BAT Reaffirms “Smokeless World” Vision on World No Tobacco Day

BAT Reaffirms "Smokeless World" Vision & Goals

On World No Tobacco Day, British American Tobacco highlights its strategy to shift adult smokers to non-combustible alternatives by 2035, detailing sustainability and innovation efforts.

Marking World No Tobacco Day, British American Tobacco (BAT) is emphasizing its ongoing transformation towards building “A Better Tomorrow” with an ambitious vision for a “Smokeless World.” The global consumer goods company states it is redefining its strategic direction to encourage adult consumers who would otherwise continue smoking to “Change for the Better” by opting for non-combustible alternatives.

BAT’s strategy involves a strong commitment to sustainability, with ambitious environmental targets. These include using 50% renewable energy in direct operations by 2030, reducing operational waste by 25% by 2025, and achieving carbon neutrality in its operations by 2030. The company also aims for all its packaging to be reusable, recyclable, or compostable by the end of the current year and plans a 35% reduction in water consumption by 2030. Globally, BAT has joined the UN’s “Race to Zero” initiative, committing to halve its carbon emissions by 2030 and achieve net-zero emissions by 2050.

Central to its “Smokeless World” objective is the goal to become a smokeless company by 2035. BAT aims to have 50 million consumers of non-combustible products by 2030 and to derive at least half of its revenue from these new categories by 2035. Currently, the company reports 29.1 million consumers of its smoke-free products, representing 17.5% of global revenue.

To achieve this, BAT highlights its investment in innovation through a global network of digital hubs, innovation centers, and R&D labs, focusing on testing and developing its portfolio of “New Categories.” Digital transformation, utilizing artificial intelligence and advanced technologies, is cited as a key lever to optimize operations and deliver innovations. BAT recently launched Omni™, a resource sharing its transformation journey and scientific research on non-combustible products with scientists, public health authorities, regulators, and policymakers. The company points to the experience of countries like Sweden, which has a lower cancer incidence, as an example of successful tobacco harm reduction. BAT states it believes the industry is at an exciting transformative moment, with the potential for lasting positive societal impact by combining innovation, sustainability, and effective public policies.

Matthew Ma
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