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A celebration the legalization of marijuana in Toronto. Photo: Steve Russell/Toronto Star via Getty Images

Potheads have for decades celebrated their love of marijuana on April 20. But the counter-culture celebration, once all about getting stoned, now is so mainstream that Corporate America is starting to embrace it, AP reports.

What's new: Many businesses inside and outside the multibillion-dollar cannabis industry are using tomorrow, 4/20, to roll out marketing and social media messaging.

  • Lyft is offering a $4.20 credit on a single ride in Colorado and in select cities in the U.S. and Canada.
  • Carl's Jr. is using a Denver restaurant to market a hamburger infused with CBD, a non-intoxicating molecule found in cannabis.

Why it matters, from Kit Yarrow, consumer psychologist at Golden Gate University: "[B]rands that associate themselves with cannabis kind of get that contact high ... cooler by association."

Where it stands: Marijuana normalization has snowballed since 2012, when Colorado and Washington were the first states to legalize recreational use.

  • Eight more states followed, including California, Oregon and Michigan.
  • Medical marijuana is legal in two-thirds of states.
  • Baby boomers, one of the fastest-growing groups of cannabis consumers, and women are growing the industry as they use CBD as a "wellness tool," according to data collected by Eaze, a California cannabis technology company.

Go deeper: Marijuana, psychedelics get a second look from Big Pharma

Go deeper

Updated 26 mins ago - Politics & Policy

Cuomo's former chief counsel joins calls for him to resign after damning report

Photo: Spencer Platt/AFP via Getty Images

New York Gov. Andrew Cuomo's (D) former chief counsel joined top Democratic lawmakers on Tuesday in calling for him to resign after an independent investigation concluded the governor sexually harassed multiple women in violation of federal and state law.

The latest: Alphonso David, who is now president of the LGBTQ advocacy group Human Rights Campaign, called the report authored by investigators "devastating" and echoed others' comments in decrying Cuomo's "pattern of sexual harassment."

Cuomo accuser speaks out, calls denials "dangerous," "victim blaming"

Andrew Cuomo. Photo: Lev Radin/Pacific Press/LightRocket via Getty Images

A former aide to New York Gov. Andrew Cuomo, who accused him of sexual harassment, spoke out against his earlier denial of inappropriate behavior, telling CBS News that the lawmaker's comments were "dangerous" and "victim blaming."

Driving the news: At a press conference earlier Tuesday, Cuomo specifically addressed the allegations made by his ex-aide, Charlotte Bennett, admitting he "did ask her questions I don't normally ask people," but he flatly denied other details of her allegations.

Updated 1 hour ago - Politics & Policy

Law enforcement confirms officer was killed in Metro station attack at Pentagon

Law enforcement officers patrolling the Pentagon's transit station on August 3. Photo: Olivier Douliery/AFP via Getty Images

Pentagon Force Protection Agency Chief Woodrow Kusse said an officer was attacked at a transit station outside the Pentagon on Tuesday morning, gunfire was exchanged between the suspect and law enforcement and multiple people were injured.

The latest: "PFPAOficial mourns the tragic loss of a Pentagon Officer killed during this morning's incident at the Pentagon," the Pentagon Force Protection Agency tweeted Tuesday evening. "Our thoughts and prayers are with the Officer's family.