The global cannabis industry is facing a dual crisis of attention fragmentation and margin compression. Brands are more visible than ever, yet increasingly unable to convert awareness into demand. As oversupply drives prices downward and regulated platforms restrict traditional marketing, many operators are discovering that visibility alone no longer leads to growth.

The International Cannabis Business Conference in Berlin, Germany, brought together operators, investors, policy leaders, and marketing strategists to examine why current go-to-market strategies are failing and what must change. Attendees of the panel discussion gained practical frameworks for differentiation, demand creation, and measurement in highly regulated, oversaturated markets, with actionable insights for navigating global cannabis markets in 2026 and beyond.

Sara Payan, Partner and Vice President of PR and Communications at Pulse Signal Agency, moderated the panel. She was joined by:

• Stefan Adomeit – Managing Director, Remexian Pharma GmbH
• Rose Fulton – Founder & CEO, Pulse Signal Agency
• Manuel Christian Käsche – CEO & Co-Founder of Helios Cannabis

You can view the panel discussion in its entirety via the embedded video below from the International Cannabis Business Conference’s YouTube channel: