Younger generations aren’t just growing up online

For today’s young people, online content isn’t a backdrop to daily life—it is daily life. Streaming platforms, short-form video, and social media don’t just entertain; they influence how young people see themselves, their health, and what behaviors are seen as normal or aspirational. Movies, television, and streaming content still have influence, but as the digital ecosystem expands, so does its power to shape choices—for better and for worse.

Take smoking, for example. The notion of cigarette nostalgia has unwittingly sparked a slew of recent news stories about the perceived increase in smoking on screens. The impact of that imagery? Tangible.

While celebrities like Charlie XCX and Jeremy Allen White may not fully grasp the influence that their content is having on young viewers, research shows that when smoking is glamorized, it directly shapes youth attitudes and behaviors around nicotine, ultimately putting young audiences at heightened risk of addiction.

IMAGERY MATTERS

Our recent report offers that out of the top films in 2024, more than half include tobacco imagery—an increase of 10% over the year prior. And nearly 17 million young people were exposed to tobacco imagery through popular streaming shows just in 2023. 

This imagery isn’t without consequence. It can triple a young person’s likelihood of starting to vape and make it harder for those already addicted to nicotine to quit successfully. 

Often dubbed the “JUUL Generation,” e-cigarette use is greatest among 18-24 year-olds. For Gen Z, the stakes are high, with one in five now risking long-term addiction.

THE SCALE OF MEDIA CHANGED

One thing that makes this moment different from past media eras is scale. Streaming platforms release entire seasons at once. Algorithms surface content repeatedly. Scenes don’t disappear after a weekly airing. Instead, they live on through clips, memes, and edits that circulate far beyond their original context. A single portrayal can echo across platforms and get amplified in ways that creators or producers never anticipated.

The impact isn’t just for substances like nicotine, either. Similar outcomes have been seen among this generation when it comes to topics like body image and eating behaviors, violence, mental health narratives, and gambling or sports betting. Exposure to the portrayal of these issues can increase the likelihood of imitation and the effect can be life-altering.

WE PLAY A ROLE

The takeaway is that digital platforms, entertainment companies, and creators all have a role to play in protecting young audiences. The influence they wield on culture can shape norms on a population level. With that influence comes opportunity.

Society has seen tremendous success by putting warnings on content containing domestic violence or suicide references, while making resources available to viewers. These practices should be used for tobacco too—including offering resources to help young people quit. Creators should not be unpaid spokespersons for the tobacco industry, or any other issue they are inadvertently promoting. Equally, platforms should have content that reflects reality: Addiction isn’t beautiful, and quitting is difficult, but more achievable with support.

Today’s youth are shaped by scrolling, streaming, and sharing. The question isn’t whether online content influences behavior, but whether we’re willing to use that influence intentionally.

This next generation deserves stories that inspire, transparency on issues that matter, and solution-forward thinking. At the end of the day, they deserve a digital landscape that takes ownership of the imagery it puts forward. And it should be done in a way that advances the healthier futures the next generation says they want, but also one mindful of the vision for the future that they’re being offered.

Kathy Crosby is president and CEO of Truth Initiative.