In a world increasingly driven by innovation and technology, Philip Morris International (PMI) is leading a bold charge toward a smoke-free future.

• PMI envisions a smoke-free future where cigarettes are relics of the past, driven by innovation and science-backed alternatives.
• Regulatory frameworks and consumer awareness are key to accelerating the global shift toward smoke-free living.
• With 38% of its revenue now derived from smoke-free products, PMI is redefining its position in the tobacco industry.
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Hosting its 2024 Technovation event in Abu Dhabi, PMI brought together a diverse array of media, scientists, R&D experts, and global stakeholders to discuss the transformative power of science and innovation in reducing smoking-related harm.

This year’s theme echoed the visionary words of PMI’s CEO, Jacek Olczak: “Cigarettes belong in a museum”. It’s a sentiment reflective of PMI’s commitment to replacing combustible tobacco products with science-backed alternatives. The gathering served as a platform for dialogue, sharing insights on the intersection of innovation, regulation, and consumer choice.

The cornerstone of PMI’s Technovation lies in its belief that technology and science have the power to address some of the world’s most pressing challenges. Examples abound—from refrigeration to seatbelts, and today, electric vehicles and alternative energy solutions. PMI is applying this same principle to the tobacco industry, aiming to mitigate the harm caused by traditional cigarettes.

Since 2008, PMI has invested billions in researching and developing smoke-free products, such as their heated-tobacco system IQOS, e-vapor products like VEEV, and oral smokeless nicotine pouches SHIRO and ZYN. These products are not without risks but are considered a better alternative for adult smokers who would otherwise continue smoking.

PMI’s audacious vision for 2030 is for 50% of its revenue to come from smoke-free products. As of Q3 2024, these alternatives already contribute 38% to the company’s total net revenue, underscoring a significant shift in consumer behaviour and product adoption. Countries like Sweden illustrate the potential of smoke-free solutions. With smoking rates now as low as 5%, Sweden’s success highlights the impact of widespread adoption of less harmful alternatives. It’s a model PMI hopes other nations will emulate, supported by forward-thinking policies and consumer education.

However, changing public perception is no small feat. Decades of anti-smoking campaigns and regulatory battles have left a complex legacy for the industry. PMI acknowledges the monumental task of transforming how society views smoke-free products while ensuring accurate information reaches consumers.

Fred de Wilde, PMI’s President for the SSEA, CIS, and MEA regions, kicked off the event with a keynote highlighting how innovation, when combined with policy changes, can address global issues. From energy transitions to public health, technology’s role in fostering sustainable solutions cannot be overstated.

Jacek Olczak outlined PMI’s transformation over the years, emphasising the company’s commitment to moving away from cigarettes. Moderated by Tommaso Di Giovanni, PMI’s Vice President of International Communications, the discussion painted a picture of past efforts, present achievements, and future aspirations.

One of the event’s most compelling panels, Rhetoric and Reality of Regulations for Smoke-Free Products, brought together thought leaders such as Fred Roeder of the Consumer Choice Center and Lindsey Mark Lewis of the Progressive Policy Institute. They discussed the importance of evidence-based regulation in accelerating the decline of smoking while fostering public health and socio-economic benefits.

Presentations by PMI leaders Stefano Volpetti, Nikolaus Ricketts, and Xavier Ducarroz showcased the company’s diverse product line-up. These include IQOS, VEEV, SHIRO, and ZYN, all designed to offer consumers scientifically substantiated alternatives to cigarettes.

Another panel, Putting Consumers First, addressed the often-overlooked voice of consumers in regulatory discussions. Industry leaders, including Branislav Bibic and Marco Mariotti, emphasized the importance of balanced policies that prioritise consumer access to smoke-free options rather than imposing blanket bans or restrictions.

PMI’s efforts to transform the tobacco industry hinge on collaboration between stakeholders, policymakers, and consumers. The event underscored the need for regulatory frameworks that support innovation while ensuring public health outcomes. As PMI transitions to a smoke-free future, challenges remain—shifting decades of entrenched perceptions, navigating complex regulatory environments, and ensuring accurate consumer education. Yet, the company’s progress is undeniable. With 38% of its revenue already derived from smoke-free products, PMI is closer than ever to achieving its ambitious 2030 goal.

Technovation 2024 provided a clear call to action, highlighting the critical roles of science, innovation, and consumer engagement in creating a world where cigarettes are relics of the past. It’s an ambitious goal which PMI hopes to turn into a reality.

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