Moving tobacco control to the forefront of the African-American community

Objective: To understand existing challenges in mobilizing the African American community in California towards adopting a tobacco-free lifestyle given its higher smoking prevalence.

Methods: We conducted three two-hour focus groups with African American consumers in three California cities (Los Angeles (LA), Berkeley, and Sacramento) for a total of nine groups (n=8 per group). Each group was stratified by smoking status and age: non-smokers (ages 26-50), younger smokers (ages 24-34), and older smokers (ages 35-56). Respondents were asked to write down initial responses prior to discussion to mitigate group effect. A grounded theory approach was used to analyze qualitative responses.

Findings: The overwhelming majority stated that they hoped to quit smoking someday, with most having made a quit attempt due to a life-changing event such as the birth of a child. When asked what aspect of smoking bothered them the most, smokers tended to mention the smell, followed by taste, and cost. Overall, negative health consequences were stated as a minor concern. There were differences by city on how non-smokers engaged with tobacco use as a topic, with those in LA appearing to disconnect from the issue of smoking while those in Berkeley seemed to take active steps to get their loved ones to quit. Respondents were extremely sensitive to being targeted in advertising, with most being aware of how the tobacco industry disproportionately targets this community.

Implications/Conclusions: There are educational opportunities to heighten awareness among African American community members regarding the harmful and sinister tactics of the tobacco industry.