Is smoking back?

This episode of Today Explained explores the surprising resurgence of smoking culture among Gen Z, not as a widespread health trend but as a powerful aesthetic and social phenomenon. Host Marnie Rose McFall, a Newsweek reporter covering Gen Z's online zeitgeist, explains that while actual cigarette use hasn't increased—data shows declining rates among young adults—there's a massive spike in 'smoking poses' on platforms like Pinterest and TikTok. Celebrities like Sabrina Carpenter, Chappell Roan, and Lady Gaga are frequently photographed with cigarettes, a trend she traces back to Charli XCX’s 'Brat' era. The episode delves into why this is happening: smoking has become a symbol of rebellion against wellness culture, a social icebreaker in an era of isolation, and a way to reclaim agency in a stressful world. However, the conversation shifts to nicotine itself, which is gaining popularity not in cigarettes but in safer forms like pouches and patches. Sarah Todd from Stat reports on how wellness influencers, biohackers, and even right-wing figures are promoting nicotine as a cognitive enhancer and performance booster. While nicotine is not carcinogenic, it remains highly addictive and raises concerns about youth use and long-term health effects. The episode concludes with a critical look at the marketing behind these products and the potential risks of normalizing nicotine use under the guise of productivity and wellness.