BAT’s purpose and strategy

The BAT Group set out an inspiring purpose for the whole company when it introduced its evolved strategy in March 2020.

The Group’s purpose is to build A Better Tomorrow by reducing the health impact of its business through offering a greater choice of enjoyable and less risky products for our consumers.

It will evolve its growth model through the development of a portfolio in tobacco, nicotine and beyond, meeting consumers’ evolving needs for enjoyment and satisfaction.

While cigarettes will be at the core of its business for some time to come, the Group aims to generate an increasingly greater proportion of revenue from products other than cigarettes and so reduce the health impact of its business.

This will deliver a better tomorrow for consumers who will have a range of enjoyable and potentially less risky choices for every mood and moment; for society through reducing the overall health and environmental impacts of our business; for employees by creating a dynamic and purposeful place to work; and for shareholders by delivering sustainable superior returns.

Meeting consumer needs

BAT sees new opportunities to capture consumer moments which have, over time, become limited by societal and regulatory shifts, and to satisfy evolving consumer needs and preferences.

Consequently, the Group has evolved its strategy to put a sharper focus on delivering a step change in New Categories performance, fuelled by investment from the continued delivery of its combustible business.

BAT’s evolved strategy is about anticipating and satisfying the ever-evolving consumer: providing pleasure, reducing risk, offering and increasing choice and stimulating the senses of adult consumers worldwide.

BAT will satisfy consumer needs through a focused portfolio of products that offer sensorial enjoyment for a variety of moods and moments.

You can read more about our Group’s purpose and strategy on our corporate website ,