Marketers spend billions trying to persuade consumers that a product is right for them. But our research shows that sometimes the most effective way to market something is to say that it isn't for them. In other words, effective marketing can mean discouraging the wrong customers rather than convincing everyone to buy. We call this "dissuasive framing." Instead of saying a product is perfect for everyone, a company is up front about who it might not be for.
Around 7.5% of 16 to 24-year-old-men are using the small sachets that fit under the top lip, compared with 1.9% use among young women and 1% among adults overall. Most pouch users - estimated to be around half a million people - also smoke or vape, and a growing number are using them to give up smoking, University College London researchers found.