British American Tobacco - Strategy & Purpose

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Strategy and purpose

Strategy & Purpose

Building A Better Tomorrow™

Our corporate purpose is to build A Better Tomorrow™ by reducing the health impact of our business. To achieve this, our strategic aim is to progressively transform our portfolio by actively encouraging adult smokers to switch to less risky products compared to smoking; a transformation delivering long-term multi-stakeholder value.

A Better Tomorrow™

Our purpose is to build A Better Tomorrow™ by reducing the health impact of our business. At its core, this is about encouraging those who would otherwise continue to smoke to switch completely to scientifically-substantiated, reduced-risk alternatives

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Reducing harm

Recognising the important role that alternative sources of nicotine with lower health risks offer to smokers who may not otherwise want, or choose, to give up

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World-class science

Learn more about how we are using robust science to demonstrate the reduced-risk status of our non-combustible products

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Careers at BAT

#BETHECHANGE Visit our Careers site and help us build A Better Tomorrow™

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A sustainable approach

Our sustainability agenda reflects the changing external environment, with ESG goals and targets that are right for our business and available for all to see

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Our transformation journey

Our business is on a transformation journey. We see new opportunities to capture consumer moments and to satisfy changing consumer preferences

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A modern company

Our goal is to build the Enterprise of the Future. A global, consumer-centric, multi-category company, with sustainability at its core

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Testing bio-markers

World Vape Day: New scientific study on Vuse underscores contribution vapour products can make towards Tobacco Harm Reduction

Opinion piece written by Dr James Murphy, Director of Research and Science at BAT

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