Our Purpose, Vision & Culture
To do so, we need clarity of Purpose and a Vision for where we’re headed. As we navigate uncertainty and change, we’ll embrace our Purpose and remain flexible as we move toward our Vision. This is our path forward.
Altria's companies have been the undisputed market leaders in the U.S. tobacco industry for decades. We take pride in delivering superior products and brand experiences to millions of satisfied adult tobacco consumers every day. But the world around us is changing, and our company is changing too — for the better.
Today, we are Moving Beyond Smoking™, working to transform our business and our industry by taking action to transition millions of adult smokers away from cigarettes to potentially less harmful alternatives.
While we’re working with urgency to achieve our Vision, we are also pursuing new opportunities for long-term, sustainable growth. We believe the capabilities we’ve built over decades of leadership in the nicotine space equip us to excel in other categories as well. As we pursue new avenues for growth, we will build from our strengths and be guided by our Purpose.
Our Purpose
Elevating the Everyday
– one moment at a time
Tobacco products play an important role in the everyday lives of our adult tobacco consumers. They use tobacco products to provide a break, enhance a social moment with friends, reward themselves or offer a moment of indulgence. These everyday moments are easily overlooked, but they matter, and today our tobacco businesses are elevating them by:
- Offering high quality, satisfying experiences that meet the moment.
- Creating meaningful, personalized connections through our companies’ premium brands.
- Offering nicotine satisfaction with less social friction.
- Providing smoke-free alternatives with the potential to reduce risk.
- Maintaining responsibility as the bedrock of our business.
- Helping those who wish to quit using tobacco be more successful.
As we look to the future, our Purpose will lead us to new opportunities that build from these strengths. There are many everyday moments waiting to be elevated, and they aren’t unique to adult tobacco consumers. We all have times throughout the day when we’re looking to relax, focus, elevate our energy or relieve stress. Our Purpose will guide us as we pursue new opportunities – beyond nicotine and with a broader adult consumer base.
Our Vision
Responsibly lead the transition
of adult smokers to a smoke-free future.
Today, millions of U.S. adult smokers seek less harmful alternatives to cigarettes and about half of adult tobacco consumers are interested in innovative tobacco products. This is a pivotal moment.
With adult smoker demand for smoke-free alternatives, innovation and an appropriate regulatory framework, the harm reduction opportunity is fully ahead of us. In fact, our future success depends on it.
Our Goals & Progress
Our Cultural Aspiration
Our Cultural Aspiration is an articulation of what we value and who we aspire to be – collectively. By showing up and leading in this way we will create the organization and culture necessary to achieve our long-term Vision.
Our Cultural Aspiration respects and complements individual identity and operating company affinity. It's a way of working that we commit to pursue - together, with each other and to our external partners and stakeholders.
We shape our future.
We anticipate and embrace change. We are strategic thinkers, always scanning the horizon and learning. We take initiative and intelligent risk. We make the hard choices, advance the best ideas, and hold ourselves accountable to shared outcomes. We empower others and trust them to deliver.
We do what's right.
We act responsibly and operate with integrity, both individually and collectively. We listen, question, and speak honestly. We collaborate to solve problems. We drive positive change by advocating for what we believe and acting on it, even when it's uncomfortable. We respect those who speak up.
We care for each other.
We earn trust by engaging others with transparency, humility, and respect. We act as owners, rally as one team and have each other's backs. We inspire company pride and a sense of belonging, embracing each other's unique strengths. We welcome newcomers and develop the best, most inclusive and diverse teams.
We deliver for our consumers and customers.
Every choice we make is inspired by our consumers and customers. We work hard every day to exceed their expectations, delivering the highest quality products, unparalleled brand experiences and superior services. Regardless of our role in the organization, when we execute with quality, we deliver.
We rise to the challenge, together.
We are relentlessly focused on our vision. We have grit – passion and resilience. We are agile, utilizing intellect and judgment. While we strive to succeed, we know that things don't always go our way. We grow as people and teams when we trust one another and overcome challenges together.