Our purpose and ethos


Our purpose and ethos

Our purpose is bold:
to build A Better Tomorrow™
We will do this by reducing the health impact of our business, through a multi-category portfolio of non-combustible products tailored to meet the preferences of adult consumers.

Our ethos

Sets out our values

A key driver to delivering A Better Tomorrow™ is our ethos, which guides our culture and behaviours across the entire Group, ensuring an organisation that is future-fit for sustainable growth. These five key behaviours are bold, fast, empowered, diverse and responsible.

Our purpose and ethos

Our culture

We deliver results with integrity

The way we work is underpinned by a collective commitment to deliver our business results with high standards of integrity, which are understood and upheld by everyone across the business.


Our SoBC

Guides our behaviours

The values and behaviours expressed by our ethos are enshrined in our Standards of Business Conduct (SoBC), which set out the high standards of integrity we are committed to upholding.