Republished with full copyright permissions from The San Francisco Press.

Philip Morris International (PMI), known for its iconic cigarette brands, has taken an unprecedented step in redefining its future. With a strategic commitment to reducing its reliance on traditional tobacco products, its transition to smoke-free alternatives signifies a remarkable shift in the industry landscape.

PMI’s journey towards becoming a smoke-free company dates back to 2008, embodied by a profound recognition of its responsibility to aid smokers in their cessation efforts. Aimed at addressing public health challenges, PMI’s focus on products that satisfy nicotine cravings while eliminating the harmful effects of smoke has emerged as a pivotal approach.

The introduction of a new range of smoke-free products in 2016 marked a significant milestone, with a firm pledge to eventually cease cigarette production. This transition was underpinned by revenues from cigarettes, which fueled the research and development of innovative alternatives, embodying PMI’s pivotal role in transforming the tobacco industry.

Beyond transitioning its product offerings, PMI has actively embraced sustainability, integrating it into the core of its operations. A clear demonstration of this commitment is the linking of 30% of executives’ compensation to PMI’s sustainability performance, exemplifying an unwavering dedication to holistic, long-term sustainability practices.

Evident in the company’s initiatives are its profound implications on society and the environment. PMI’s stringent measures to eliminate child labor, uphold human rights, and minimize environmental impact underline its unwavering commitment to ethical and sustainable business practices.

PMI’s impressive strides towards sustainability are manifest in its zero carbon emissions target and efforts to reduce water consumption in tobacco farming. The company’s pledge to prevent deforestation and the preservation of natural ecosystems illustrate a steadfast resolve to leave a positive imprint on the environment.

Central to PMI’s success in this transformation has been vast investments in product development and marketing efforts. The launch of innovative products like Iqos and the acquisition of Swedish Match reflect PMI’s unwavering commitment to offering diverse, effective alternatives to traditional smoking, while maintaining a resolute focus on aiding smokers in their journey to cessation.