OUR PURPOSE

Forging a path to a healthier future for moments of relaxation and pleasure

Our purpose is our guiding light. It defines why we are here, what we are trying to achieve over the long term and the growing contribution we can make to society over time.

  • FORGING A PATH
    This is our commitment to finding a long-term solution for harm reduction. We have started the journey. It will take time, energy and creativity but we are clear on our direction.

  • HEALTHIER FUTURE
    This is our commitment to make a positive contribution to a healthier future for our consumers and society through potentially reduced risk products as well as our commitments to operating responsibly and minimising our impact on the planet.

  • MOMENTS OF RELAXATION AND PLEASURE
    This recognises why our consumers enjoy our products and our role to provide genuine choices in how experiences are delivered.

OUR VISION

To build a strong challenger business powered by responsibility, focus and choice

Our vision sets out our medium-term aspirations. It defines our priorities and focus for the next five years and ultimately underpins the delivery of our longer-term purpose.

  • BUILD A CHALLENGER BUSINESS
    This is about the mindset we want to embrace, one that plays to our historic strengths as the smaller player yet faster, more agile and confident.

  • POWERED BY RESPONSIBILITY
    We are committed to operating responsibly in everything we do, respecting our communities and our planet.

  • FOCUS AND CHOICE
    We will be thoughtful in where we allocate resources; these decisions will be based on robust consumer insight to provide adult smokers with the best choices.

OUR BEHAVIOURS

We have laid the foundations for a performance driven and inclusive culture which supports the delivery of Imperial’s new strategy. Underpinning our cultural shift is a set of five clear behaviours – how we need to think and act in order to succeed. 

  • START WITH THE CONSUMER
    Everything we do starts with the consumer – they are the reason we are here.

  • COLLABORATE WITH PURPOSE
    We work collaboratively with others to deliver better outcomes for all of us.

  • TAKE ACCOUNTABILITY WITH CONFIDENCE
    We deliver what we promise, and we hold each other to account. 

  • BE AUTHENTIC AND INCLUSIVE TO ALL
    Everyone is welcome. The more diverse we are, the stronger we are.

  • BUILD OUR FUTURE
    We stay one step ahead, and challenge ourselves to be better every day.