4/20 used to be a ‘secret’ holiday for stoners only. But with marijuana legalization continuing to grow, 4/20 has gone mainstream – and even corporations are getting in on it.
This year, Lyft will be offering a $4.20 credit for riders in Colorado, while Carl’s Jr. unveils its new CBD-infused burger. Cities like Chicago and Tulsa will hold 4/20 festivals with thousands of attendees, and plenty of brands will be cracking stoner jokes on social media.
Consumer psychologist Kit Yarrow says associating with 4/20 can give brands a “contact high” and make them “cooler by association”.