Our vision and strategy

Our strategy has driven the success of our business in recent years.

When we introduced our strategy in 2012, we recognised that, with the advent of new and better technologies, it should encompass both conventional cigarettes and the opportunity to meet emerging demand for potentially reduced-risk products.

That’s why at the heart of our strategy is our vision to be ‘the world’s best at satisfying consumer moments in tobacco and beyond’.

To find out more about our strategy, click on the individual sections in the graphic below.


    Our vision

    World’s best at satisfying consumer moments in tobacco and beyond.

    Satisfying consumer moments

    We believe that by being the world’s best at satisfying consumer moments, we will become the leader in our industry. Consumers are at the core of everything we do and our success depends on addressing their evolving concerns, needs and behaviours.

    Tobacco and beyond

    The second part of our vision – tobacco and beyond – recognises the strength of our traditional tobacco business and the opportunities we see in next-generation tobacco and nicotine products. There is a great potential business opportunity because consumers are looking for choices and product categories in which we are uniquely placed to succeed.


    Our mission

    Deliver our commitments to society

    As society changes and priorities and needs shift, we must be ready to meet new challenges and take advantage of new opportunities. We are a major international business and with this status comes responsibilities such as being open about the risks of our products, supporting rural communities worldwide and minimising our impact on the environment.


    Our mission

    Champion informed consumer choice

    We need to continue to ensure that our adult consumers are fully aware of the choices they are making when they purchase our products. We recognise that we have a responsibility to offer a range of products across the risk continuum, but we will also defend people’s right to make an informed choice.


    Our strategic focus areas

    Winning organisation

    Great people, great teams, great place to work.


    Our strategic focus areas


    Ensuring a sustainable business that meets stakeholders' expectations.


    Our strategic focus areas


    Effectively deploying resources to increase profits and generate funds.


    Our strategic focus areas


    Developing brands, innovations and new products to meet consumers' evolving needs.


    Our Guiding Principles

    Open Minded

    Our corporate culture is a great strength of the business and one of the reasons we have been and will continue to be successful. We are forward-looking and anticipate consumer needs, winning with innovative, high-quality products. We listen to and genuinely consider other perspectives and changing social expectations. We are open to new ways of doing things.

    Read more about our Guiding Principles.


    Our Guiding Principles

    Enterprising Spirit

    We value enterprise from all of our employees across the world, giving us a great breadth of ideas and viewpoints to enhance the way we do business. We have the confidence to passionately pursue growth and new opportunities while accepting the considered entrepreneurial risk that comes with it. We are bold and strive to overcome challenges. This is the cornerstone of our success.

    Read more about our Guiding Principles.


    Our Guiding Principles

    Strength from Diversity

    Our management population comprises people from approximately 140 nations, giving us unique insights into local markets and enhancing our ability to compete across the world. We respect and celebrate each other’s differences and enjoy working together. We harness diversity – of our people, cultures, viewpoints, brands, markets and ideas – to strengthen our business. We value what makes each of us unique.

    Read more about our Guiding Principles.


    Our Guiding Principles

    Freedom through Responsibility

    We give our people the freedom to operate in their local environment, providing them with the benefits of our scale but the ability to succeed locally. We always strive to do the right thing, exercising our responsibility to society and other stakeholders. We use our freedom to take decisions and act in the best interest of consumers.

    Read more about our Guiding Principles.

While conventional combustible tobacco products will remain at the core of our business for some time to come, we know the long-term sustainability of our business will be further enhanced by transforming tobacco.

Our four key strategic focus areas are the pillars that underpin how we deliver our vision: where we will drive growth; how we will continue to improve our productivity; the skills and ambitions of our employees; and the most important sustainability issues for us to focus on.

Our guiding principles provide clarity to our people around the world about what we stand for as a company, the foundations of our culture and guide how we operate.