David AFOLABI
From workplace stress and hustle culture to nightlife, gaming and social identity, nicotine use is increasingly shaping the lifestyles and coping habits of younger generations.
Nicotine consumption among younger populations is no longer confined to traditional cigarette smoking. Over the past decade, nicotine products such as vapes, nicotine pouches, heated tobacco devices and flavoured e-cigarettes have increasingly entered youth culture through subtle but powerful associations with stress relief, ambition, social belonging and digital lifestyles. What was once viewed largely as a harmful habit is now being reframed by many young users as a coping mechanism, a social accessory and even a performance enhancer.
This shift reflects broader changes in how younger generations experience modern life. Rising academic pressure, workplace competition, urban isolation, digital hyperconnectivity and nightlife culture have collectively created environments where nicotine is marketed and often perceived as a tool for survival, productivity and identity formation.
Stress And Emotional Escapism
One of the strongest drivers behind nicotine use among younger people is chronic stress. Students, early-career professionals and gig workers are increasingly exposed to demanding schedules, financial uncertainty and social pressure. In this environment, nicotine products are often positioned as quick emotional regulators.
Many users report turning to nicotine during moments of anxiety, burnout or emotional exhaustion. The temporary stimulation and calming sensation created by nicotine can provide short-lived relief from stress, making it psychologically reinforcing. Over time, however, this relief cycle can deepen dependence, as the brain begins associating nicotine with emotional stability and concentration.
Unlike older generations, who may have associated smoking primarily with rebellion or adulthood, younger users are more likely to see nicotine as a functional coping mechanism. It becomes integrated into routines such as studying late at night, working under deadlines, or decompressing after emotionally taxing situations.
Mental health professionals have increasingly expressed concern that nicotine use is becoming normalised as a self-management strategy for stress, particularly among individuals who may lack access to healthier coping systems or mental health support.
Dr. Vivek Anand Padegal, Director, Pulmonology, Fortis Hospital, Bannerghatta Road, Bengaluru, said, “Nicotine addiction among younger populations is evolving far beyond traditional cigarette smoking and is now deeply intertwined with modern lifestyle culture.”
Dr Padegal further highlighted that we are increasingly seeing nicotine use linked with stress, long working hours, nightlife, gaming environments, social media trends, fitness culture, and even productivity-driven routines. A lot of young people start seeing vaping (nowadays they come in different flavoured varieties), cigarettes, or nicotine pouches as if they’re practical tools for calming down, sharper focus, emotional escape, or just fitting in socially, without fully understanding the long-term health consequences and addictive potential.
Productivity Culture And The “Performance” Myth
The rise of hustle culture and hyper-productivity trends has also contributed to nicotine’s resurgence among young adults. Social media platforms are filled with imagery and narratives glorifying long work hours, constant output and relentless ambition. Within this environment, nicotine is sometimes perceived as a stimulant that enhances focus, alertness and work performance.
Many young professionals and students use nicotine while working, coding, editing, studying or participating in high-pressure creative industries. Some describe it as helping them stay mentally “locked in” during long hours of concentration. Vaping devices in particular have become popular because they are discreet, portable and easy to use indoors or during work breaks.
This mirrors earlier historical patterns where cigarettes were heavily linked with workplace culture and intellectual productivity. However, modern nicotine products are often marketed through sleek branding, technology-inspired aesthetics and lifestyle-driven messaging that resonate strongly with younger consumers.
The danger lies in the illusion of enhanced productivity. While nicotine may temporarily increase alertness, dependence can gradually impair concentration, sleep quality and emotional regulation. Users may begin relying on nicotine not to improve performance, but simply to function normally without withdrawal symptoms.
Nightlife, Socialising And Urban Identity
Nicotine use has also become deeply embedded within nightlife and urban social culture. In clubs, bars, music festivals and social gatherings, vaping and smoking often function as rituals of connection and inclusion. Sharing a vape, stepping outside for a smoke break or participating in social smoking circles can create moments of bonding and belonging.
For many younger users, nicotine products are no longer viewed solely as substances but as lifestyle accessories. Devices are designed with colourful aesthetics, flavours and compact designs that align with fashion, music and nightlife trends. In some social spaces, vaping is perceived as trendy, modern and socially acceptable in ways that traditional smoking no longer is.
This social dimension is particularly influential during adolescence and early adulthood, when identity formation and peer validation are highly significant. Young individuals may adopt nicotine use not necessarily because of addiction initially, but because it becomes associated with confidence, maturity, attractiveness or social acceptance.
The influence of nightlife culture also intersects with alcohol consumption and sleep disruption, creating patterns where nicotine becomes part of broader cycles of stimulation and escapism.
Dr Sachin Baliga, Consultant – Psychiatrist, Fortis Hospital, Bannerghatta Road, Bengaluru, said, “Nicotine addiction among younger individuals today is increasingly linked not only to substance use, but also to emotional coping, identity, and social behaviour.”
Dr Baliga further noted that a lot of young people reach for nicotine as a way to manage stress, anxiety, loneliness, work-related strain, emotional exhaustion, or even just to remain sharp during long hours of studying, gaming, or late-night life. In certain friend groups, nicotine use starts to feel connected to image, fitting in, and online culture, too, and that can make it psychologically
