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“People celebrated Christmas long before it became an occasion for an orgy of gift-buying and materialist consumption, but the meaning of the holiday for most people was different then than it is now.” Companies such as Invest in Cannabis admit they’re already leveraging the holiday as another opportunity to promote the industry and its products — much like beer and other alcohol companies now do with St. “The media is covering 4/20 as a consumer interest story,” Miller of Invest in Cannabis said.
“But some portion of the media is covering 4/20 as a call to arms for the industry — so [in 2015] there are multiple competitive business conferences that are happening in Denver, the [San Francisco] Bay Area, and Las Vegas.” The pot industry has also gotten directly involved in 4/20 events.
It’s 4/20, the day tens of thousands of Americans gather around the country to celebrate a drug that remains illegal in the US: marijuana.
“If a corporate marijuana industry adopts 4/20, it would still be a celebrated event, but not with the same countercultural meaning,” Humphreys said.
Major rallies occur across the country, particularly in places like Colorado and California, where marijuana is legal.
But as support for marijuana legalization grows, the festivities are becoming more mainstream and commercialized.
The big concern is that a big marijuana industry will, like the tobacco and alcohol industries, irresponsibly market its drug to kids or users who already consume the drug excessively — with little care for public health and safety over the desire for profits.
To this end, many drug policy experts see alcohol as a warning, not something to be admired and followed for other drugs.