Tobacco use in context: Newport brand preference among young adult urban African Americans

Large gaps in knowledge and research on the smoking rates and behavior of non-college attending urban African American young adults (18-24 years of age) exist. Indeed, despite the fact that they make up a particularly vulnerable group that tobacco companies have spent creative energy and increasing amounts of money to target. Sixty-four percent of a community sample of urban young adult African Americans enrolled in work-education training programs in Baltimore were found to be smokers; 96% of them smoke exclusively Newport brand cigarettes. Using a community-based participatory research approach, the study was conducted as a co-learning process. A volunteer, convenience sample of 18-24 year olds enrolled in work-education training programs in Baltimore were interviewed using four focus groups with twenty-nine individuals and seven follow-up in-depth interviews to understand tobacco use and the socio-cultural context in which the decision to smoke Newport cigarettes is made and adopted. Newport was identified as the only brand smoked by the group and the larger African American community in Baltimore. Smoking Newport was described as “hereditary” and part of the culture in this group. Even non-smokers reported a positive brand association with Newport. Smokers in the study reported being addicted to Newport—not cigarettes or tobacco in general. Due to the predominance of Newport cigarettes, successful interventions to reduce smoking in this community must address this overwhelming brand preference.