Moving Beyond Smoking
At-A-Glance
Our Vision is to responsibly lead the transition of adult smokers to a smoke-free future. At Altria, we're Moving Beyond SmokingTM.
"Our vision reflects our most urgent responsibility priority - to reduce the harm associated with our companies' products. This is also a transformative business opportunity. Consumers are seeking smoke-free alternatives at a faster pace than we’ve seen historically, and our strategy is to deliver a compelling portfolio of products across today’s most promising innovative smoke-free platforms: e-vapor, oral nicotine pouches and heated tobacco."
Billy Gifford, Chief Executive Officer, Altria Group, Inc.We're guided by science and by our consumers, many of whom are seeking smoke-free alternatives with the potential to reduce harm. While the best choice for any smoker looking to reduce their health risk is to quit, we also know that not everyone can or will.
For these smokers, the next best option is to switch to smoke-free alternatives, which present substantially lower health risk as compared to cigarettes.1 This is the premise behind tobacco harm reduction.
The good news is, we’re seeing great signs of progress. Of the 55 million adult nicotine consumers 21+, we estimate 33 percent exclusively use smoke-free products.2 But we acknowledge that there's still a long journey ahead to fully realize the potential of tobacco harm reduction.
The actions we are taking will create a new and better Altria – and a different landscape that we believe will benefit adult tobacco consumers, our businesses and society.
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