This company’s vision for a smokeless world is driving the transformation of the global tobacco industry

The global British American Tobacco Group (BAT) is pursuing “A Better TomorrowTM by Building a Smokeless World” — and transforming their business and an entire industry. This purpose and vision fuel the group’s mission to transition adult cigarette smokers to potentially reduced-risk alternatives. With over one billion adult smokers globally and almost 30 million in the US, BAT and its US subsidiary, Reynolds American, believe the time is now, and the opportunity is here to adopt pragmatic solutions to reduce the harm caused by smoking.

Operating in the largest market within BAT, the Reynolds American organization, based in North Carolina, has operated for almost 150 years in the US. Its ultimate parent company, BAT, is headquartered in London.

Reynolds American and BAT believe tobacco harm reduction (THR) could be one of the most significant advancements in public health. As a leader in the tobacco industry, BAT sees an opportunity to offer evidence-based, science-supported policy solutions that may reduce the harm associated with smoking cigarettes.

BAT aims to transition 50 million adult smokers to non-combustible products by 2030, targeting 50% of revenue from these products by 2035. To reach this goal, the BAT Group encourages adult smokers who may not want to quit tobacco entirely to explore their smoke-free alternatives to combustible cigarettes.

Reynolds American and BAT have respectively built a unique workforce across disciplines. As part of its 46,000+ global workforce across entities, the BAT Group employs nearly 1,600 research and development specialists who provide robust scientific evidence to evaluate product quality, integrity, and reduced risk potential. This innovative science focus is crucial for building adult consumer and regulatory trust and supporting BAT’s A Better Tomorrow mission.

BAT recognizes that its employees play an integral role in its success. Reynolds American and BAT have created dynamic work environments and inclusive cultures, which have earned both organizations many external accolades. 


Driven by the cross-category adult consumer insights, Reynolds American and BAT companies deliver an enhanced innovation pipeline by further investing in people, science, and capabilities, which bolsters a transformation-focused culture.

BAT’s transformation pillars focus on responsible growth, a sustainable future, and a dynamic business. Sustainability is at the heart of the Reynolds American organization’s transformation and is directly linked to its goals around THR.

Within an industry that relies on natural resources for its products, Reynolds American believes that acting as responsible environmental stewards, committing to long-term investments to use fewer resources, creating less waste, and enabling recycling and circularity across products is the right thing to do and makes sound business sense.

Being environmentally responsible and operating with integrity are central to BAT’s global sustainability strategy.


Reynolds American and BAT are optimistic that their investments focused on sustainable business transformation will drive positive momentum and progress the Building a Smokeless World mission.