• According to Statista, in the United States, sales of legal recreational cannabis are expected to reach an estimated 37 billion U.S. dollars by 2026.

• Approximately 27 percent of the adult population in Israel consumed cannabis during 2020. This is significantly more than in any other country.

• In the United States, the prevalence of cannabis use is about 17 percent of adult population.

In the early 1970s, a group of five students at San Rafael High School used to meet at 4:20 p.m. by the campus’s statue of Louis Pasteur to smoke marijuana. They would meet up at 4:20 p.m. after school to smoke and hang out. The group called themselves the “Waldos” because they used to hang out by a wall. After several failed attempts to find a hidden crop of marijuana, the group eventually shortened their phrase to “4:20,” which ultimately evolved into a code-word the teens used to refer to consuming cannabis.

The story of the Waldos and their use of the term 420 was popularized by Steven Hager of High Times, and the term gradually spread across California and beyond, possibly via Grateful Dead followers. In fact, on December 28, 1990, a group of Deadheads in Oakland handed out flyers that invited people to smoke 420 on April 20 at 4:20 p.m. This event helped to further spread the use of the term “420” in cannabis culture.

Over time, the term caught on and spread throughout the cannabis community, eventually becoming a popular phrase for referring to marijuana use. Today, 420 is recognized globally as a reference to cannabis culture and has become an annual celebration for cannabis enthusiasts on April 20th. The day is marked by festivals, concerts, and other events celebrating the use of marijuana. For example, the number is used for a California Senate bill that established the state’s medical marijuana program.

Their use of the term may have started as a simple code-word, but it has since evolved into a symbol of cannabis culture and a way for like-minded individuals to connect and come together.

Why marketers need to pay attention?

The impact of 420 on pop culture is undeniable. It has been referenced in movies, TV shows, music videos and even video games. This has made it an integral part of modern day pop culture and marketing campaigns have been using this phrase to target younger audiences.

420 has also had a significant impact on the cannabis industry as many companies have used it as a way to market their products. Companies are now using 420-themed campaigns to appeal to the younger generation while also staying true to their brand identity.

For marketers, the term 420 presents an opportunity to connect with consumers who are interested in cannabis products. By incorporating the term into their marketing campaigns, companies can tap into the cultural significance of the term and appeal to a specific audience. However, it’s important for marketers to approach the use of “420” with sensitivity and respect for the history and culture surrounding the term.

While it has become a mainstream reference to cannabis use, it still holds significant meaning for many people in the cannabis community. Incorporating “420” into marketing campaigns can be a great way to connect with consumers and build brand recognition. But it’s important to do so in a thoughtful and respectful way. By understanding the history and significance of the term, marketers can create campaigns that resonate with cannabis consumers and help to build a strong brand identity.

420 is an important day for many cannabis-related businesses, and marketers have the opportunity to leverage this day to reach their target audiences through social media. Social media can be used to create content that resonates with consumers around the world, as well as build relationships with influencers who can help spread the message. By using creative strategies such as contests, giveaways, and promotions, marketers can turn 420 into a powerful marketing tool that will generate awareness and engagement.

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