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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

Biden Cabinet confirmation schedule: When to watch hearings

Joe Biden and Kamala Harris on Jan. 16 in Wilmington, Delaware. Photo: Angela Weiss/AFP via Getty Images

The first hearings for President-elect Joe Biden's Cabinet nominations begin on Tuesday, with testimony from his picks to lead the departments of State, Homeland and Defense.

Why it matters: It's been a slow start for a process that usually takes place days or weeks earlier for incoming presidents. The first slate of nominees will appear on Tuesday before a Republican-controlled Senate, but that will change once the new Democratic senators-elect from Georgia are sworn in.

Kamala Harris resigns from Senate seat ahead of inauguration

Vice President-elect Kamala Harris. Photo: Mason Trinca/Getty Images

Vice President-elect Kamala Harris submitted her resignation from her seat in the U.S. Senate on Monday, two days before she will be sworn into her new role.

What's next: California Gov. Gavin Newsom has selected California Secretary of State Alex Padilla to serve out the rest of Harris' term, which ends in 2022.

3 hours ago - World

Putin foe Navalny to be detained for 30 days after returning to Moscow

Russian opposition leader Alexey Navalny. Photo: Oleg Nikishin/Epsilon/Getty Images

Russian opposition leader Alexey Navalny has been ordered to remain in pre-trial detention for 30 days, following his arrest upon returning to Russia on Sunday for the first time since a failed assassination attempt last year.

Why it matters: The detention of Navalny, an anti-corruption activist and the most prominent domestic critic of Russian President Vladimir Putin, has already set off a chorus of condemnations from leaders in Europe and the U.S.