Cannabis retailers across the U.S. are adjusting to an unexpected shift in shopper behavior as the youngest legal buyers reshape the market. Gen Z customers are coming into stores, but they are approaching cannabis with more intention, more research, and more caution than many of the shoppers who came before them. 

Operators say the opportunity is not in waiting for heavy consumption to return. It lies in adapting to a consumer base that values purpose, control, and thoughtful use. For companies like Curaleaf Holdings Inc. (CSE: CURA) (OTCQX: CURLF), the changing preferences of…

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