Nearly one in five online conversations included mentions about how e-cigarettes help with smoking cessation. That is an astounding 20 percent of social media users talking about quitting smoking. Sometimes, brands initiate or harness the conversations, but hundreds of Twitter and Facebook posts are not tied to a specific brand. This creates opportunity.
Whether or not this is accurate, it does point to where vape activists need to focus: quality of life/lifestyle. Lifestyle is the shallow end of the pool, while quality of life is the deep end. The article is geared towards branding, not consumers. This is a paradigm the mainstream is not ready to accept a change on. They are too dependent on the branding model. Let’s change it to consumer driven, not brand driven.