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Cigarettes Are Cool Again and Health Advocates are Worried

We explore the return of smoking's coolness, and how the glamorization of cigarettes complicates the public health conversation around nicotine.

Jun 16, 2026

Grace Won

A woman is holding a smoking cigarette. (Jens Kalaene/picture alliance via Getty Images)

Airdate: Wednesday, June 17 at 9 AM

Cigarettes are cool again…especially with GenZ. Despite decades of anti-smoking campaigns, you’re likely to see more young people smoking in films, at bars, on street corners, and in social media feeds. Researchers tie the trend to Y2K nostalgia, soft nihilism, and a turn away from “clean girl” wellness culture. Actual youth smoking rates are still at historic lows, but we’ll explore how glamorization complicates the public health conversation around nicotine.

Guests:

Pamela Ling, professor of medicine, UCSF; Ling studies the tobacco industry marketing strategies targeting young adults, women and other high risk populations

Kevin Truong, business editor, The San Francisco Standard; Truong co-wrote the piece "They Know It Kills You. Gen Z is Smoking Cigarettes Anyway"

Degen Pener, journalist; Pener wrote the piece "Cigarettes Get a Sequel: Hollywood's 'Cool' Habit Is Back"

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