intense labor and further exploitation of enslaved people.
Following the end of slavery, the tobacco industry transitioned from exploiting the Black community for labor to exploiting and targeting Black people to use tobacco products. Corporations like RJ Reynolds even went as far as to place a plethora of advertisements and promotions for menthol cigarettes in racially segregated neighborhoods.
Although African Americans, on average, smoke fewer cigarettes and start cigarette smoking at older ages compared to their white counterparts, African Americans are more likely to die from smoking-related diseases, including heart disease, stroke and cancer.
According to 2019 estimates, 14.9% of current tobacco use is from African Americans and E-Cigarette use is even lower, at 3.4%. The ramifications of a long history between tobacco and the Black community are dire, but we have the capability to resist and persist in the ways that our ancestors did to secure our joy and freedom.
Curbing tobacco usage is not and has never been as straightforward as just deciding to stop. Addressing the systemic barriers that lead to increased stress levels and thus tobacco usage in our community.
The cultural and historical significance of tobacco in our community as a social bonding tool makes this issue even more difficult. Although it will take significant time and policy to address each of the barriers- housing, transportation, debt, discrimination, etc. – that cause the added stressors in our community, there are many stress-reduction tools that our community can access such as yoga, meditation, exercise, music deep breathing exercises and more. Many of those stress-reduction techniques are even more successful in community-based settings.
Juneteenth was built around community support and advocacy; it is only right to continue it through tobacco cessation and stress reduction as a community.
To continue the traditions of our ancestors not only means community celebrations through music, food, and games, it also entails continuing to radically change the circumstances of our community and that includes minimizing the generational harm substances have on our community members.
Our story is one of resilience and resistance despite the efforts of people who intend to oppress us. While we celebrate Juneteenth, we should celebrate our continued ability to change and shape our current circumstances, including the way that we engage with tobacco.
Veronica Joseph is an Advocacy and Engagement Chair at Emory University, Rollins School of Public Health Behavioral, Social, and Health Education Sciences.