Outside the doorways that display the iconic green sticker that promotes how Oberlin College has been tobacco-free since 2016, you can often find groups of students congregating, cigarettes in hand, blowing smoke into the air. The smell of smoke permeates the air. It’s almost funny. Here at Oberlin, people like to promote student health, safety, and protecting the environment, but we’ve also developed a smoking culture that is completely at odds with national trends in smoking and tobacco use.

It might not be the worst habit of Obies, but it’s certainly up there. And for good reason. According to CDC data from 2020, tobacco causes almost 500,000 deaths in the U.S. annually. It is also associated with serious health problems, such as cardiovascular disease, metabolic syndrome and respiratory diseases, and, not to mention, cancer. So, why are so many people smoking? For some, it is certainly a matter of addiction. Yet the problem of smoking is also tied to perception, identity, and the psychological concept of pluralistic ignorance. 

Pluralistic ignorance is a concept in social psychology where individuals misperceive the beliefs or behavior of others, leading them to conform to what they think others expect of them, even when that perception is inaccurate. At Oberlin, students are not smoking because they enjoy it or even want to, but because they believe others are more accepting — or even approving — of the behavior than they actually are. I do recognize that nicotine dependence exists, and some who smoke might be trying to quit; however, pluralistic ignorance applies more toward why people start smoking. 

There is a fair amount of psychological research on smoking on college campuses. What is most interesting is that students tend to overestimate the percentage of students who smoke. Smoking that takes place in public places can make it seem more widespread than it actually is. 

Peer influence doesn’t require overt pressure. You see a lot of people smoking, so you assume that it is a common practice, and thus acceptable. Maybe you think smoking looks “cool,” or just want to blend in with everyone else. Simply believing that a behavior is socially accepted — even when it’s not — can be enough to perpetuate it. When it comes to smoking, this means that students who might otherwise abstain feel compelled to participate, and those who want to quit may find it harder to do so in an environment that seems more permissive than it is. With no one calling out the behavior for what it is — harmful and problematic — these norms are allowed to exist and flourish. 

The health implications of smoking are serious for both smokers and non-smokers alike. Even secondhand smoke can prove deadly. However, smoking isn’t just a matter of health. On a deeper level, the normalization of smoking — fueled by pluralistic ignorance — undermines values that Oberlin prides itself on: critical thinking, personal authenticity, and community care. 

So, what can we do?

First, we need to challenge these norms. Certainly, many students at Oberlin must not find smoking on campus acceptable. We need to have more open conversations about smoking and tobacco use on campus. If students can see that some students do not think smoking is okay, the illusion of social approval can begin to crack. 

We also need to evaluate Oberlin’s tobacco policies. Those green stickers announcing that Oberlin has been tobacco-free since 2016 don’t do anything other than provide a nice image when people smoke in front of them. Why is this policy not enforced?

Ultimately, the goal isn’t to shame those who smoke. Many of us have friends or know others who smoke, and for some, it’s part of a longer struggle with addiction or mental health. But understanding the role of pluralistic ignorance helps us recognize that smoking on campus isn’t necessarily a reflection of genuine preference — it’s a reflection of false impressions. In a community that values self-awareness and inquiry, that’s a pattern worth questioning. 

Let’s replace the billows of smoke with something clearer: a culture where students feel free to make choices that reflect who they truly are. Many of us already do so. Smoking poses real dangers to health and wellbeing, not just to smokers, but to the people who surround them. It is a real problem that needs to be addressed.