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When we ask how serious a country’s smoking problem is, we usually look at one thing: the percentage of people who smoke. But new research suggests that’s only half the story. Learn more at https://pathstoflourishing.com Why it matters: This research provides a critical new tool for public health officials worldwide. By creating a new "map" of smoking that considers both the number of smokers and how heavily they smoke, it allows for smarter, more targeted policies. A country with high prevalence but low intensity (many people smoking a little) might focus on broad campaigns to prevent young people from ever starting. But a country with low prevalence and high intensity (few people smoking a lot) should direct its resources to intensive cessation programs to help those heavy smokers quit or reduce their intake. This approach helps identify hidden high-risk groups, like the widowed and retired, who would otherwise be overlooked if we only looked at overall smoking rates. It means we can direct support to the people who need it most, ultimately saving more lives and using public health resources more effectively. Summary Of the people who do smoke, how much are they smoking? Researchers call this “intensity.” They discovered that a country’s smoking rate (prevalence) has no connection to its smoking intensity. You can have a nation where few people smoke, but those who do smoke very heavily. And you can have a nation with high smoking rates, where a daily cigarette is more of a social habit than a heavy addiction. For example, the study found that groups like retirees and widowed people have very low smoking rates overall. Based on that number alone, you wouldn’t think they are at high risk. But when you look at intensity, the smokers within those groups are among the heaviest users of cigarettes. By only measuring what’s common, we risk ignoring who is suffering the most. This study proves that to truly understand and solve the problem of smoking, we have to look deeper than the surface-level numbers and see the hidden story of how much people are actually smoking.