LGBTQ+
How Big Tobacco Targets Diverse LGBTQ+ Communities
What comes to mind when someone is described as “scum”? A lowlife. A criminal. A degenerate. That’s exactly what Big Tobacco thinks of people who identify as LGBTQ+, even naming a marketing plan targeting LGBTQ+ in San Francisco “Project SCUM.”1
Tobacco companies were among the first to “support” LGBTQ+ communities – but they were never allies. They sought to demonstrate their allegiance by advertising in LGBTQ+ publications and sponsoring community and pride events. They exploit any feelings of isolation and despair this community experiences by promoting smoking as a way to bond with one another and relieve stress.2
Over the past ten years, the smoking rate of LGBTQ+ populations has dropped by nearly half – the biggest drop of any group.3
But Big Tobacco doesn’t just sell cigarettes anymore – they’ve flooded the market with new tobacco products, such as e-cigarettes, to keep people addicted. Unfortunately, the overall tobacco use rate for LGBTQ+ populations is still high at 24 percent.4
LGBTQ+ communities don’t need Big Tobacco to keep their pride.
The proof is in the data
Indicator | LGBTQ+ | General population |
|---|---|---|
Adult tobacco use | ||
1. Adult cigarette use: Adult cigarette smoking prevalence Lesbian, Gay, Bisexual, or Transgender | 8.3% | 6.7% |
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2. Change in adult cigarette use: Rate of change in adult cigarette smoking, 2014 to 2020 Lesbian, Gay, or Bisexual, Age 18-70 | -56% The 2020 estimate is significantly lower than the 2014 estimate. | -46.4% |
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3. Adult tobacco use: Adult tobacco use prevalence (e.g., cigarettes, e-cigarettes and other vaping products, other tobacco products) Lesbian, Gay, Bisexual, or Transgender | 15.7% The estimate is significantly higher than the California general population. | 11.3% |
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Youth tobacco use | ||
4. Youth cigarette use: Youth cigarette smoking prevalence | 2.9% The estimate is significantly higher than the California general population. | 1.2% |
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5. Youth tobacco use: Youth tobacco use prevalence (e.g. cigarettes, e-cigarettes and other vaping products, other tobacco products) | 14.1% The estimate is significantly higher than the California general population. | 9.7% |
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Availability of tobacco & tobacco industry influence | ||
6. Cheapest cigarettes: Average price for the cheapest pack of cigarettes | $7.20 | $7.11 |
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7. Flavored little cigar price: Average price for a single flavored little cigar/cigarillo | $0.98 | $0.97 |
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8. Tobacco stores: Density of stores selling tobacco per 100,000 residents | 87.4 The estimate is 10.0 stores per 100,000 higher than the California general population. | 77 |
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9. Flavored tobacco: Proportion of stores that sell flavored non-cigarette tobacco products | 83.3% | 81.8% |
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10. Menthol cigarettes: Proportion of stores that sell menthol cigarettes | 85.8% | 88.3% |
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11. Tobacco advertising: Proportion of stores that keep 90% of their storefront free from any advertising | 42.8% | 40.1% |
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Secondhand smoke | ||
12. Adult secondhand tobacco exposure: Proportion of adults exposed to secondhand smoke or vape Lesbian, Gay, Bisexual, or Transgender | 49.9% The estimate is significantly higher than the California general population. | 35.2% |
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13. Youth secondhand tobacco exposure: Proportion of youth exposed to secondhand smoke or vape | 40.4% The estimate is significantly higher than the California general population. | 33.1% |
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14. Smoke-free homes: Proportion of adults with smoke-free homes Lesbian, Gay, Bisexual, or Transgender | 86% The estimate is significantly lower than the California general population. | 91.8% |
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Cessation | ||
15. Quitting: Proportion of smokers who tried quitting in the last 12 months | 66.1% | 55.6% |
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16. Doctor advice to quit: Proportion of smokers whose doctors advised them to quit Lesbian, Gay, Bisexual, or Transgender | 42.8% | 46.8% |
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Kick It California | Percent of enrollees | Percent of smokers |
17. Kick It California enrollees: Proportion of Kick It California enrollees Lesbian, Gay, or Bisexual | 9.2% | 8.6% of smokers are LGBTQ+ |
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A Story of Inequity
Tobacco’s impact on health disparities in California
For decades, the tobacco industry has aggressively targeted California’s diverse communities with predatory practices. Internal documents from Big Tobacco outline their strategies – many of which are shocking attempts to peddle deadly products by way of product discounts and manipulative advertising. They even gave away free products to youth in the past. These tactics masquerade as support for communities under the guise of cultural celebration.
Unfortunately, the tactics have worked. Big Tobacco aggressively targeted communities and, as a result, some populations have higher rates of tobacco use, experience greater secondhand smoke exposure at work and at home, and have higher rates of tobacco-related disease than the general population.1
Addressing tobacco-related health inequities is key to California’s efforts to fight tobacco, our state’s number one cause of preventable death and disease.2 Tobacco use, pricing, and its impact across California were analyzed where significant disparities were found across various populations. See how Big Tobacco affects each community in the Nation’s most diverse state.