Many politicians have previously attempted to position the vape industry as “Big Vape” much like other industries, such as “Big Oil” or “Big Tobacco” or “Big Tech”. What does this mean? The very presence of the adjective “Big” insinuates that the industry has ties to monied corporate interests that put profits ahead of people. In addition, this includes ties to politicians who may pass legislation that may favor that certain industry. Here is why “Big Vape” is in no way associated with Big Tobacco.
Not That “Big” Of A Deal
What the vaping industry set out to do is provide alternative nicotine products to a market that included traditional cigarette smokers. Many people utilized vaping products as a way to reduce their dependence on nicotine. Many of the companies that have been called “Big Vape” are mostly smaller businesses and not multibillion-dollar corporations with shareholders. eJuices.co is considered a small to medium-sized company.
The traditional cigarette has an average of 10mg of nicotine, and we know that there are 20 cigarettes in a typical pack. Many people tend to report smoking one or two packs a day. Vape juices tend to contain between 3mg to 50mg in a single bottle. The most commonly sold nicotine strengths are 3mg and 6mg, while nicotine salts have 35mg or 50mg of nicotine. Assuming one smokes one or two packs a day, they are consuming anywhere between 200mg to 400mg nicotine daily.
Many of the vaping manufacturers started out as small businesses whose goals were to provide alternative nicotine products for adult consumers who were using traditional nicotine products. From the very beginning, the vaping industry was concerned about customers’ experiences with vaping products and guiding customers through their experiences by providing a variety of products to vapers, as opposed to Big Tobacco quickly turning a profit to please shareholders who may have no interest in the welfare of their customers.
The Sports Comparison
To better explain this comparison between “Big Tobacco” and “Big” Vape, we can turn to the world of sports. There are team owners who view the team as a business investment rather than something they can take responsibility for and grow along with the fans. A good example of this business investment approach is the NBA’s New York Knicks. The Knicks owner, James Dolan, sees the team as a number in an investment portfolio. Dolan himself is also in many other industries, such as media, and also owns a number of other sports teams such as the WNBA’s New York Liberty and the NHL’s New York Rangers. While the team does draw crowds every year, the performance of the team is often abysmal and is criticized frequently by sports analysts and fans alike, with many people openly calling for Dolan to sell the team. Therefore, traditional nicotine products are often criticized and many restrictions are already in place when it comes to the marketing of such products, which leaves customers to believe that they are just another number in the investment portfolio.
On the other hand, there are teams around the world that are fan-owned, although this is more common in Europe than in the United States. The soccer team FC Barcelona, one of the most followed and successful sports teams in the world, is fan-owned and is concerned with the growth of the team. While the team is also concerned with balancing the books, it also has one of the most successful sports academies in the world (La Masia) with players such as Lionel Messi and Andres Iniesta coming directly from the academy. This team draws crowds every year, and many people feel passionate about the club; the club’s own motto is mes que un club (more than a club). Vaping, therefore, can be compared to fans who are invested in the industry and would like to see it succeed. The vaping industry is concerned about the customer experience with vaping and the journey these customers are taking, with many flavors available to suit a variety of vapers. Whether you like fruit, dessert, or even still enjoy the taste of classic tobacco, there is something for every vaper.
Co-Opting Vaping
Tobacco companies have tried to co-opt the vaping movement, namely Philip Morris, one of the largest Big Tobacco companies in the world. One example of this is iQOS, Philip Morris’s own smoke-free tobacco vaping product. This has given the impression that Big Tobacco is connected to the vaping industry. This has led to various health professionals criticizing the vape industry as well. American Heart Association (AHA) CEO Nancy Brown said, “The industry’s lies don’t just sound like Big Tobacco—the industry is Big Tobacco.”
As we previously discussed, Big Tobacco views customers as a number in an investment portfolio, while the vaping industry views customers as people with wants, needs, and experiences who need these alternative nicotine products to improve their quality of life. Many vaping manufacturers and companies such as eJuices.co have a track record of advocating for the vape industry and its companies, particularly through advocacy groups such as the Vapor Technology Association (VTA) or the Consumer Advocates for Smoke-Free Alternatives Association (CASAA).
Ironically, some anti-tobacco professionals have also come out against the AHA’s #QuitLying campaign. “The American Heart Association’s lies are leading more people to smoking because by making smokers think that vaping is no different than smoking and that it can’t help them quit, they are undoubtedly persuading many ex-smokers to switch back to cigarettes,” said Dr. Michael Siegel, a professor at the Boston University School of Public Health, who also runs an anti-tobacco blog.
Big Tobacco and the vaping industry are not one and the same. As a shop owner, you have a lot of leverage in your community to advocate on behalf of your customers. Use social media to collect customer experiences that will inspire others during their vaping journey and experiences, and talk to your customers so you can attract more people to your shop to learn the truth about vaping. If you have any questions or concerns, you can always contact your eJuices.co account manager or sales representative. We’re looking forward to hearing from you!