Cannabis Industry News

Public relations plays an outsized role in cannabis marketing — but impressions alone don’t prove value. This feature breaks down how to measure PR ROI, connect earned media to revenue and market share, and build attribution systems executives and CFOs actually trust.

First-time cannabis customers often enter dispensaries feeling overwhelmed, intimidated, and unsure they belong. As the industry matures, experience — not price or product innovation — will define which retailers earn trust and loyalty. From education and store design to leadership and staff training, this column explores why fixing the customer journey is no longer optional for sustainable growth.

What cannabis rescheduling to Schedule III really means, how the process works, and why it matters for businesses and patients.

Rescheduling marijuana from Schedule I to Schedule III would not legalize cannabis — but it could fundamentally alter how the federal government treats the plant. From tax policy and medical research to regulatory oversight, here’s what cannabis rescheduling actually means, how the process works, and why it matters to businesses, patients, and policymakers.

President Donald Trump signed an executive order directing the Attorney General to expedite the rescheduling of marijuana from Schedule I to Schedule III — a move that could eliminate 280E taxation for cannabis businesses but still requires formal DEA rulemaking. While the White House framed the order as “common sense,” opposition from congressional Republicans and unresolved administrative hearings leave the timeline uncertain.

As operators finalize their 2026 plans, fresh data shows cannabis consumers are changing in ways that directly impact marketing, product development, and retail strategy. From the rise of wellness and discreet formats to the growing demand for personalization, digital-first shopping, and founder-led authenticity, here’s what today’s consumers expect and how brands can adjust for the industry’s next era.

As the cannabis industry matures, PR and marketing demand greater discipline, credibility, and accountability. We asked a group of respected agencies to share what operators need to know about earned media, attribution, trust-building, and sustainable growth and how to make smarter decisions in a regulated market.

Solventless concentrates are in high demand, but scaling these chemical-free extraction methods takes precision. From fresh-frozen material prep to automated hash washing and rosin pressing, this guide explores how cultivators and processors can optimize for higher yields, repeatability, and product quality.

In an exclusive interview, cultivation icon, philanthropist, and mentor Michael "BigMike" Straumietis talks about his companies' global drive to advance cannabis genetics and transform cultivation, reshape industry standards, and prepare growers for the most innovative era in modern cannabis.

Most cannabis operators rely on incomplete or inaccurate data when calculating COGS, and the fallout is brutal. Hidden labor, compliance fees, packaging, taxes, and channel costs quietly erode margins long before pricing decisions are made. In this foundational guide, Azam Khan explains the most common COGS mistakes, the traps that sabotage pricing strategy, and how operators can rebuild their data, rethink margins, and price every SKU for true profitability.