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A recent analysis of national survey responses published in the open-access journal BMJ Public Health has shed light on evolving motivations for smoking cessation among adults in England. While health concerns continue to drive more than half of quit attempts, the study highlights a notable uptick in the significance of cost as a deterrent to smoking, particularly in recent years.
The research, conducted by examining data from the ongoing Smoking Toolkit Study spanning from March 2018 to May 2023, delved into the reasons behind individuals’ attempts to quit smoking. The study encompassed factors such as health concerns, social influences, advice from healthcare professionals, and the impact of the COVID-19 pandemic on motivations for quitting.
Out of over 101,000 survey respondents during the study period, around 17,800 reported smoking within the past year, with 34% of them making at least one serious attempt to quit during that time. Health concerns emerged as the primary motivator, cited by 52% of participants, with future health worries accounting for a significant portion at 35.5%.
However, what stands out in this analysis is the increasing role of cost as a driving force behind smoking cessation efforts. Over the study period, the proportion of quit attempts motivated by cost rose significantly from just over 19% in March 2018 to nearly 25.5% in May 2023. Conversely, the proportion of attempts motivated by health professional advice experienced a notable decline, dropping from over 14% to 8.5% over the same period.
The researchers attribute this shift in motivations partly to the impact of the COVID-19 pandemic, which prompted changes in societal attitudes and economic circumstances. The pandemic’s onset in March 2020 likely heightened health concerns among smokers, leading to an increase in quit attempts motivated by future health worries. However, as vaccination efforts progressed and immediate health threats subsided, the focus shifted to economic pressures exacerbated by the pandemic, such as job losses and financial strain.
The study underscores the importance of tailoring smoking cessation interventions to address evolving motivations, particularly the growing significance of cost considerations. Communicating the potential financial savings associated with quitting smoking, even when switching to alternative nicotine products, could prove effective in motivating cessation efforts.
While the findings provide valuable insights into smoking cessation trends in England, the researchers acknowledge limitations, including the reliance on self-reported data and the unique context of England’s tobacco control policies and healthcare system.
Nevertheless, the study offers valuable implications for public health initiatives and clinical practice, emphasizing the need to adapt strategies to address changing motivations and societal dynamics in smoking cessation efforts.
