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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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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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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