Back in 2018, YPulse noticed that even as Gen Z’s risky behaviors were at historic lows, vaping had emerged as their signature vice. We revisited that story again in 2024 in our Gen Z Vices trend report, when the now twentysomethings were still holding onto vapes, largely because they believed vaping was the “healthier” alternative to cigarettes. But the narrative around this gen and smoking is starting to shift. After years of promoting ultra-clean lifestyles and wellness-forward habits, even with new age nicotine habits, some young people are flirting with vices favored by generations before them. Headlines declaring “smoking is cool again” are everywhere, suggesting cigarettes are enjoying a cultural renaissance among Gen Z—decades after age bans and health campaigns pushed them out of fashion. And no, this isn’t about the “fridge cigarette” (a.k.a. Diet Coke break). We’re talking about the traditional, paper cigarettes making appearances everywhere from Instagram photos of Gen Z-favorite celebrities, to moody, cinematic edits of beloved TV shows. Gen Z has helped fuel renewed interest...
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