PMI’s commitment to progress

We believe we can and should play a role in reducing waste from our products, that's why we're addressing the issue of littering by developing innovative solutions.

Our commitment to change strengthens our aspirations of reducing post-consumer waste across our products, by implementing impactful strategies in four target areas:

Packaging, smoke-free electronic devicescigarettes, and smoke-free consumables.

Tackling post-consumer waste at PMI


Jennifer Motles, Chief Sustainability Officer, PMI


Our goal is for 100 percent of our packaging to be made with recyclable materials by 2025.

Smoke-free electronic devices

Our goal is for 100 percent of our smoke-free electronic devices to have eco-design certification by the end of 2025.


Our goal is for at least 80 percent of shipment volumes covered by markets with anti-littering programs in place for combustible cigarettes by 2025.

Smoke-free consumables

Our goal is for at least 80 percent of our shipment volume covered by markets with end-of-life take-back programs in place for smoke-free consumables by 2025.


Post-consumer waste management  

Reducing and appropriately managing post-consumer waste means we can extract, convert, and use fewer raw materials from a planet with limited natural resources.  

Embedding principles of circularity and eco-design, implementing effective post-consumer waste management solutions, addressing litter, and promoting responsible disposal of products at their end-of-life are key pillars of our post-consumer waste strategy.

Take a look at our strategy document to read about our 2025 aspirations, and how we’re working to achieve them.

In 2023, we will continue our efforts to reduce the post-consumer waste generated by our products by supporting our markets in the deployment of end-of-life take-back programs for VEEV, VEEBA and IQOS ILUMA consumables and encourage them to also set similar initiatives for other smoke-free consumable product launches, where feasible, using our internal toolbox for guidance. Beyond consumables, we will also continue to leverage our sales channels to promote device durability and longevity, as well as device take-back, and look to commercialize business models with partner organizations to perform repair and refresh services that meet our global standards and help reduce e-waste. 
Stefano Volpetti, President, Smoke-Free Inhaled Products & Chief Consumer Officer
With initial eco-design criteria in place, we will be able to continue on our eco-certification journey. We are ensuring that we have a set of options that will allow our electronic devices to be eco-designed following electronic industry sustainability best practices to ensure reliability, accuracy, and transparency. We will also continue to expand the CIRCLE hub capabilities to perform repair and refresh activities and recycle products that cannot be recirculated, while also helping our markets find alternatives where our centralized CIRCLE hubs are not a viable option.
Bin Li, Chief Product Officer
In addition to R&D investments, we will leverage our new, market-focused anti-littering toolkit to assist in the development and deployment of local reach and impact activities to prevent cigarette butt littering. For example, we plan to pilot emergency ashtrays developed in our Nordic markets to additional markets around the world. Currently, multiple alternative filtration materials are evaluated through consumer research studies. Based on these results, consumer feedback will be critical in shifting the developments toward the direction pointed out. This approach, though time consuming, will ensure that developments resonate with consumer needs leading to a viable and sustainable product.
Werner Barth, President, Combustibles Category & Global Combustibles Marketing

Our World is Not an Ashtray

Discover Our World Is Not an Ashtray, a digital corporate platform to educate, inspire, and engage the public on the issue of littering.

Through this campaign, we share facts and figures, testimonials, and calls to action. Some of our affiliates also use this platform as a basis for local awareness-raising initiatives.


Case study: Partnering up to tackle littering through innovation in Mexico

Learn how our colleagues in the Mexican affiliate partnered with a local start-up called Ecofilter in 2019 to reduce littering by developing an innovative biotechnological treatment that regenerates cellulose acetate into cellulose pulp.