In an Effort to Win Over Soccer Moms, Some Marijuana Brands Ditch Stoner Culture

Brendan Kennedy, who runs private equity firm Privateer Holdings, which raised over $100 million from the likes of Peter Thiel, doesn't like the word stoner, either. Kennedy, who is not a pot consumer himself, says the industry wouldn't be where it is today without the foundation activists built. But he believes marijuana is much bigger than the subculture that has nurtured the movement.

Read more in Inc.