British American Tobacco - Our ethos

Quick Navigation

Jump to content
Our ethos

Our ethos

Purpose, culture and values

Our ethos is about being bold, fast, empowered, responsible and diverse to create a future-fit culture at BAT.

Our purpose is to build A Better Tomorrow™ by reducing the health impact of our business through offering a greater choice of enjoyable products for our consumers.

Key to delivering this is our ethos which guides behaviours across the entire business.

Developed with significant input from our employees, our ethos is the thread that must run through everything we do and how we do it. We believe it empowers our people, fosters a vibrant and rewarding work place, and promotes sustainable long-term value.

For our long-time BAT employees and those who have joined more recently, our ethos is designed to: be responsive to constant change, embody a learning culture and promote continuous improvement.


BAT's ethos 

We are bold

We are bold

  • Dream big – with innovative ideas.
  • Make tough decisions quickly and proudly stand accountable for them.
  • Resilient and fearless to compete.
We are fast

We are fast

  • Speed matters. Set clear direction and move fast.
  • Keep it simple. Focus on outcomes.
  • Learn quickly and share learnings.
We are empowered

We are empowered

  • Set the context for our teams and trust their expertise.
  • Challenge each other. Once in agreement, we commit collectively.
  • Collaborate and hold each other accountable to deliver.
We are diverse

We are diverse

  • Value different perspectives.
  • Build on each others’ ideas, knowledge and experiences.
  • Challenge ourselves to be open-minded recognising unconscious bias.
We are responsible

We are responsible

  • Take action to reduce the health impact of our business.
  • Ensure the best quality products for our consumers, the best place to work for our people, and the best results for shareholders.
  • Act with integrity, never compromising our standards and ethics.

You might also be interested in

Combined Annual and ESG Report

Combined Annual and ESG Report

Download our Combined Annual and Environmental, Social and Governance Report 2022

Read more >