Substance misuse among youth and young adults poses a serious health issue, as it adversely impacts their health, social life, and interpersonal relationships, along with those of their families and communities. Although there are growing initiatives aimed at reducing substance use among young adults, there is still a pressing need to enhance our understanding of how social influences affect individual substance use.

According to Mr. Joshua Awua, an Addictions Research Scientist at Texas Tech University, who will graduate with his PhD in Addictive Disorders and Recovery Studies in August 2024, the financial costs and collateral effects of substance misuse on society are significantly high. Social relationships play a crucial role in substance use. “Peer influence is a significant risk factor for substance use,” Mr. Awua said. “People in close relationships often interact regularly, fostering strong bonds that allow them to influence each other’s behaviors, including substance use.”

Highlighting one of his recently published articles linking interpersonal communication and perceived norms as key drivers of substance use, Awua said: “When peers talk about the benefits of e-cigarettes, it increases the likelihood that non-e-cigarette users will try them, while those who wish to quit are more likely to relapse.”

His research also highlights the role of perceived norms on individuals’ substance use behavior. Studies suggest that individuals believe their peers use or consume more substances than they do; as a result, they may compete by increasing their own substance use to keep up with their peers.

“Many individuals frequently vape because they think their peers are doing the same at higher levels. This is because they want to maintain their relationships, and one way to achieve that is by engaging in behaviors accepted by their peers,” he added, emphasizing the necessity of implementing creative approaches to leverage peer influence in campaigns for substance use prevention and recovery.

When peers are supportive, individuals in recovery are more likely to maintain their recovery for a longer time, as peers provide the necessary social capital to navigate the recovery process.

Mr. Awua, who works at the Department of Community, Family, and Addiction Sciences at Texas Tech University, Lubbock, Texas, has been advocating for improved social support in substance use treatment. He argued that treatment for substance use disorders must go beyond medication by promoting strong peer recovery support groups, since existing research shows such groups promote long-term recovery.

“Providing a safe space for peers in recovery to connect and share their struggles and triumphs not only fosters a sense of collegiality but also builds a supportive community to sustain long-term recovery,” he said.

Mr. Awua advocates for support groups at local universities to promote student success and ultimately improve graduation rates for individuals recovering from substance use disorders.

Beyond peer support, he is involved in research funded by the National Collegiate Athletic Association (NCAA) that uses text message interventions to reduce risky drinking among young adults. “Our preliminary data indicate that the text message intervention may effectively reduce risky drinking in college. This initial evidence highlights the need for additional funding to support future research.”

Awua encourages governments in the Global South to invest in innovative research that utilizes digital tools, such as text messaging and virtual reality, to promote long-term recovery. “By harnessing technology, we can enhance access to treatment for a larger segment of the population.”

As substance misuse remains a significant public health concern, utilizing the expertise of professionals such as Mr. Awua can facilitate the creation of accessible, cost-effective interventions for preventing and treating substance use disorders.