The cannabis industry has reached a critical point. Despite most states having some form of legal weed and the majority of Americans supporting federal reform, the plant’s Schedule I status continues to cause regulatory and financial headaches. But the government is currently considering reclassifying marijuana, and a decision may come soon—something that could lead to significant changes in the market.
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With so much uncertainty about the future, many operators find it challenging to be optimistic—and rightfully so. However, GreenState wanted to head into the new year on a high note. We asked the cannabis community how they plan to thrive in 2025; from emphasizing teamwork to putting a new perspective on business, these pot pros put a positive spin on what’s ahead.
Collaboration and community reign
One theme that kept popping up in responses centered on cooperation. Many asserted that the industry is stronger together and hoped to make collaboration part of their plans to thrive in 2025:
“People. Get closer to people. Vendors, customers, ancillary businesses, even competitors, and, maybe especially, the Antis. The more cannabis brings community, the more solid our foundation will be. Go to in-person events. Meet people and network. Become a resource for people. Dustin Powers built the Good Life Gang and Future4200.com on the principle that we all level up together.” – Catherine Sidman, Refined Lab Group
“Collaboration and creating 4x wins: end customers, dispensaries, platforms, and services we collaborate with, and us. Win-win-win-win for everyone.” Steve Riparip, Tact Firm
“If we strive to be good humans first, we can extend a hand, partner, and lift each other up. There’s so much fun and success to be had if we can work together!” – Lisa Farrell Battista, The Flavor Co.
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“Focusing on the positive and rallying together is so powerful. For 2025, my brand, CaliLily, and I are focused on female empowerment and collaboration. I look forward to working with like-minded women (and other humans) to forge new goals, protect old rights, and find new ways forward in the New Year. I just know there will be so much to celebrate in 2025!” – Liz Rodrigo, CaliLily
“2025 is the year of eschewing business as usual in favor of mutual aid and global partnerships among cannabis and psychedelic communities – collaboration over competition.” – Dennis Walker, Mycopreneur
“The word of 2025 is unity. It’s being called for on a national level and on an industry level. And perhaps, if we can achieve this within, we’ll see the long-awaited reform for both. For years, our sector has been at odds. Legacy vs MSOs. Cannabis vs Hemp. Rec vs. Med. In 2025, we are calling on everyone to unite behind Wellness. Whether cannabis helps you socialize, sleep better, enjoy a hike more, soothe that backache, or just makes your life better, we can say that Cannabis is Wellness.” – Livi McKay, MyTEPI
“We’re looking forward to the expanding recognition of cannabis as a wellness product – furthering a primal mission of ours to make consumers’ and patients’ daily lives better! We aim to deepen our relationships within the communities we serve by continuing to focus on education and destigmatization, yielding a more inclusive future for cannabis.” – Steve Reilly, Insa
“Strong partnerships, knowledge in the profession we work in, and teamwork will conquer 2025.” Greg Myers, Myers Security
“(I’ll thrive) through gratitude and personal connections! This space can be tough, but scarcity mindset never helps. TTP (talk to people) and say thank you – you’d be amazed what’s waiting for you on the other side.” – Jessica Reilly, Fat Nugs Magazine
Keeping it local
For some industry pros, the phrase for 2025 is “think globally, act locally.” From the legacy family farmers in the Emerald Triangle to the emerging markets working toward prosperity, these responses are focused on strengthening communities:
“I want to carry forward the success of our 12 Jays of Christmas project and continue to increase consumer awareness and demand for regenerative craft sungrown. So many folks are currently relegated to smoking bad weed, and there is no good reason for that to happen. We are banding together here in the Emerald Triangle to make sure our beautiful, clean flowers are readily available to folks who want and need them, even if they haven’t discovered they need them—YET!
2025 is the year we rise up and stop playing into some ridiculous story about people not caring about where their flower comes from or that there is no difference between craft flower and mass-produced mids. I am subverting this paradigm of a soulless cannabis industry focused on cost-cutting and creating a parallel market for people who care about quality and supporting ethical producers.” – Judi Nelson, Sol Spirit Farm
“In 2025, I’m going to try and save the Emerald Triangle… yes, I know that’s a really arrogant statement, but I’ve come to believe I can at least help. Only a handful of folks that don’t actually live there seem to give a damn these days, and I want to show the world why they SHOULD care….” – Matt Grimshaw, documentarian
“(In 2025, I’ll) take action in California per the 15 percent state cannabis sales tax rising to 19 percent.” – Benedict Lubbon, DescheduleNOW.org
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“The New York market is definitely going to thrive in 2025. The products are getting better, and genetics are getting more dialed in. The market is getting bigger. In 2025, New York is going to really, really start to stabilize and start to become a real contender nationally because we’re starting to see better flower, micro-businesses coming online, more indoor grows coming online, more brands coming online.
In 2025, we will thrive because now we finally have our two stores open after seven years of this journey of building this business and lifestyle company with everything: media, merchandise, and events. Now, we are confident and have a good understanding of how the retail dispensary industry works. We plan on leveling that up and making our stores pillars of the community, beacons of hope, and making sure that we can prove in 2025 that you can have a company with purpose, roles, principles, and values and be profitable. Sometimes, it seems like those two are not able to coexist.” – Vlad Bautista, Happy Munkey
“In order to thrive in 2025, it’s imperative to listen to your customers and monitor previous trends in more mature markets. In a new market like New York, studying sales trends from markets such as California allows a retailer to make smart decisions regarding purchasing and product trends. Also, I strongly believe that a great customer experience begins at the dispensary and continues with impactful marketing to the right audiences.” – Sasha Nutgent, Housing Works Cannabis Co.
“Our company has evolved alongside our home market of Minnesota. Now that we’ve helped set the standard, we’re excited to show others across the country and around the world what’s possible with beverage. I’m excited to expand our industry-leading water soluble tech, lift off analytics and tissue culture, and get back into oil production as the industry continues to boom in Minnesota and beyond.” – John Dugas, Superior Molecular
Thinking outside the box
Cannabis is a brand new industry, emerging from the shadows of the underground. When asked how they’ll thrive in 2025, these professionals said creativity and innovation will drive their success:
“I’ve been tracking and saving what’s working in other sectors and applying it to this sector, adjusting to meet this space. It’s helping me realize how we can elevate the work and results while not losing track of the audience that matters.” – Andrew Ward, AWARD Creative Content
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“In order for cannabis brands to not only survive but thrive in 2025, there are three things they should focus on. First, they’ll need to be innovative—creating excitement and keeping customers engaged with new product offerings. Second, brands will have to get creative with how and where they show up in order to attract a new segment of the market. Last but not least, brands must obsess over the consumer experience, giving customers a reason to remain loyal.” – Karina Santos, Hometown Hero
“In 2025, I plan to thrive by embracing change with intention and weaving self-care through the wisdom of plant medicines, including cannabis and fungi. By honoring these transformative tools, I aim to inspire and help educate others to discover their own self-worth and step into the most authentic, empowered versions of themselves.” – Jamie Croyle, House of Oilworx
Embracing change and putting consumers first
One of the hot topics of conversation in cannabis as of late centers on change. Whether it’s re-scheduling, new technology, or welcoming new consumers to the space, the world of weed looks a lot different than it used to. These responses all focused on the future—and core business practices that’ll help the wheels turn:
“If re- or de-scheduling happens, and Internal Revenue Code Section 280E is no longer applicable to cannabis, we will all be thriving, especially folks in the ancillary space doing marketing, ESG, and numerous other services would become tax write-offs. More sustainable packaging options could become a write-off, and the entire planet would benefit.
In the spirit of collaboration and gratitude, I can’t think of anything that could help this industry thrive in a more holistic way than an end to Internal Revenue Code Section 280E. It would be the embodiment of a rising tide lifting all boats and would support every business in all sectors, no matter how big or small.” – Mitchell Colbert, writer
“In 2025, I’m embracing a real sense of renewal in the air that feels palpable – both in how we approach our work at CannMenus and in how I view the entire cannabis landscape. With AI tools shaking up our approach to not only how we deliver business insights but software development in general, it feels like a reset button is being pressed on so many fronts.” – Vib Gupta, CannMenus
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“2025 is about staying alive. Focus on the three P’s: people, products, and processes. Make sure you are thriving in those three core areas of your business. And find joy in every day.” – Kelly Bruce, The Canna Mommy
“Consumer relations have always been key to elevating a brand. As consumer preferences mature, it’s all the more important for brands to make genuine connections with folks. The amount of people looking for products that are natural and true to the plant will increase, and the brands that take note of this will thrive in 2025 and beyond.” – Jon Spadafora, Flower Union Brands
2025 is poised to potentially be a game-changing year for the cannabis space. From whispers of federal reform to more consumers trying the plant, there’s no doubt the space is poised for evolution. While challenges will likely remain, the GreenState team hopes the space sees positive developments—and a chance to thrive.
*Some responses have been edited for clarity.
