Connections is the word we use when we talk about our strategy, our vision, our purpose, and our behaviours. It’s the thread that ties everything – and all of us – together.

Choose an option for more information.
Our
Strategy
Our
Vision
Our
Purpose
Our
Behaviours
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Our Purpose
We’re forging a path to a healthier future for moments of relaxation and pleasure.
Our Purpose is fully integrated into how we operate and the culture we are building. Along with our Vision, our Purpose guides big strategic decisions as well as the smaller choices each of us makes every day.

The destination is clear and ambitious: we want to see a healthier future for our adult consumers and the planet we all share. This is why we’re offering a broader and more compelling range of potentially less harmful products that provide moments of relaxation and pleasure.

This healthier future will take time to fully realise – we’re forging a path. Our industry is still in the early stages of the global transition from combustible cigarettes to potentially less risky alternatives. Individual choices made by the world’s one billion smokers are defining the pace of this transition. So, we listen carefully to all consumers, and we seek to collaborate openly with policy makers and our many business partners.

Across our operations we are also committed to a healthier future, and we plan to be fully Net Zero by 2040.
Our
Strategy
Our
Purpose
Our
Vision
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Our
Behaviours
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Our Vision
We’re building a strong challenger business powered by responsibility, focus, and choice.
If our Purpose defines where we are headed, then our Vision is the short-hand guide for how we will get there.

Being a challenger is about having the best understanding of our consumers and their choices. It’s about simple and efficient operations that allow us be agile. It’s a culture where people are empowered to do their best work.

We focus on where we can make a material positive difference. We know that we cannot and should not offer everything, everywhere. We act with the highest responsibility – we know that smoking has a serious negative impact on health.
Our
Strategy
Our
Purpose
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Our
Vision
Our
Behaviours
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Our Behaviours
We’re driving business performance through improvements in the way we work together and how we behave towards each other.
Our
Strategy
Find out more about our Behaviours
Our
Purpose
Our
Vision
Our
Behaviours
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DRIVE VALUE FROM
OUR BROADER
PORTFOLIO
FOCUSING
ON OUR
PRIORITY
MARKETS
BUILDING A
TARGETED NGP
BUSINESS
Our
Strategy
TRANSFORMING
IMPERIAL
BRANDS
What Our Strategy
Will Deliver
Our
Purpose
CONSUMER
AT THE CENTRE
OF THE
BUSINESS
SIMPLIFIED
AND EFFICIENT
OPERATIONS
Our
Vision
PERFORMANCE
-BASED CULTURE
AND CAPABILITIES
Our
Behaviours
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DRIVE VALUE FROM
OUR BROADER
PORTFOLIO
FOCUSING
ON OUR
PRIORITY
MARKETS
BUILDING A
TARGETED NGP
BUSINESS
Our
Strategy
TRANSFORMING
IMPERIAL
BRANDS
Our
Purpose
What Our Strategy
Will Deliver
CONSUMER
AT THE CENTRE
OF THE
BUSINESS
SIMPLIFIED
AND EFFICIENT
OPERATIONS
Our
Vision
PERFORMANCE
-BASED CULTURE
AND CAPABILITIES
Our
Behaviours
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Strategic
Pillars
We have set out a clear strategy that will
strengthen the business through strong
execution and consistent delivery.

The strategy will unlock value for our
shareholders, employees and all other key
stakeholders, supported by three clear
strategic pillars.

A renewed emphasis on our five priority
tobacco markets, a clear plan to drive value
from our broader market portfolio, and more
disciplined execution in NGP with an
increased focus on heated tobacco.
Our
Strategy
Our
Purpose
Our
Vision
Our
Behaviours
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Critical
Enablers
Our
Strategy
Placing the consumer back at the centre
of Imperial’s business, embedding a
challenger mindset that embodies a
performance-based culture and implementing
new ways of working to support an efficient
and simplified organisation.

These will be exciting times for Imperial Brands
as we transform and focus the company to
strengthen our delivery inthe years ahead.
Our
Purpose
Our
Vision
Our
Behaviours
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What Our Strategy
Will Deliver
A stronger business with a sharper focus behind tobacco and
clearly defined roles for our major combustible markets.

Our commitment to harm reduction will be evident through our
new targeted and more disciplined NGP business.

We will have an energised and motivated organisation that is
focused on meeting consumer needs with a culture that is smart,
agile and focused on delivery.

We will be a stronger business capable of delivering sustainable
growth in revenue and profit, with continued robust cash flows
and a strong and efficient balance sheet.
Our
Strategy
Our
Purpose
Our
Vision
Our
Behaviours
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What Our Strategy
Will Deliver
Our
Strategy
A targeted
and more
disciplined
NGP business
committed
to harm
reduction
Stronger
business in
our five
priority
combustible
markets
Clearly defined
role for the
broader market
portfolio to
optimise value
creation
New ways of
working and
culture that
reinforce focus
on consumer
and delivery
Our
Purpose
Sustainable
low-single digit
revenue growth
Mid-single digit
operating profit
growth
Robust and
reliable cash
generation
Strong and
efficient balance
sheet
Enhanced
cash returns
Our
Vision
Our
Behaviours
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FOCUS ON OUR
PRIORITY MARKETS
Our
Strategy
We focus our investment and resources around our five most important markets of USA, Germany, UK, Australia and Spain, which represent more than 70 per cent of our combustible operating profit.
Our
Purpose
Our
Vision
Our
Behaviours
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DRIVE VALUE FROM
OUR BROADER MARKET PORTFOLIO
Our
Strategy
We have identified additional opportunities to drive future growth though our broader market portfolio whilst realising efficiencies in how we operate these markets. We're selectively building those where we have attractive leadership positions, and exiting a small number of others.
Our
Purpose
Our
Vision
Our
Behaviours
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BUILDING
SCALE IN NGP
Our
Strategy
We have reset our NGP strategy, our activities underpinned by consumer insights and validation. We focus our investment behind heated tobacco opportunities in Europe, and in selective market opportunities in vapour. Our oral nicotine business remains focused on its existing markets within Europe.
Our
Purpose
Our
Vision
Our
Behaviours
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Our
Strategy
PUTTING THE
CONSUMER AT THE
CENTRE OF THE BUSINESS
We are investing to support a consistent approach to consumer insight, including better capabilities in brand and trade marketing, portfolio management, innovation and sales excellence.
Our
Purpose
Our
Vision
Our
Behaviours
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Our
Strategy
TRANSFORMING
OUR CULTURE
We are embedding a performance-based culture to enhance accountability, improve our agility and support teamwork and collaboration throughout the business.
Our
Purpose
Our
Vision
Our
Behaviours
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SIMPLIFIED AND
EFFICIENT OPERATIONS
Our
Strategy
Resources and capabilities are focused on our most important combustibles markets. Our NGP operations have been brought together within a unified, entrepreneurial business unit, and our global enabling functions are being aligned to support delivery of the strategy and ensure efficient allocation of resources.
Our
Purpose
Our
Vision
Our
Behaviours