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Article Article While cigarettes appear to be making a comeback thanks to Gen Z, YPulse data shows the reality is more nuanced than it seems 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 occasionalnot a daily habit, more like a little treat reserved for specific social moments But fewer Gen Z say theyve 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 Zs risky behaviors were at historic lows, vaping had emerged as their signature vice

Among them are price, quality of tobacco and materials, ambitious communication, limited availability, and the brands ability to update and adapt within the tight constraints of the tobacco industry

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