Vaping Culture, A Mostly Man World
Bringing style, convenience and health benefits to nicotine consumption, Vape culture is in full swing – most noticeably among men.
Since the introduction and subsequent break of E-Cigs, APVs and Vape Mods into the mainstream, it is safe to say that Vape culture is a contagiously alluring phenomenon across the board, but particularly so among men. This is not to say that it is any less successful among women of course, but this can likely be attributed to observable historical precedent as well as notable support of the culture among popular male role models. Celebrities like Leonardo DiCaprio and Ben Affleck vape openly in their public lives, and MMA superstar Nate Diaz openly pioneers the use of vape pens as a healthy and beneficial alternative to conventional smoking for the consumption of nicotine.
The Vape industry uses creative advertising and branding campaigns to great effect to establish interest and consumership among 20 and 30-somethings.
These are exciting times for Vape culture, with studies affirming vaping is a safer alternative to smoking, and continuous innovation among manufacturers to create hot products such as the Istick by Eleaf. Vape lounges and shops are steadily increasing in number within major cities, becoming almost as commonplace as tattoo parlors or Zumba workshops. The growing list of safety and convenience benefits of vaping along with effective marketing have propelled the culture into a multi-billion dollar industry in a surprisingly short amount of time, It is wildly successful especially among young adults.
But why the disparity, however slight it may be, in interest and consumership between young men and women? Traditionally, it can be stated with at least respectable certainty that the majority of the high stress manual workforce (ie agriculture, manufacturing, construction et cetera) is comprised of men; long before E-Cigs and APVs, tobacco and conventional cigarettes have been almost an incidental corollary to stressful labor. Gone is the belle epoque of the Hollywood glamorization of cigarettes, when the premier Tinseltown starlets would not only be smoking in their most famous scenes and iconic portrayals, but would also serve as spokespersons for their personal brands on television and radio commercials.
These precedents and noticeable absences would obviously have considerable influence in driving interest and consumership behind cigarettes and their newfangled alternatives. Modern marketing has indeed been catchy and effective, but mostly gender-neutral. With the purported health risks and inordinate stigma attached to even the idea of vaping, the primary promotional medium for Vape culture has been mostly limited to word of mouth and social media, all the while being kept out of many magazines and television, the two media and publication mediums most heavily consumed by women.
Perhaps it will take some time, more studies or possibly society’s acceptance of vaping before advertising and branding campaigns can be launched targeting women, but there is certainly enough interest and success to go around for such a young and exciting culture, with its novelties and mechanical novelties still in the infancy of their development into the mainstream.
- Fox, Lindsay. Vaping – Vape Lounge (2016). Under creative commons copyright.