will deliver success in 2026 and beyond.

Major Federal Cannabis policy reform is coming

Partisan politics – and the DIP’s importance to the legalization of cannabis among Republicans aside – operators still consider the Trump administration the most cannabis-friendly in history.

As evidence, they point to the President’s alignment of the implementation of the law for adults in Florida last year and his actions since – including posting a video about the benefits of CBD and Social Truth and the Federal Lat.

This is a big step forward from a few years ago, noted George Archos, CEO of Verano Marijuana Holdings Corp., during a Book Panel on Wednesday.

As far as the President has come to bring promises – and, perhaps, even Keener to push more populist measures and Republican control of the Cannabis industry that the regulation of marijuana will come sometime before the election of 2026.

But successful operators will not wait for the intervention of the white house

However, savvy operators know very well the danger of basing the business plan on external intervention.

A successful cannabis outfit will be one that’s prepared for real action — with a system to quickly test when and if conditions change, said Riana Durrett, director of the Cannabis Empowerment Institute at the University of Nevada, Las Vegas, who spoke on Thursday’s panel.

“I may be overestimating, but I’ve seen convincing predictions that we’re on the brink of a major revolution more often than not,” he said.

“I think all operators need to expect that the current environment may remain unchanged for years to come or it may change rapidly.”

“They both need to be prepared, and they need to know that models can change for good and those who are ready to change will be more successful.”

The importance of knowing who is buying marijuana – and why

Marketers make a big mistake if they treat all their customers the same.

“It’s a mistake to paint anyone who buys cannabis with the same brush,” said Kris Walker, president and chief commercial officer of Chicago-based Cannabis Data Hoodie Analytics.

Today’s cannabis consumer is different, with preferences that vary widely across regions. One-size-fits-all assortment and discounts often miss the mark.

Pre-Rolls, for example, are the fastest growing categories – not because they’re cheap but because they offer a simple, easy-to-use format. This practice is especially addressed to older consumers, who prioritize convenience and pain relief and health benefits.

On the contrary, Gen Z is the most knowledgeable demographic. While their needs are varied – to balance well with pleasure – the price is always considered. This group is a key growth driver, with new customers turning up every day.

“Gen Z, in particular, belongs to the growing population in terms of sales share,” said Cy Scott and CEO of Seattle-based Paint Analytics Company Headset.

Marijuana marketing and advertising is difficult but important

With emerging state and federal laws restricting traditional advertising channels and creating major pitfalls for social media, cannabis marketers must find creative ways to achieve high visibility and strong returns.

The key is the ability to adapt and use resources efficiently. That would mean devoting an average of 80% of the budget to efforts like online ads and Iheartjane geotargeting, says Tiana Woodrufge, founder of Los Angeles-based Wrand Queen Mary.

Annie Starr Davis, founder and CEO of the Sonoma County Cannabis Strategy consulting firm, emphasized the need to build — not just on the message but on finding the right platform to broadcast it.

He suggested launching targeted campaigns and powerful platforms such as content marketing pages to measure campaign engagement effectively.

Most operators should also conduct their own consumer research.

“A lot of marketing is about understanding the consumer’s mindset outside of your advertising,” Davis said. “The goal is to create first-party data … and measure those findings.”

Flower power is at the heart of the success of the cannabis industry

The sector has been disrupted by new products such as specialty, pharmaceutical grade formulations with specific cannabinoid concentrations, designed to treat specific conditions. But until then, despite all the interest from the general sale of Thaw-Dose Thc drinks, the cannabis flower is still the most popular product among users and still dominates the sales counter.

The power of cannabis that lives in Stubrn begins the importance of the cultivation room, where many operators – directly integrated or otherwise – can find the origin of their success. But the burden of knowing what is happening under the lights that stretch up and down the temple.

“Know your people, who you are and your genetics,” says Edeniams, general manager of a vertical dispenary in Cairo, Illinois.

That means knowing what problems your target audience has – and knowing where to find seeds or clones and making sure the farming operation is sound. As hard-hitting repeaters can tell you, going from a dozen lights to a hundred or more requires big changes across the board.

“Make sure your friend knows how you grew up in your area,” says Williams.

Darcel Duncan, Margaret Jackson, and Chris Roberts contributed to this report.