Adults Who Smoke
For adults who smoke, transitioning to smoke-free products is a journey. The motivations to start are deeply personal and the challenges encountered along the way are unique and complex.
At Altria, adult tobacco consumers are at the center of everything we do. By deeply understanding their journey to smoke-free products, we are able to build empathy for adults who smoke and create a harm reduction framework that provides them with what they deserve and want as they move beyond smoking.
To better understand their journey, we conducted an ethnographic consumer research study called Project 21. The study followed 21 adults who smoke over 21 days and through check-ins and video diaries, we heard about their motivations to transition and challenges they faced along the way.
Watch our scientists discuss the importance of reaching diverse audiences when communicating about harm reduction and cessation.
Hear from Brent as he sheds light on the challenges adult tobacco consumers face in making informed choices and the need for accurate information and smoke-free options.
Project 21 video: Five adult participants from Project 21 share their unique journey to smoke-free products.