Smoking: The brand is mightier than the word

13 NZer's die each day from tobacco and yet 600,000 of us still smoke. Why? And how can we help those who want to quit? Without being a 'nanny state'? 

Tax works, to a degree. Raising prices works, to a degree. Smokefree bars and places work, to a degree. Plain packs work, to a degree. They've all helped change smoking from something 'normal' to not normal - especially if you're young. We've cut the social capital of smoking so young people aren't even starting. And that's superb (and not easy, it's taken a long time). 

But for a lifetime smoker, a person who smokes, a lot, everyday, price rises and household budgets can be rationalised and adapted, smoking can be done 4 steps away from smokefree areas and when I buy, I buy by brand, a brand connection that's been part of my life, a life saturated by some of the best advertising (and biggest budgets) in marketing history - and it's stuck. 

I am 'The Marlboro Man'. 'Benson and Hedges' does give my life a 'golden glow'. Brand loyalty is very high in lifetime smokers. Not surprising, it's a perfect product to brand. It generates a neurological, biochemical and psychological response - a 'perfect storm' for marketers that's beyond 'sticky', it's 'invasive'. That's why plain packs will not affect habitual smokers too much unfortunately, the brand is mightier than the word. (Plain packs will be another strong limiter for youth though)

Add in the macro economic factors - when GDP goes up, smoking goes up and smokers smoke more premium brands (Phillip Morris reported an increase in sales in NZ this year - how can that be?). 

Conversely, when cigarette tax goes up, smoking goes down. But the net effect in NZ for Maori and Pacific is an increase in smoking rates (that are already high). Ironically it looks like our low unemployment rate is keeping our smoking rates high. The increase in personal disposable income and the financial confidence that comes with that, the 'wealth effect', outweighing the 'costs' of smoking.

Unless you're poor, then smoking is one of the few opportunities left where you're in control of your day. It's worth the 'cost' to own that piece/peace of your life.

So the levers that we've used to create 'first and best in the world' smokefree action in NZ are not likely to work for the next changes we need to make to get NZ Smokefree by 2025.

Time to get creative. Time to get disruptive. The Change Lab is incubating a plan with Hapai and the Cancer Society .... watch this space.

(photo credit: nuno silva)