W alk through any Arkansas college campus today, and you’ll notice a trend that reflects what’s happening across the country: More young people are using vaping and tobacco products.

But these patterns aren’t just about individual choices — they’re the result of longstanding marketing strategies by the tobacco industry, which for decades has focused much of its attention on Black, Latino and Indigenous communities.

In Arkansas, nearly 1 in 4 adults (22.9%) still smoke cigarettes, a rate significantly higher than the national average.

Menthol cigarettes — heavily marketed to Black communities — are used by nearly 9 in 10 African American smokers nationwide, contributing to disproportionate tobacco-related health disparities.

Among Arkansas high school students, more than 1 in 4 (25.6%) reported using e-cigarettes in 2021, with minority youths disproportionately affected by aggressive vaping marketing tactics.

That’s why the work of the Minority Research Center on Tobacco and Addiction (MRC) at the University of Arkansas at Pine Bluff is so critical.

One of our latest research grants went to Dr. Derek Slagle, director of UA Little Rock’s Public Affairs & Survey Research Center, to conduct an in-depth analysis of the Arkansas Collegiate Substance Use Assessment — the only statewide survey capturing self-reported substance use among college students.

Dr. Slagle’s research focused specifically on tobacco and vaping use among minority students, providing the kind of culturally specific data our state has long needed.

Here’s what Dr. Slagle’s research found:

Black students were more likely to report never having used tobacco products and tended to start later than their white peers. That’s encouraging.

But paradoxically, these same communities continue to suffer from disproportionate tobacco-related health disparities, from lung cancer to heart disease.

Family history and social influences play a major role in student tobacco and vaping behaviors — underscoring the need for community-rooted interventions.

Perhaps most striking, students at colleges without comprehensive tobacco-free policies were more likely to report tobacco and vaping use.

This highlights a simple truth: policy matters. Stronger campus policies, combined with culturally relevant outreach, can make a real difference.

Why is this so urgent? Because while tobacco use among young adults is generally declining, vaping is surging, fueled by the false belief that it’s a safer alternative.

Tobacco companies know this and are exploiting it. Their playbook hasn’t changed. Their tactics have evolved, but the underlying strategies remain consistent — from menthol cigarette promotions in the 1980s to today’s flavored vape ads that often feature influencers and target youths of color.

The difference today is that we have more than just anecdotes — we have data. And we have the collective will to use it.

Through the MRC, we’re not just funding research — we’re helping amplify it.

Dr. Slagle’s team is sharing this work with policymakers, campus leaders and prevention professionals to ensure that our institutions are equipped with the evidence they need to implement equitable, culturally responsive tobacco control strategies.

This includes expanding culturally tailored cessation programs, enhancing prevention outreach and strengthening institutional policies — particularly at HBCUs, community colleges and rural campuses.

This work isn’t just about statistics; it’s about supporting students in making healthier transitions into adulthood.

What’s been especially encouraging is how campuses are already taking this data and turning it into meaningful action.

Schools are using these findings to strengthen prevention and treatment efforts, showing that when communities are centered in research and solutions, the outcomes are stronger and more sustainable.

In a landscape where tobacco companies continue to invest billions in marketing to young people, particularly those from historically marginalized groups, community-driven research and culturally grounded advocacy remain powerful tools for change.

The work of UAPB’s Minority Research Center is about more than just tobacco — it’s about helping communities reclaim control over their health and their futures.

Because in the end, representation in research is essential.

To develop public health solutions that are truly effective, they must reflect the lived realities of the people they aim to serve. That’s how we close health disparity gaps. That’s how we build a healthier, more equitable future for Arkansas — and beyond.

Marian Evans, who has a doctor of public health degree, is interim director of the Minority Research Center on Tobacco and Addiction and program coordinator of the University of Arkansas at Pine Bluff Minority Initiative Sub-grantee Recipient Grant Office.