Social values and psychographic segmentation of tobacco and nicotine users and non-users. : H14-345/2020E-PDF

"The Government of Canada made the commitment to reduce tobacco use to less than 5% by 2035 in order to help combat the prevalence of chronic diseases, such as cancer, respiratory ailments, and heart disease. In order to achieve this goal Health Canada created a robust surveillance program capable of pinpointing a variety of statistics related to smoking and vaping; from the number of cigarettes an individual smokes per day, to how old they were when they had their first cigarette or vape. While this data has provided a variety of insights and information with regards to demographics (age, gender, province, income, etc.) there is still limited understanding as to who people who smoke or vape are on a more personal level. The aim of this research was to understand their morals, values, belief systems, health views, etc. The specific objectives were to explore whether or not there are different segments within the smoking and vaping population with whom different messages would resonate stronger than those currently inuse. The research focused on vaping, while youth smoking rates are at historic lows, youth vaping is currently increasing at an overwhelming rate particularly among youth 16 and 19, thus Health Canada wanted to further understand this phenomenon"--Executive summary.

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