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Is Gen Z Really Bringing Cigarettes Back?

While cigarettes appear to be making a comeback thanks to Gen Z, YPulse data shows the reality is more nuanced than it seems…

Written and Edited by the YPulse Editorial Team

Jan 7 2026
North America

KEY TAKEAWAYS

Gen Z appears to be bringing cigarettes back, with smoking showing up everywhere from celebrity fan edits to nostalgia-heavy aesthetics
For most, smoking is occasional—not a daily habit, more like a “little treat” reserved for specific social moments
But fewer Gen Z say they’ve never smoked at all, likely because cigarettes no longer carry the same stigma for them as previous gens

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...