We all need to be let alone —not just Greta Garbo
‘You’re never alone with a Strand,’ went the misbegotten advertisement for a new cigarette in 1959. What the copywriter didn’t realise is that smokers often smoke to be alone. As Mass Observation had reported a decade earlier: In an increasingly gregarious world, where fewer and fewer habits and pastimes are entirely individual, the cigarette remains for most people a pleasure that, whatever its social significance, can be enjoyed in entire solitude, and a pleasure that remains entirely individual. At the time, 80 per cent of British men and 40 per cent of women were regular smokers. Smoking was not just a means of inhaling death and of escaping the dead
