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Our strategic approach to sustainability

Creating shared value

The concept of shared value underpins our whole approach to sustainability. It is about investing in the future for our business and society.

Sustainability is not a choice or something that is ‘nice to have’ – it is crucial to securing the future of our company and for creating shared value for our consumers, our shareholders and our stakeholders.

Our sustainability agenda

Our sustainability agenda was first developed in 2007. In 2014, we sharpened our approach further with the development of our new sustainability agenda focused on three key areas. These were identified, through a detailed materiality process, as having the greatest significance to our business and our stakeholders. 

  • Harm reduction: We are committed to researching, developing and commercialising less risky alternatives to regular cigarettes.
  • Sustainable agriculture and farmer livelihoods: We are committed to working to enable prosperous livelihoods for all farmers who supply our tobacco leaf.
  • Corporate behaviour: We are committed to operating to the highest standards of corporate conduct and transparency.

We continue to focus on other key business priorities, including retailer relationships, people and culture and supply chain management. These are covered on this website and in our Annual Report.

Our approach

Our approach is based on transparent independently assured reporting, stakeholder engagement, a detailed materiality process and sound governance procedures.

We have been producing independently assured reports since 2001 and believe this long history of reporting demonstrates a serious commitment to corporate responsibility and sustainability. Read more about how we report and go to sustainability reporting to download our latest reports.

Our process for stakeholder engagement includes independently assured and facilitated dialogue sessions and long-term partnerships, as well as regular engagement as part of our day-to-day business. Read more about stakeholder engagement.

We use a materiality process, including stakeholder dialogue and research, to identify the key areas that have the greatest significance to our business and our stakeholders. This determines our sustainability agenda and the content of our reporting. Read more about materiality.

Effective governance is critical to ensuring we manage our sustainability impacts, and our wider business, responsibly. It includes governance committees and having clear policies, principles and standards that we live up to. Read more about CSR governance and our policies, principles and standards.

Sustainable agriculture
Sustainable agriculture and farmer livelihoods

‘They grow, we grow’ shows our farmer partnerships in action in Lombok, Indonesia.

Corporate behaviour
Corporate behaviour

Watch our ‘Integrity and transparency’ video showing our corporate behaviour in action.