Counter-engineering tobacco marketing strategies targeting young adult Hipsters

Significance: Tobacco marketers used “psychographic” characteristics (general attitudes, social groups, activities) to develop targeted advertising for socio-cultural groups of young adults. These psychographic measures can also be used to develop strategically targeted tobacco control interventions.

Objective: Identify a high risk subgroup of young adults (18-26 years old) in San Diego and develop a counter-marketing intervention to decrease tobacco use.

Methods: Venue date time sampling was used to identify a baseline random sample of 1198 attendees at “Hipster” bars and clubs in San Diego. We measured socio-cultural group affiliations, attitudes about smoking, social norms, and past 30-day smoking prevalence. Key informant interviews further detailed Hipster cultural values. A second random cross-sectional sample of 1200 surveys was collected in October-January 2009 after implementation.

Results: Hipsters had a high smoking prevalence at baseline, with 55.9% past 30-day smokers, and 28.3% regular (20 of past 30 days) smokers. A social branding intervention was developed which included a smokefree brand tailored to Hipster values, bar and club events, utilizing peer leaders as brand ambassadors, local promotional activities, targeted anti-tobacco industry messaging, and providing social support for smoking cessation. The intervention changes the perception that smoking is a natural part of the Hipster subculture, with associated changes in attitudes about the tobacco industry, social norms and smoking behavior.

Discussion: A psychographic segmentation strategy adapted from the tobacco industry can be applied to identify a high risk target for tobacco control interventions. Social branding strategies can be used to develop a culturally appropriate tobacco counter-marketing intervention.