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Tobacco Control from
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Why and how the tobacco industry sells cigarettes to young adults : Why and how the tobacco industry sells cigarettes to young adults Pamela Ling, MD MPH
Stanton A. Glantz, PhD
University of California San Francisco
Young Adult Smoking is Increasing : Young Adult Smoking is Increasing Monitoring the Future Study:
College student smoking rose from 23 to 31 percent
Other young adults 35 to 42% smoking prevalence
Harvard College Alcohol study: 27.8% increase among college students between 1993-1997
2000 National Health Interview Survey: smoking decreased for all age groups except young adults (age 18-24)
Tobacco Marketing to Young Adults : Tobacco Marketing to Young Adults Prior tobacco document research has focused on kids
“younger adult” has been a code word for kids, but not exclusively
While public health focuses on kids, tobacco marketing efforts are sustained throughout adulthood
WHY target young adults?&HOW do they do it? : WHY target young adults?&HOW do they do it?
Most 18 year olds do not smoke regularly : 2.7 million total Smokers 11-18 American Legacy Foundation. First Look Report #3: Pathways to established smoking. Results from the 1999 NYTS. Most 18 year olds do not smoke regularly
Young adult smokers outnumber teen smokers : Young adult smokers outnumber teen smokers
Why smoking prevention limited to youth fails: : Why smoking prevention limited to youth fails:
Life Transitions and Smoking : Life Transitions and Smoking “A young adult is leaving childhood on his way to adulthood. He is leaving the security and regiment of high school and his home. He is taking a new job; he is going to college; he is enlisting in the military. He is out on his own, with less support from his friends and family. These situations will be true for all generations of younger adults as they go from a period of transition from one world to another…” Harden, RJR Marketing Research Department, 1984, Bates number 502034940/4943.
Life Transitions and Smoking : Life Transitions and Smoking Young & Rubicam, Chesterfield. March 24, 1994. Philip Morris Tobacco Company. Bates number 2500086977/7024
Life transitions, stress, and smoking : Life transitions, stress, and smoking “Dealing with these changes in his life will create increased levels of uncertainty, stress and anxiety…during this stage in life, some younger adults will choose to smoke and will use smoking as a means of addressing some of these areas.”
RJR document: Harden, “A Perspective on Appealing to Younger Adult Smokers” Feb 2, 1984, 502034940 -4943.
Young Adulthood and Smoking : Young Adulthood and Smoking “For some, smoking seems to fulfill the function during teens of uniting one with the all-important peer group. In adulthood, it may be used to ease the feelings of stress created by the pursuit of one’s goals.
Smoking, for a young adult, may fulfill both roles, providing a concrete balance at a time when life is chaotic and stressful. It represents both the ties with the “old days” and “old friends,” as well as the more mature instrument for relaxing.”
RJR document: Business Information Analysis Corporation, “RJR Young Adult Motivational Research” Jan 10, 1985, 502780379.
Slide 13 : Business Information Analysis Corporation, “RJR Young Adult Motivational Research” January 10, 1985 502780379-0424
HOW the tobacco industry sells cigarettes to young adults : HOW the tobacco industry sells cigarettes to young adults Targeting and Segmentation strategies
Staying current with core values
Reaching out through environments and lifestyle
Instant gratification, price, and free stuff
Using Peer influence
Reinforcing the social acceptability of smoking
Focus on lifestyle and attitude : Focus on lifestyle and attitude
Lifestyle and Attitudes Define Market Segments : Lifestyle and Attitudes Define Market Segments YAMS = Young Adult Male Smokers
Philip Morris: Young Adult Smoker Lifestyle and Attitude Segmentation Study : Philip Morris: Young Adult Smoker Lifestyle and Attitude Segmentation Study Conducted between September and October 1997
1870 interviews with male and female smokers
Attitudes, lifestyle
Smoking attitudes and behavior
Choice scenarios: would you rather take a job in a field you love, or a job making more money?
Brand image
Young Male Smoker Segments : Young Male Smoker Segments
Segments differ by self image and values : Segments differ by self image and values
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Hints from a Tobacco Advertiser : Hints from a Tobacco Advertiser
Identify key Values : Identify key Values
Ads connect values with smoking : Ads connect values with smoking
Smoking and Values : Smoking and Values
Global marketing to young adults : Global marketing to young adults
Global marketing to young adults : Global marketing to young adults
Reaching out to Young Adults : Reaching out to Young Adults Integrate smoking with lifestyle
Especially pleasurable, social activities
Example: Bar and Club promotions
Bar and Club Promotions : Bar and Club Promotions
Tobacco Ads in the Alternative Press 1994-1999 : Tobacco Ads in the Alternative Press 1994-1999
Slide 36 : TAYLOR SHAIN, for Lorillard, April 10, 1985. Bates# 85003058/3075
Brand Presence in the Environment : Brand Presence in the Environment Building painting from approximately 1997 in New York city (now illegal in USA)
Club nights create smoke friendly social environments : DAYTONA PROMOTIONS. MARC for RJR. Bates# 506868845/8846 Club nights create smoke friendly social environments
Engineering Peer Influence : Engineering Peer Influence Philip Morris Studied social leaders
Importance of “trendy” market segments
RJR field marketing plans targeted:
Bar and Club Owners
Party promoters
Hip club-going young adults
Their less-hip friends
Targeting through activities, music, other media : Targeting through activities, music, other media These principles also work for:
Sports
Concerts
Parties
Movies
Other media
Instant Gratification and Free Stuff : Instant Gratification and Free Stuff
Magazines and Direct Mail : Magazines and Direct Mail
Social acceptability : Social acceptability Social benefits important when starting to smoke, and to continue smoking
Advertisements often feature social activities
Decline in social acceptability is the achilles heel of the tobacco industry
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Tobacco Companies Know… : Philip Morris presentation, November 18, 1985. Bates 2023177676/7709 Tobacco Companies Know…
Social pressure works both ways : SMOKING ATTITUDES STUDY. SOCIAL ACCEPTABILITY.1982, RJR. Bates # 502674370/4396 Social pressure works both ways
Industry attempts to make more socially acceptable cigarettes : Industry attempts to make more socially acceptable cigarettes “You’re clearly someone who considers others. That’s why Superslim Capri is the choice for you…great tobacco flavor, but less smoke for those around you.”
HOW does the tobacco industry target young adults? : HOW does the tobacco industry target young adults? Extensive research on smoking context
general attitudes, values, aspirations, social groups, work, leisure activities and brand images
Focus on the target “mindset,” not only demographics
Present aspirational images of smoking that resonate with young adult values
HOW does the tobacco industry target young adults? : HOW does the tobacco industry target young adults? Integrate smoking into their environment
Suggest utility: a way to “deal with stress”
Cost incentives: instant gratification, free samples
Boost social acceptability of smoking
Lessons for Public Health : Lessons for Public Health Young adults are an important opportunity
Develop programs for lifestyle/attitude groups
Reflect THEIR values, not ours
Don’t expect them to come to us
Environmental restrictions important
Include nonsmokers in the campaign
Social acceptability is a key issue