Loading ...Understanding Why Smoking Continues to Have a Foothold in Arab America
According to a nationwide survey by Gallup, American smoking rates are at an all-time low. From 2012 to 2022, cigarette rates dropped by over 20% among adults. This is equivelent to only having one in eight adults smoke. Such a dip comes following a growing awareness about the dangers of tobacco cigarettes. Globally, smoking is the leading cause of preventable death, disease, and disability. Unfortunately, among the demographics who are still smoking, evidence suggests that some are more disproportionately impacted by it than others.
In the US, this includes the Arab community, which has long struggled with controlling smoking rates. The Arab American Institute states that the nearly four million Arabs in the US exhibit some of the highest rates of smoking and lowest rates of cessation. While the national smoking average is at 14%, Arab American communities have rates up to 60%. But why is this the case? Read on to find out.
The state of smoking in Arab America
Compared to other communities, Arab Americans view tobacco use as socially acceptable. Mostly, this is because smoking in Arab cultures is not seen as a solo activity but rather as something that is to be done as a group. Case in point, a New York Times report on Dearborn – the US’ first Arab-majority city – revealed that most residents consider their first hookah experience as a “rite of passage.” As such, the communal and bonding aspect of smoking is ingrained in Arab Americans from the get-go. Thanks to this positive framing, it is then easier to overlook the risks associated with smoking. This perception extends to regular cigarettes, with researchers from Johns Hopkins University Press noting that the use of commercial tobacco products alongside more traditional hookahs in Arab American circles is a daily occurrence.
For many Arabs in the US, especially those who immigrated at an older age, smoking is a way to reconnect with their roots. Because it is a normative hobby in Arab regions, partaking in it in the US can create a sense of normalcy and comfort. It is for this reason that hookah lounges are exceedingly popular in most Arab-populated cities, and hookah rentals for special events are commonplace.
Finally, there is also the concerning issue of how tobacco products are advertised to Arab communities. An article shared on The Jerusalem Post revealed that IQOS media portrayals were more favorable in content made for Arab consumers. This included misleading articles about the heated tobacco device’s safety, accessibility, and social benefits. Given that many Arab Americans still review Arabic content outside of the US, it’s then very easy for this biased marketing to reach and influence them. Historically, this kind of targeted marketing has almost always been directed outside of White communities. For instance, Big Tobacco is known for aggressively peddling tobacco cigarettes to African Americans in the US as a means of creating a dependency within this demographic.
What should be done
Because smoking has a deep and emotional hold on Arab Americans, cessation efforts must be more nuanced. To start, it would help to increase overall awareness around alternatives. Switching to alternatives is a more effective and sustainable smoking cessation method because it’s less likely to result in withdrawal symptoms.
To encourage this transition among those who have deep emotional ties to smoking, it’s best to highlight some of the incentives they may get. For example, take a look at ZYN’s reward program. Currently one of the most popular brands of nicotine pouches, ZYN is offering coupon codes for every purchase that can be used to redeem loyalty prizes. These prizes range from low-value gift cards to more high-ticket electronics, such as sound systems, tablets, and air fryers. Having this rewards system in place can help motivate users to stick to alternatives rather than relapsing. Aside from material perks, it may also help to highlight any special features that can improve user experience. For instance, Njoy’s flavor offerings include an FDA-approved menthol e-cigarette. Apart from making the tobacco cessation journey more pleasant, these can discourage smokers from reverting back to menthol cigarettes, which have been found to be even more harmful than plain tobacco.
Government officials also have to start more aggressively sharing the real risks of smoking in a way that is culturally relevant. This means sharing facts and figures centered on Arabs rather than just blanket minority reports. Otherwise, it’s easy for Arab American communities to misunderstand cessation initiatives. Just a few years ago, something already similar happened when the Dearborn City Council proposed an ordinance that banned smoking from all city-owned parks. This was widely viewed as “anti-Arab,” despite associations like Arab Community Center for Economic and Social Services (ACCESS) saying such an action was actually a means to preserve community well-being.
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