In recent years, smoking has made a surprising comeback among young people in the United States, particularly within Generation Z. While smoking rates overall are low, the allure of cigarettes has resurfaced, often seen as a symbol of rebellion and individuality.
A 2022 analysis revealed that more than half of the top streaming shows popular with viewers aged 15 to 24, such as "Euphoria" and "Peaky Blinders," featured tobacco use. This trend isn’t limited to television; a report indicated that 80% of the Oscar nominees for Best Picture in 2025 included tobacco imagery. Celebrities like Sabrina Carpenter have also contributed to this trend, showcasing smoking in music videos and public appearances, often using cigarettes as fashion statements.
Social media plays a significant role in this resurgence. Accounts like @cigfluencers highlight smoking as a trendy lifestyle choice rather than a health risk. Cigarettes have appeared at high-profile events like New York Fashion Week, where they are styled as glamorous accessories. This shift in perception is notable; smoking is increasingly viewed as a means of expressing “main character energy,” a way to stand out from the wellness-focused trends popular among millennials.
The pandemic may have contributed to this trend as well. Many young adults turned to smoking during lockdowns, using it as a coping mechanism amid stress and isolation. For them, smoking became part of a new routine, a vibe rather than a vice.
Public health experts are worried about the implications of this trend. They fear that the absence of strong anti-smoking messages, combined with the influence of celebrities and social media, could lead to a new generation of smokers. Although cigarette companies are prohibited from marketing to youth, the portrayal of smoking in popular culture acts as a subtle form of advertisement, normalizing the behavior.
Despite a decline in smoking over the past few decades, it never fully disappeared. Older generations have continued to smoke, and now, for many in Gen Z, it has evolved into a statement of defiance and a nod to the past.
The long-term effects of this trend remain uncertain. Will society’s view of smoking change again? For now, it’s clear that smoking, once pushed to the margins, is experiencing a renaissance among young people, raising concerns for public health advocates who remember the strong anti-smoking campaigns of the past.