If you read the quarterly and annual reports of the major tobacco players over the past five to ten years, you will see a rather interesting set of data. Although their combustible tobacco products have been steadily declining over the years, their revenues and forecasts have tended to remain relatively stable, with most even increasing their dividend payouts.
So with smoking on the wane but big tobacco still bringing in the big bucks, what gives? Well, the answer also lies in the aforementioned reports: a massive uptick in vaping and other non-combustible ways to consume tobacco and nicotine.
In this post, we are exploring the social factors that have both led to the decline in conventional smoking habits and how that and other reasons have led to a tremendous uptick in vaping.
The Role Of Social Acceptance And Normalization
Social acceptance and peer pressure are powerful forces that act on both the young and old minds alike. Just as it used to be the case that you might have seen an older kid puffing away on a cigarette and thinking to yourself how cool that looked, so too do many of the younger generations when they see their peers and friends vaping.
There is also the normalization factor whereby what could arguably have been called a niche hobby perhaps ten or so years ago has now become the norm. So much so, in fact, that you can find an enormous range of options and associated paraphernalia exceedingly easily online. If you take these Cartisan vape batteries as an example of what you can find, you’ll see not just how easy it is to acquire whatever you need in this space, but also the professionalism that many vape companies have risen to in order to meet the demand from all swathes of life and demographics. But what precisely has changed?
Changing Attitudes Toward Smoking Alternatives
In many ways, even though conventional smoking still exists and in a large way, attitudes towards what contemporary audiences perceive as old-fashioned and dangerous have simply changed to what they are today. More and more people are aware of the extreme dangers that smoking brings and choose to opt for less damaging alternatives, with vaping happening to be a perfect fit.
Visibility In Public And Semi-Public Spaces
Almost all nations have moved towards a no-smoking indoor policy (with a few holdouts). In some jurisdictions, it’s more of a social thing, while in others, smoking in the wrong areas can result in significant fines and social stigma. The point is that nowadays, people simply aren’t prepared to breathe in the acrid fumes that emanate from conventional tobacco. Indeed, vaping in enclosed areas is also frowned upon by many, but the vapor that it creates is arguably more palatable than burning leaves.
Peer Influence And Group Identity
We have already touched on the point that it is now more socially acceptable to whip out a vape than perhaps it is a cigarette. Interestingly, it also seems to elicit less anger when a person uses almost anything else apart from smoking tobacco, such as snus. Nevertheless, when people see their friends vaping and the varied and tasty flavors that exist, it becomes more tempting than ever to head down to a local shop or online and purchase a vape to join in the fun, so to speak.
Vaping As A Lifestyle Statement
For many, vaping is far more than a way to kick a nicotine habit (many have never even smoked tobacco before they began vaping) and more like a hobby and lifestyle statement. There are plenty of exciting options that can turn what might appear to be a mundane thing into one that is thrilling and full of possibilities.
- Personal identity expression: Because of the tremendous options available to select from, one can almost tailor design a style that perfectly fits their own perceived notions of themselves.
- Trend alignment: Trends come and go, and it just so happens that vaping seems to be the trend du jour and one that will last for a long time.
- Routine and ritual: Just as with smoking, vaping can be habit-forming, albeit with far less severe health consequences compared with burning tobacco. Many enjoy the routine of taking a puff or two before they hop on the bus, or during a coffee break with colleagues, etc.
- Aesthetic appeal: Sleek devices and vapor clouds are viewed as visually appealing and “Instagram-worthy.”
Youth Culture And Curiosity
It’s fair to say that many of these devices are aimed squarely at younger generations than older ones. Obviously, anyone can get their hands on a vape and enjoy the activity, but for the most part, it seems to be those of a certain age and down that are more likely to indulge. This can be for several reasons, including the averseness of conventional smoking we’ve already mentioned, but also because of the “tech” nature of many devices. You can choose from disposable options that are purely for the kick, or more advanced, reusable ones that you can customize and truly make your own. It’s this self-expression, combined with the deeper understanding of the dangers of smoking, that makes it so appealing to youth.
Social Media & Influencer Culture
Social media has also played an enormous part in hyping up the use of vapes. This has been overt in the sense that they are discussing their use of the device, or slightly less obviously, like seeing a successful influencer take the occasional puff of their custom vape as they talk about their lifestyle and how to achieve life goals, and so on. Regardless of how it’s happened, vaping has exploded almost alongside the explosion in the use of social media in the modern sense (i.e., since social media became more about influencing as opposed to seeing what friends and relatives are up to, a la the old days).
Vaping has almost moved beyond its allure in the past as a way to kick the smoking habit and has formed into its own entity. This has come about as a result of numerous factors, such as those mentioned in this article, but with the main driver perhaps being changing attitudes towards smoking and a desire to be able to customize all aspects of one’s life.
