The cannabis industry in the United States continues to evolve, with recent data revealing a paradox: while overall revenue increased by 4.5% to $30.1 billion in 2024, employment in the sector declined by 3.4%, resulting in a loss of 15,000 jobs, bringing the total number of workers to 425,000.
This downturn is largely attributed to economic pressures, market saturation, and high taxes that drive consumers toward unregulated markets. According to the ‘U.S. Cannabis Jobs Report 2025’ by Vangst, a cannabis recruitment platform, mature markets are struggling significantly. Beau Whitney, a data analyst from Portland, Oregon, explains that states like Oregon are experiencing revenue declines due to an oversaturation of licenses, leading to a price drop that makes profitability difficult.
Whitney stated, “When you’re struggling just to survive, it’s really tough to add workers.”
In contrast, emerging markets such as Maryland, New York, and Ohio are witnessing job growth. New York, for example, issued 743 new adult-use marijuana licenses, resulting in a remarkable 209% increase in employment. However, states with established markets like California and Illinois are facing severe job losses. California alone lost nearly 4,000 jobs due to excessive taxation and market saturation, while Illinois experienced a 25% job loss as high sales taxes and competitive pressure from neighboring states took their toll.
Whitney notes that many operators are running out of cash due to lengthy licensing processes and the financial strain of maintaining operations in a challenging environment.
In a related analysis, the White Ash Group’s ‘2025 Cannabis Industry Salary Guide’ highlights that salaries for cannabis workers in the U.S. surpass those in Canada by up to 20%, particularly in newer markets. Graydon Welbourn, co-founder of White Ash Group, attributes this disparity to the higher cost of living in the U.S. and the ongoing excitement surrounding cannabis as a growing industry.
Salaries for leadership roles in the U.S. have seen a 10-15% increase compared to 2023, especially in high-demand areas like California and New York. For instance, master growers in California can earn between $95,000 and $125,000, while retail store managers in the state make between $70,000 and $95,000. In Colorado, these figures drop to $75,000 to $95,000 for growers and $55,000 to $75,000 for retail managers. Entry-level budtenders earn between $17-$23 per hour in California, compared to $15-$18 in Colorado.
In Canada, cannabis producers are shifting focus toward international markets, creating new positions in international business development. These roles often have different pay structures due to the complexities of global supply chains and varying regulations.
As the cannabis industry continues to mature, the discrepancies between mature and emerging markets highlight the need for operators to adapt quickly to changing economic realities. While some areas see growth, others face critical challenges that threaten their sustainability.
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