Our Purpose 
& Vision

Chief Strategy & Development Officer, Murray McGowan, explains our purpose as a business along with our clear vision for success.



Our purpose and our vision are fully integrated into how we operate and the culture we are building. They guide both our big strategic decisions and the small choices each of us makes every day.

The destination is clear and ambitious. We want to see a healthier future both for our adult consumers and the planet we all share. That’s why we are creating a broader and more compelling range of potentially less harmful products that provide moments of relaxation and pleasure. And that’s also why we are committed to become fully Net Zero by 2040.

At the same time, we are also patient and humble. This healthier future will take time to fully realise – hence “forging a path”. Our industry is still in the early stages of the global transition from combustible cigarettes to potentially less risky alternatives. Individual choices made by the world’s one billion smokers are defining the pace of this transition. So, we listen carefully to all consumers, and we seek to collaborate openly with policy makers and our many business partners.

If our purpose defines where we are headed, then our vision is the short-hand guide for how we will get there. We are the smallest of the global businesses in our industry and that means to succeed over the long term we need to be a strong challenger. Being a challenger is about having the best understanding of our consumers and their choices. It is about having simple and efficient operations that enable us to be agile. It’s about building a culture where people can perform their best work. We focus on where we can make a material positive difference. Being a challenger is about recognising that we cannot and should not offer everything, everywhere. We need to do all these things while acting with the highest responsibility – we know that smoking has a serious negative impact on health.

I joined Imperial because I believed that we could create and deliver business strategies that will take us closer to a healthier future. We want more people to join us on this journey. Whether you’re considering investing in our story, partnering in our success, or becoming part of our high-performing global team, we’d love to hear from you.

Murray McGowan
Chief Strategy & Development Officer


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


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

The destination is clear and ambitious. We want to see a healthier future both for our adult consumers and the planet we all share. 

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