Our ethos

A key driver to delivering our purpose to build A Better Tomorrow is our ethos, which guides behaviours across the entire BAT Group.

Our ethos is about being bold, fast, empowered, responsible and diverse to create a future-fit culture at BAT.

Developed with significant input from employees, our ethos is the thread that must run through everything we do and how we do it. We believe it empowers our people, fosters a vibrant and rewarding workplace and promotes sustainable long-term value.

For our long-time employees and those who have more recently joined, we are inspiring an ethos that is responsive to constant change, embodies a learning culture and that is dedicated to continuous improvement.

We are bold

We are bold

  • Dream big – with innovative ideas.
  • Make tough decisions quickly and proudly stand accountable for them.
  • Resilient and fearless to compete.
We are fast

We are fast

  • Speed matters. Set clear direction and move fast.
  • Keep it simple. Focus on outcomes.
  • Learn quickly and share learnings.
We are empowered

We are empowered

  • Set the context for our teams and trust their expertise.
  • Challenge each other. Once in agreement, we commit collectively.
  • Collaborate and hold each other accountable to deliver.
We are diverse

We are diverse

  • Value different perspectives.
  • Build on each others’ ideas, knowledge and experiences.
  • Challenge ourselves to be open-minded recognising unconscious bias.
We are responsible

We are responsible

  • Take action to reduce the health impact of our business.
  • Ensure the best quality products for our consumers, the best place to work for our people, and the best results for shareholders.
  • Act with integrity, never compromising our standards and ethics.
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