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March 20, 2023
In 2023, the typical 420 participant is anything but typical. These folks, indulging in cannabis and CBD, are nothing like what you'd expect. They come from all walks of life, united by their forward-thinking nature and influence. They're pioneers, trendsetters and people who enrich the lives of those around them. And that is truly what makes them extraordinary.
As we navigate a calendar filled with both official holidays and creative, yet quirky "national days" like that of National Toast Day or Talk Like a Pirate Day, there comes a unique moment in time that truly stands apart: 420.
Though not an official holiday, cities like San Francisco, Denver and Seattle have been pioneers in embracing this day with celebrations and events. It's taking root in our legislatures too - Minnesota recently recognized April 20th as "420 Day."
The origins of 420 can be traced to a humble, grassroots movement, catching the public's attention for over two decades, as per Google Trends. While some attribute its birth to students in the 1970s and their connection with the Grateful Dead, one thing is clear: it has grown into a genuine, heartfelt celebration.
In 2023, the typical 420 participant is anything but typical. These folks, indulging in cannabis and CBD, are nothing like what you'd expect. They come from all walks of life, united by their forward-thinking nature and influence. They're pioneers, trendsetters and people who enrich the lives of those around them. And that is truly what makes them extraordinary.
As the journey of cannabis extends from counterculture to a cornerstone of well-being, we find ourselves embracing a new chapter. 420 - once a covert symbol for marijuana activism - now symbolizes a day where we come together to embody positivity, tranquility, and equilibrium. Envision the bright future where 420 evolves into an exciting destination extravaganza, unifying our collective love for travel, music, food, culture and creativity.
Undoubtedly, 420 will remain a core event within the cannabis industry. But it will also attract more mainstream brands that want to engage with progressive, forward-thinking consumers. In the near future, 420 will become an instrumental, integrated moment within campaign planning.
To learn how you can reach these progressive consumers on 420 and beyond, check out the Fyllo Audience Playbook.
*Originally authored for Benzinga.
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