Healthier futures

Supporting our purpose and vision

We believe that we can make a more meaningful contribution to harm reduction by offering adult smokers a choice of alternative next generation products.

And we are reducing our climate impact by minimising product packaging and production waste.

We're providing more choice to contribute to consumer health

Our approach to next generation products (NGP) is led by the consumer.

We aim to get as close as possible to our target adult consumers to understand their preferences and barriers to switching from combustible tobacco.

We contribute to harm reduction science

We conduct scientific studies to substantiate the tobacco harm reduction potential of our NGP compared to combustible cigarettes.

And we aim to deepen understanding of the long-term health impacts of NGP, while also addressing public misconceptions through clear, evidence-based studies and communication.

We are committed to preventing unintended use

As a responsible manufacturer, we market our NGP exclusively to adult smokers seeking a broader lifestyle change.

Unintended use by youth and other non-target audiences can significantly undermine the public health potential of NGP.

We actively advocate for robust and consistent regulatory enforcement to ensure product compliance, reduce illicit trade, and safeguard against misuse.

Consumer choice Scientific research Unintended use

Addressing climate change

We are working to reduce our impact on the climate, focusing on both mitigation and adaptation.

We are committed to achieving Net Zero emissions by 2040 across our entire value chain. This journey not only addresses the climate crisis but also drives innovation and strengthens supply chain collaboration.

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Our packaging and waste commitments

As a responsible manufacturer, we are committed to minimising our environmental impact and promoting sustainability throughout our value chain.

We are working to ensure that all our packaging is reusable, recyclable, or compostable, while actively reducing waste across our packaging and production processes.

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Click here to read more about our ESG performance

Campaigning for a healthier future

See the results

blu vapes help smokers switch away, studies find

Imperial Brands has carried out two new behavioural studies into its vape product, blu, showing how adult smokers use it in their daily lives to reduce – or even replace – cigarettes.

See the results

Watch the video

Take a look inside one of our Sense Hubs

Watch this three-minute video to learn how our Sense Hub in Liverpool is at the leading edge of our transformation.

Watch the video

Video case study: Providing alternative choices in Greece

In this three-minute video our Greek team explains Imperial Brands' active role in helping adult smokers transition away from cigarettes by offering a choice of next generation products.

Watch the video

Beyond Smoke

In the second edition of our Beyond Smoke publication, published in 2025, we explore our distinctive approach to tobacco harm reduction.

Find our about our consumer-centric approach to science and innovation, our next generation production portfolio and the importance of balanced regulation.