From Cigarettes to Smoke-Free Innovation
Philip Morris International (PMI) is a leading international consumer goods company that is building their future on replacing cigarettes with smoke-free products that—while not risk-free—are a better alternative than smoking cigarettes.
With an estimated 1 billion smokers worldwide according to WHO, PMI is tackling a persistent public health challenge by offering scientifically substantiated smoke-free alternatives for adults who would otherwise continue to smoke. Since 2008, the company has invested more than $14 billion into innovative smoke-free products to accelerate this shift.
Today, PMI’s smoke-free products are available for sale in 97 markets, with over 41 million legal-age consumers around the world. The smoke-free business accounted for 41% of PMI’s total net revenues, reflecting a strategic shift that continues to gain momentum. The company’s goal is to exceed more than two-thirds of its revenue from these products by 2030.
This transformation is grounded in science and transparency. PMI has built world-class capabilities in toxicology, clinical and behavioral research, and post-market studies. Scientific data is made publicly available, empowering stakeholders to independently evaluate the evidence behind PMI’s claims.
To ensure accountability, PMI developed a set of Business Transformation Metrics—a mix of financial and non-financial indicators that track the pace and scale of its shift away from combustible cigarettes. These metrics enable stakeholders to evaluate how the company is reallocating resources and redefining success in terms of sustainability and health impact.
“When we think about sustainability at PMI, something that is very unique is that we’re managing the impacts of the value chain we’re leaving behind, the cigarette business, while proactively managing the impacts of the value chain we’re moving toward, the smoke-free business,” said Jennifer Motles, Chief Sustainability Officer at PMI. “Sustainability continues to be not just a core part of our strategy, but the DNA of how we work, how we understand success, and how we define who we are as a company.”
PMI’s strategy also includes proactive management of the environmental and social impacts of both its legacy cigarette business and its emerging smoke-free portfolio. The company is engaging with civil society to raise awareness that smoking remains a major health issue and that viable alternatives exist today.
The recognition, as one of the 50 SDG Leaders for its contributions to Sustainable Development Goal 3: Good Health and Well-being, spotlights the company’s bold transformation to reduce the global health impact of smoking by ultimately moving away from cigarettes.
By keeping consumer needs at the center and focusing on harm reduction, PMI is demonstrating how private sector leadership can make a meaningful contribution to the UN’s 2030 Agenda.
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