“I can’t breathe.” Those were George Floyd’s final words before he was murdered by police in Minneapolis — just outside a store known as the best place to buy menthol cigarettes. 

Today’s rise in Black deaths, cries of “I can’t breathe,” and the menthol cigarette can all be linked to a long history of race and exploitation. This is revealed in a new book by historian Keith Wailoo: “Pushing Cool,” which pulls back the curtain on the hidden persuaders who shaped menthol buying habits and racial markets across America.

Wailoo is the Henry Putnam University Professor of History and Public Affairs. He has produced award-winning research and teaches on a range of topics, including drugs and drug policy; race, science, and health; and health policy and medical affairs in the U.S.