Harm reduction in the very broadest sense refers to any opportunity we have to reduce the negative consequences of something we consume or expose ourselves to. Harm reduction in our daily lives can therefore be as simple as using your seatbelt when driving to minimize harm in the event of an accident or replacing sugar with alternative sweeteners in your morning coffee to reduce your sugar intake.

Harm reduction in its many forms has been a focus for branches of society as a means of improving public wellbeing for generations. Individuals, social organizations and businesses have long applied behavioral, cognitive and social sciences to nudge consumers towards healthier habits1. For instance, increased concern for better eating habits, sound sleeping patterns, and cognitive exercises such as mindful meditation all pose opportunities for companies to support consumers with in-demand products and services that all fall under the harm reduction umbrella.

Today, according to McKinsey, the global wellness market is worth over $1.5 trillion and is estimated to grow by five to ten percent annually thanks to the gradual rise in consumer interest and purchasing power2. The same McKinsey survey of approximately 7,500 individuals across six countries found that 79% believe wellness is important, and 42% were convinced of wellness being their top priority.

Beyond the deepening interest among citizens in personal wellbeing, governments have, naturally, always leveraged their influence to support wellness broadly, setting legislation and diverting resources to tackle specific health-related challenges facing the local population.

For example, the UAE government has set key performance indicators to measure its healthcare performance as a key pillar of its Vision 2021 agenda. These indicators include average healthy life expectancy, consumption of tobacco products, and prevalence of diabetes, among others3. In Saudi Arabia, the Vision 2030 is looking to build a progressive future for the country through three main pillars, with one of the pillars being a vital society focusing on the happiness of citizens and residents, social well-being, and a positive living environment4.

According to the World Health Organization estimates, more than one billion people continue to smoke worldwide, and the number of smokers is unlikely to decline in the foreseeable future.

Smoking causes a number of serious diseases (including cardiovascular, pulmonary diseases and cancer) and increases the risk of early death. With around eight million attributed deaths every year, cigarette smoking is a formidable public health challenge for governments, regulators and public health authorities worldwide5. The shift in public perceptions to prioritize personal wellbeing and healthier choices as outlined above should be seen as a cause for optimism when we consider the challenge posed by smoking to public health. What’s more, options and opportunities for tobacco harm reduction continue to advance at pace.

We all agree that the best thing adult smokers can do is quit smoking and nicotine altogether, but the reality is that many don’t. For those adult smokers who will continue to smoke, the opportunity to switch to scientifically substantiated, better alternatives have the potential to accelerate the decline in the number of people smoking cigarettes. This is the principle of tobacco harm reduction.

Harnessing science and technological innovation - like the innovations behind smoke free products such as heated tobacco products, which although not risk free can reduce the harm caused by cigarettes - is a public health opportunity. Harm reduction takes on many guises today - from smoke-free alternatives to cigarettes to the sunscreen cream you pack for the beach. As society sharpens its focus on living a less harmful life, each of us can take steps towards our own wellness by embracing the many iterations of harm reduction that surround us.

Sponsored by Philip Morris Management Services (Middle East) Limited

1https://www.psychologicalscience.org/observer/nonchalance-of-small-changes

2https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/feeling-good-the-future-of-the-1-5-trillion-wellness-market

3https://u.ae/en/information-and-services/health-and-fitness/vision-2021-and-health

4https://journals.sagepub.com/doi/full/10.1177/0046958020984682

5https://www.who.int/news-room/fact-sheets/detail/tobacco