Gen Z appears to be resurrecting cigarettes as a fashion statement. On social media, they joke about “cigarettes that don’t count” — drunk cigs, vacation cigs, casino cigs, and more. A TikToker strolls through the city at 8:14 a.m. on a Thursday, declaring, “Sometimes you just need a cigarette (idc).” Instagram accounts like @Cigfluencers curate candid shots of pop stars and actors smoking: Hailey Bieber, Addison Rae, Lily-Rose Depp, Jenna Ortega, and Hudson Williams. While celebrities have long smoked, they previously kept it discreet as smoking became taboo. Now, Gen Z stars openly flaunt cigarettes.
Smoking in Pop Culture
Smoking is returning as a cool signifier in film, TV, and music. At Coachella, Sabrina Carpenter performed with a prop cigarette dangling from her lips while driving a vintage 1950s Ford Thunderbird. She also “smokes” in her music videos “Manchild” and “House Tour.” Vanity Fair’s cover featured Kylie Jenner with a cigarette pursed between her lips, completing her balconette bra and high-rise trousers look.
Non-smoking millennials are surprised. Ariella Epstein, 31, a TikTok content creator who smoked from ages 13 to 26, recalls her father fake-coughing near smokers. “I think I knew smoking was back when I saw Hudson Williams smoking,” she said of the 25-year-old heartthrob.
Why Cigarettes Are Cool Again
Robert N. Proctor, a Stanford history professor, notes cigarettes are perennial symbols of maturity and rebellion. “Americans still smoke billions of cigarettes yearly, and thousands of kids start daily,” he said. “Cigarette makers exploit ‘acceptable rebellion,’ viewing high schoolers as ‘the base of our business.’” Movies also prominently feature cigarettes, a leading cause of smoking initiation.
Some Gen Zers are switching from vaping to cigarettes. In 2023, adults aged 21–24 had the highest e-cigarette usage (15.5%). Deanna Halliday, a post-doctoral scholar at UCSF, explains that when vaping boomed, there was no offramp for those wanting to quit. “Oddly, cigarettes might be seen as an offramp,” she said, though she recommends nicotine replacement therapies like gums and patches.
Co-Use of Tobacco and Cannabis
Gen Z consumes about 20% less alcohol per capita than millennials and prefers weed. Pamela Ling, a UCSF professor, notes co-use of tobacco and cannabis is common. “Since smoking is the most common cannabis form — joints and blunts — it may ease progression to cigarette smoking,” she said.
Anti-Smoking Campaigns Weakened
Federal cuts have decimated health messaging. The CDC Office on Smoking and Health (OSH), responsible for campaigns like “Tips from Former Smokers,” was eliminated. OSH funded state programs, quitlines, and anti-tobacco measures. Ling says the Trump administration’s ties to the tobacco industry led to this. “Tobacco companies rebrand as nicotine pharmaceutical firms while profiting from cigarettes,” she added.
Stress Drives Gen Z Smoking
Gen Z reports higher stress levels than older generations — an average of 6 out of 10 versus 3.4 for those 65+. Frankie, a 24-year-old social smoker, said, “Your entire adult life has been plagued by economic instability and environmental concerns. Why forgo short-term pleasure for delayed gratification in a world we’re not sure will exist?” He thinks people are less ashamed rather than smoking more.
Health and Environmental Appeals
Halliday suggests appealing to Gen Z’s social consciousness. Smoking kills nonsmokers via secondhand smoke — 41,000 of 480,000 annual U.S. deaths. Pets also suffer from “second paw smoke.” Cigarette butts are non-biodegradable, causing environmental harm and wildfires. “The question should be, ‘Where is your next cigarette going to end up?’” she said.
Stanton Glantz, UCSF professor and longtime tobacco critic, advocates for R ratings for films with smoking and anti-tobacco ads. “We need to end tobacco presentation in entertainment,” he said.
For help with substance use disorder, call 800-662-HELP (4357) for the SAMHSA National Helpline.
