The Juul vaporiser, far from helping cigarette addicts to quit smoking, has found a fan base among non-smoking American teens. Given that Gen Z’s personal brand doesn’t jive with previous generations’ conceptions of cool, Juul has rebranded youth rebellion’s aesthetic for the era of digital natives.

Vaping has coming a long way since the e-cigarette was invented in 2003; the global market for related products was worth $6 billion in 2015 and is set to reach $50 billion by 2025. But who are the people driving this growth and how have they built a community around an anti-smoking aid?

Quitting smoking can be a lonely process; it’s why support groups for kicking the habit exist. Ireland’s QUIT initiative launched an ad that tapped into this feeling, and it was so successful, it’s been picked up in the US – demonstrating the universal nature of the language and emotions around health.

Changing social attitudes and a growing awareness of the negative health effects mean that smoking isn't cool anymore. Yet while 68% of smokers want to give up, just 3% manage to quit for good. Quit Genius is helping people break the habit by combining nicotine replacements with CBT via an app.