Sue Dehnam

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.

Green Lane Communication makes the case for trust-first public relations — where credibility, preparation, and respect for the press matter more than shortcuts, hype, or empty promises.

Surfside brings a performance-first lens to cannabis marketing, using retail media, attribution, and data-driven personalization to connect media investments directly to measurable business growth.

Pisgah Peaks Ventures helps cannabis operators scale marketing and revenue through embedded, fractional teams — prioritizing brand-building, realistic metrics, and execution that compounds over time.

KCSA Strategic Communications brings decades of experience in regulated industries to cannabis, helping brands build credibility, navigate volatility, and align earned media with long-term business goals.

Maverick Public Relations focuses on long-term credibility in cannabis communications, emphasizing trust, data-driven strategy, and disciplined storytelling in highly regulated markets.