ZYN: Business Ethics of Marketing and Selling Nicotine Pouches

This case study investigates the developing market for nicotine pouches. The brand ZYN promotes itself as a smokeless and tobacco-free substitute for conventional nicotine products. The product’s rising appeal, particularly among young individuals, presents significant ethical, health, and marketing issues. The case discusses the possible advantages and disadvantages of using ZYN’s products, as well as the marketing strategies that are coming under increasing scrutiny from stakeholders. Students will discuss social responsibility, marketing ethics, and the conflict between encouraging the use of healthier alternatives to smoking and running the danger of drawing in new, younger users to nicotine products. Throughout these discussions, students will gain insights into consumer behavior, moral conundrums in marketing, and the intricate relationship between commercial interests and public health.