Between 2017 and 2022, the use of vapes among Gen Z went up by 12%. It’s much higher than the 6.8% average increase. [Forbes, 2024]
This shows that the popularity of vaping is climbing up. This is so high that the next generations are getting influenced.
A lot of factors play key roles in its popularity—
Innovative features
Multiple flavor options
Social media influence
Peer pressure
Alleged safety
All these have helped vaping become a Gen Z pop culture phenomenon.
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The Evolution of Vaping: From Niche to Mainstream
The traces of vapes originate from 1963.
It all started when metal dealer Herbert A. Gilbert created a device that resembled modern e-cigarettes. Gilbert designed the prototypes for a smokeless non-tobacco cigarette and got the patent in 1965.
[Source: Google Patents]
Despite the patent, he failed to commercialize the invention. Hence, e-cigars didn’t reach the mass public that much back then.
Fast forward to the 21st century!
Hon Lik, the Chinese pharmacist, discovered the potential perks of e-cigs.
The tragedy here is that—
His father was a heavy smoker and died of lung cancer. So, Hon Lik wanted to come up with a safer alternative. Eventually, he started developing modern batches in 2001. Then, he introduced them to the world in 2003.
Because people were more aware of tobacco’s harmful effects, many soon turned to the contemporary one. It also contributed to the success and popularity of vapes.
Time passed by and vapes like JUUL or Geek Bars began to integrate more advanced features. These have made vaping more appealing to new generations, especially Gen Z.
Technological advancements include:
Sleek Design
Airflow adjustment
Temperature control
Pulse mode
Variety of flavors
Customization
All these have made vaping cool, modern, and convenient.
This is the reason why Gen Z love them. That’s how vaping moved from being a niche habit to a worldwide trend.
Why Gen Z Embraced Vaping? – Key Factors
Innovative Features
Gen Zers are among the groups who grew up alongside current innovations. So, it’s obvious that they’ll want their cigarettes to be techy.
In that case, vapes suit to a T.
Check the recent models and you’ll find more varieties and innovative features for the new gen. For instance—
High-power vapes like sub-ohms and mods: They have advanced features that are great for heavy vapers. This includes– adjustable airflow, temperature control, customizable settings, Bluetooth connectivity, and short-circuit protection.
Low-power vapes like disposable and pods: They have simpler but unique features that are great for beginners and casual vapers. This includes– pre-filled juice, user-friendly, single-use, boost buttons, pulse mode, and adjustable airflow.
All these give Gen Z personalization, convenience, safety, and a kick to enjoy vaping with different flavors. On top of that, there’s aesthetic appeal.
Flavor Varieties
A study highlighted that around 7,700 unique flavors of e-juices were identified in 2014. [Source: Journals.plos.org]
It was conducted a decade back in 2014. So imagine– how many flavors and combinations we can have now. That’s a big draw of vapes for Gen Z.
Some of the most common flavors of e-liquid are—
Sweet
Fruity
Menthol
Tobacco
Mixed
Such flavors are appealing enough to lead Gen Z to embrace vaping.
Here’s a list of popular e-juice flavors among the new generation:
Peer Influence and Social Dynamics
Many Gen Zs consider vaping a way to interact with others.
As per a 2020 study:
“Around two-thirds of teens and young adults express that social factors are driving the younger gen’s use of vapes.”
So, vaping possesses a strong social factor. It acts like an indirect pressure to feel included in the community.
Some of them also try vaping under the influence of peer pressure. That’s how they turn to the device.
One 2021 study even says the same. It found peer pressure as a primary social influencer and reinforcer for vaping. [Source: NCBI]
Because Gen Zers consider it a kind of social activity, they use it to–
Share vaping experiences
Show new vaping tricks
Hash out details on vaping gear
Try out new flavors together
Get into cloud chasing and other competitions
Social Media Influence
Vaping is a part of pop culture.
Social media and celebrity endorsements tend to attract Gen Z too.
They are highly connected online as 98% of them use the internet daily. You’ll mostly find them on—
TikTok
YouTube
So, it easily exposes the youth to content that quite glams up vaping.
Plus, different celebrities flaunt their inclination towards vapes which helped popularize the device.
For instance, Leonardo DiCaprio and Katy Perry.
All these result in influencing youth.
In short, vapes are “something trendy” in media which intensifies the appeal even more. This is a big reason why vapes are common among Gen Z.
Vaping as a Form of Identity and Rebellion
Symbol of Rebellion
For many Gen Zers, vaping represents an act of rebellion.
It’s a way to push back against
Authority
Parents
School rules
As you all know, vapes are banned in around 34 countries. This still didn’t stop them from vaping. Instead, the number rose by 12% in 5 years (between 2017 and 2022).
Such rebellious appeal makes the device even more attractive to them.
Youth Counterculture
Gen Z has recruited vaping as a weapon for the counterculture movement.
Some consider it a way to stand apart from mainstream society. They think it’s a part of a subculture that rejects traditional norms.
Vaping fits this narrative because it’s often seen as “edgy”, “cool”, and “non-conforming”.
Vaping in Media and Pop Culture
You may notice the use of vapes in TV shows, movies, and music videos. Most of them target younger audiences like Gen Z.
Seeing their favorite stars vape can trigger youth to use the device. For instance—
One of the rangers in Hell or High Water
“Buzzsaw”
‘I’m the One’ by DJ Khaled ft. Justin Bieber
“Te Bote” by Casper Magico, Nio Garcia and Darell
The Impact of Vaping on Gen Z’s Health and Society
Vaping is less harmful than cigarettes.
The e-juice contains propylene glycol and vegetable glycerin. FDA classifies both as safe.
Besides, a report by the National Academies of Sciences, Engineering, and Medicine also mentions the same. They say, “Vaping devices expose you to far fewer toxic substances than traditional cigarettes.”
However, this doesn’t mean that vape doesn’t affect you at all. It carries health risks like–
Lung carcinogenesis
Cardiovascular disease
Gastroesophageal reflux disorder
Chronic kidney disease
Because of this, many countries have imposed banning and age restrictions. Let’s show you where vaping is legal and illegal.
Criticisms and Backlash: Is Vaping Losing Its Appeal?
Gen Z is one of the most “woke” generations.
Although it’s not the health, other matters have triggered them to stop vaping.
It started with a movement that went viral on TikTok.
“The movement encouraged young people to stop vaping to show solidarity with the people of the Democratic Republic of Congo,” reports news.com.au.
This happened after they learned that children are exploited in cobalt mines to make the batteries for such devices.
Hence, the ‘No smoke for Congo’ trend spread on TikTok.
As more studies appear about the potential risks, some Gen Zers have started to rethink the habit.
Recent reports of vape-related lung injuries and illnesses have made many youths more cautious.
Anti-vaping campaigns are also gaining traction. Such campaigns use social media to spread awareness about the dangers of vaping. It directly challenges the glam-up of vaping.
What’s Next for Vaping in Gen Z Culture?
As the techs advance in vaping, Gen Zs expect vapes to be more sophisticated. In that case, manufacturers may formulate and develop more innovative features like–
Improved safety mechanisms.
Safer e-juice ingredients.
Longer battery life.
More efficient nicotine.
A safer alternative to nicotine.
Better Bluetooth connectivity.
Smartphone app to track usage and customize settings.
Biodegradable and sustainable alternatives.
Sustainable vaping.
Frequently Asked Questions
What percentage of Gen Z vapes?
Forbes says that 11% of Gen Z vape in the US. It’s about 3.4 million people aged between 18 and 24 years old.
Why is vaping so popular among Gen Z?
Vaping appeals to Gen Z because of multiple reasons. Some are–
Flavor variety
Innovative features
Portability
Convenience
Alleged safety
How has social media contributed to the rise of vaping culture?
Through viral videos and influencer promotions, social media contributed to the rise of vaping culture.
Is vaping dangerous for Gen Z?
Although vapes are less harmful than traditional sticks, they still pose health risks, especially related to the lungs.
This makes it dangerous for everyone including Gen Z.
What are the future trends in vaping?
Some future trends include— more innovative features in vaping, more flavor varieties, safer ingredients in juice, and sustainable vaping.
Vaping as a Cultural Marker for Gen Z
Vaping has undeniably become a major part of Gen Z’s identity.
Multiple factors have made vaping appealing to them like–
Innovations
Aesthetics
Customizing options
Social dynamics
As Gen Z continues to grow and change, it’ll be interesting to see whether vaping remains a key part of their culture or fades away as they move on to new trends.
