Canada’s cannabis industry is calling for regulatory reform, but the challenge is getting consumers involved in the conversation. Since legalization in 2018, many Canadians see cannabis access as a solved issue, leaving industry concerns such as excise taxes, product availability, affordability, and restrictive regulations largely out of the public spotlight. The article argues that businesses should focus on reforms that directly affect consumers, such as higher prices, limited product choices, and reduced access to legal products. Retailers may play an important role by educating customers about how regulations affect the products they buy and encouraging them to participate in advocacy. Ultimately, meaningful cannabis reform may require the industry to turn consumers from customers into active voices for change.
