After dragging their feet  for 3 years, the Biden administration seems to be putting some juice to get the DEA to move

Is it opening the door to a new era? It seems the Biden administration has suddenly decided to follow up on their 2020 campaign promises. But does the sense of urgency reflect not only their need to engage younger voters but something else? Is the administration racing to reschedule by 4/20. President Biden brought up federal rescheduling as part of his proclamation declaring April to be “Second Chance Month.”  Followed by his mentioning it in the State of the Union, this should be a signal to the Federal Drug Agency (FDA) to move on the recommendation by other agency and act.

RELATED: California or New York, Which Has The Biggest Marijuana Mess

Having made the promise, for almost the first 3 years of his tenure, Biden barely acknowledged the cannabis industry. This despite sales in the industry continues to grow and now, over 50% of the country has legal access to products.  Those under 40 have an entirely different take on marijuana with Gen Z drifting away from alcohol and moving to weed.  Beer sales have mirrored the societal shift. They have been out of step with the public.

joe biden kamala harris
Photo by Chip Somodevilla/Getty Images

Biden is struggling with younger voters. Media like the New York Times has been piling on by highlighting why he is losing and gently making it a much bigger issue.  The campaign is concerned and sees to reengage this demographic. Biden is viewed favorably by only 31% of people ages 18 through 29, much worse than he fares with other age groups, according to a recent Economist/YouGov poll.

The White House begrudgingly started the process of rescheduling last year.  Currently, cannabis classified as having zero medical benefit is lumped into the same category as heroin and LSD.  Neither alcohol or tobacco are boxed into this category despite having zero health benefits and litany of problems the does cause.

Rescheduling would be an immediate benefit to an industry struggling with a host of issues including tough business rules around the classification, chaos in the New York and California market, and a dropping of flower prices.  Some older Senators including James Risch (R-ID) and Pete Ricketts (R-NE) are making a last ditch effort to stop the process.

RELATED: Americans Want It, Some Politicians Prefer a Nanny State

While 4/20 has long been a wink wink nod to marijuana use for those in the know, thanks to the legal sales it is another big media day.  Like the 4th of July or Drinksgiving/Green Wednesday, it is a time where they could get the most engagement with the public.

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