Consumers
Our aspiration is to lead the change by maximizing access to smoke-free products among adult legal-age consumers and continue working with external stakeholders, including regulators, to make cigarettes obsolete, while continuing to uphold robust safeguards that help ensure the responsible marketing, sale, and use of our products.
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Circularity
Our aspiration is to embed sustainability across the full lifecycle of our product portfolio—electronic devices, consumables, and packaging—by prioritizing the use of recycled and responsibly sourced materials optimizing product durability and recyclability, and fostering responsible end-of-life management.
