How staying curious leads to growth
“Never say never.” I was reminded of this last week when I found myself at the iQOS Forever Curious launch.
I never imagined stepping into a vaping event. Anything related to smoking or vaping has always been a hard pass for me. Growing up asthmatic, I never touched a cigarette, much less tried vaping. So when the invitation to the “Forever Curious: Our quest for smoke-free alternatives never ends” campaign launch arrived, my instinctive reaction was to decline. But something tugged at me, aligned with the very theme of the campaign. I got curious.
Curiosity, I learned from the event, does not always lead to indulgence. Sometimes, it leads to insight.
I showed up with an open mind, fully aware that I wasn’t the intended market. But I also know many people who are friends and relatives who have struggled to quit smoking and who suffer, or risk suffering, from the very real consequences of that habit. And while the ideal is to quit completely, we must also recognize that cold turkey isn’t a universal solution. Some need bridges (not walls) and stepping stones to healthier habits.
At the core of IQOS’ new campaign is this understanding. They are not marketing to teens or curious non-smokers but are speaking directly to existing adult smokers who are looking for a better alternative. That nuance matters.
The science behind IQOS focuses not on eliminating nicotine because, as the brand repeatedly clarifies, it’s not the nicotine but the burning that causes the most harm. Traditional cigarettes, as the brand explained, combust tobacco at high temperatures, releasing thousands of harmful chemicals. In contrast, IQOS’ “heat-not-burn” technology heats tobacco just enough to release flavor and nicotine without the smoke. It’s a bold claim—less harm, without cutting the ritual cold. Of course, we can run a debate on this. But the event was not just about the innovation. It was about perspective.
During the evening, the brand officially launched “Forever Curious,” a new global campaign that invites legal-age nicotine users to stay open, stay searching, and stay questioning the norms. The message was clear: curiosity is a mindset that opens up better possibilities. And in life, just like in smoking alternatives, that’s where progress begins.
In his speech, IQOS brand manager Henry Martin Yap emphasized, “Because when you shift your perspective, new choices open up that are worth exploring—like IQOS, which is all about better alternatives. It’s innovation with intention, grounded in science and guided with purpose.”
I couldn’t help but reflect on how relevant this idea was outside of the product. In a time when judgment often precedes understanding, being “forever curious” could be the very thing that saves us from ignorance, from stubbornness, from staying stuck. When it comes to habits, healing, or hope, the willingness to stay curious leads us closer to clarity.
The night also unveiled Curious X, a curated community experience designed to engage adult users in meaningful ways through discovery, connection, and creativity. The initiative aims to strengthen an ecosystem where curiosity is celebrated.
What struck me most was that the brand wasn’t positioning itself as a final answer but as a bridge—a transition space. And maybe that’s what we need more of—not finality, but transformation.
It was a relaxing evening, but it also managed to spark something internal. In the midst of the polished brand messaging, I was encouraged to reflect on change, choice, and curiosity.
So, yes, again, I left with a better understanding—not just of IQOS and its positioning, but of the quiet, powerful force of curiosity. And how, when used with purpose, it can lead us—whether in health, career, or life—toward better alternatives.
My stance has not changed. I still believe that the healthiest choice is not to start the habit at all. But listening to the brand executives offered a glimpse into the journeys of those who are trying, in their own ways, to change. As PMFTC Inc. president Gijs De Best said, “As long as people are aware of what they are choosing, understand what they’re choosing, and then make a considerable choice, that’s all we need.”
True enough, there is power in staying open-minded. Sometimes, that’s how understanding begins.
Curiosity, when applied with discernment and due diligence, can be a powerful tool for growth—even in unexpected places.
For your random thoughts, email the author at randomrepublika@gmail.com.
