Our Voice & Actions

I have long believed in the power of Purpose, and I’ve seen firsthand the business benefits of a well-articulated and fully engrained Purpose statement. So, when I joined Altria, this was one of the first things I sought to do – to develop a Purpose statement to reflect our “reason for being” as a business. I wanted it to be consumer-oriented, reflect our strengths, inspire our employees and business partners, and provide a compass for business decisions. And because our business is in a state of transformation, our Purpose needed to reflect why we exist today and why we will exist tomorrow, even as our consumers and products evolve.

 

At Altria, our Purpose is “Elevating the Everyday – one moment at a time.” 

 

Any adult tobacco consumers 21+ who wants to quit should, but for those who can’t or won’t, our business decisions are made with them in mind. And our Purpose does just that – it is consumer obsession in action, reflecting the role we play in our consumers’ lives. Everything we do – from our companies’ quality products and brand experiences, to the way we interact with adult consumers, to our business practices and responsibility efforts – all are with the Purpose of “elevating the everyday” for our adult consumers.

Tobacco products play a role in the everyday lives of our adult tobacco consumers. They use tobacco products to elevate everyday moments when they wish to take a break, reward themselves, enjoy a moment of indulgence or enhance a social moment with friends. We’re proud of the role our companies’ leading products and brands play in these moments.

At the same time, we know that millions of adult smokers are seeking alternatives to cigarettes. Our Purpose is the driving force behind our Vision and why we are Moving Beyond Smoking^TM. Many of these consumers wish to continue enjoying nicotine, but without the stigmas and health risks associated with smoking. In keeping with our Purpose, and in pursuit of our Vision, we are “elevating the everyday” for these adult smokers by helping them transition to a smoke-free future. We’ll continue developing a portfolio of smoke-free products to satisfy adult consumers’ evolving expectations and desires.

As we explore future business opportunities beyond nicotine, we’ll be seeking to elevate new everyday moments for an even broader consumer base. We’ll look to offer products that provide stress relief, relaxation, energy and/or focus – needs that are currently not being satisfied with existing products in the market. As we do so, we’ll leverage our strengths and let our Purpose be our guide.