PAX: The Next Cannabis Winners Will Build Trust, Not Just Products

IgniteIt’s Cannabis Capital Conference returns to Chicago on June 15–16, bringing together operators, investors, retailers, and industry leaders for two days of conversations about where cannabis is headed next.

Among those joining the event is Matt Holland of PAX, a company that has helped shape the vaporization category for nearly two decades through a combination of product design, technology, and consumer-focused innovation.

As cannabis markets mature and competition intensifies, Holland believes the industry’s next phase of growth will be defined less by novelty and more by trust, consistency, and consumer experience.

The Next Wave Of Cannabis Innovation

Cannabis innovation has historically centered on new products, higher potency, and new consumption formats. Holland believes the next cycle will look different.

“The next wave will be about the full ecosystem around the consumer,” Holland said. “Connecting device intelligence, product feedback, and personalized experiences in ways that feel intuitive and build trust in the broader market and with new-to-cannabis consumers.”

As legal cannabis expands and attracts a wider range of consumers, companies face growing pressure to deliver experiences that are consistent, predictable, and easy to understand.

According to Holland, the winners will be the businesses investing in what he describes as the “infrastructure of trust.”

“The brands and companies that win the next cycle will be the ones investing in the infrastructure of trust — whether that’s transparency around inputs, consistency at scale, or technology that meets consumers where they are.”

That shift could prove especially important as the industry looks beyond early adopters and seeks to attract more mainstream consumers who often prioritize reliability over experimentation.

Differentiation In A Maturing Market

As cannabis products become increasingly similar and pricing pressure continues across many markets, differentiation has become one of the industry’s biggest challenges.

For Holland, commoditization is not necessarily a negative development.

“Commoditization is actually a forcing function for brand maturity,” he said. “It pushes companies to compete on dimensions that can’t be easily copied, like consistency, relevance and earned consumer loyalty.”

That evolution mirrors what has happened in other consumer industries, where lasting brands often distinguish themselves through trust and customer relationships rather than product specifications alone.

“The brands that will endure are the ones understanding that today’s cannabis consumer is sophisticated and expects more,” Holland said.

As operators continue navigating competitive markets, the ability to build long-term consumer relationships may become just as important as product innovation itself.

Why Chicago Matters

For Holland, the value of attending the Chicago Cannabis Capital Conference comes from the opportunity to connect with partners who can help accelerate the company’s growth strategy.

“As PAX looks to continue our growth trajectory, I am seeking retailer, brand and distribution partners that can help us expand profitably,” he said.

That includes identifying new ways to bring PAX products into more dispensaries across a broader number of markets.

“Finding new ways of getting our brand into dispensaries in a broader number of states, faster,” remains a key priority, Holland said.

Holland will bring those conversations to Chicago, where operators, investors, retailers, and service providers will gather to discuss the opportunities and challenges shaping the next chapter of cannabis.

As the industry matures, Holland believes success will increasingly belong to companies capable of building trust, delivering consistency, and creating experiences that resonate with a growing and increasingly sophisticated consumer base.