In fact, "marketing responsibly" is a key pillar of our underage tobacco prevention framework, and imperative to our success in transitioning adult smokers away from harmful combustible cigarettes and fully achieving tobacco harm reduction. That is why our responsible marketing practices are also referenced throughout the chapters of the 2019 Corporate Responsibility Progress Report – our progress in these areas is interdependent. We specifically outline the policies, processes and practices that govern our brands’ approach to responsible marketing and connecting with consumers, and the important ways our trade partners help us limit reach to unintended audiences.
The cornerstone of our approach to marketing responsibly is compliance with all legal, regulatory and internal policy requirements. We work hard to instill a culture of responsibility throughout our marketing and sales organizations and with our business partners. Marketing programs vary among our tobacco companies and their brands. But the focus remains the same – to responsibly grow market share by enhancing brand awareness, rewarding loyalty and driving competitive conversion among adult tobacco consumers – all while limiting our reach to unintended audiences, including non-users and those under the legal age to purchase tobacco products.
We believe adult tobacco consumers' preferences are likely to continue to evolve at an increasing rate, driving more changes for the tobacco industry. Our businesses will need to continue to respond and adapt. Our companies’ focus on consumer-centricity is and will be essential to meet and exceed these changing expectations – whether through new products, new ways of connecting with our adult consumers or new experiences at retail. We will continue to be guided by our long-standing responsible marketing practices, taking steps designed to limit reach to unintended audiences. And we are committed to evolving those practices to ensure we remain leaders in marketing responsibly, as we focus on new approaches to converting adult smokers to non-combustible products like IQOS and increasing our adult tobacco consumer loyalty through consumer loyalty programs.