Creating Fulfilling Moments.
Creating a Better Future.
JTI's purpose is our North Star, it is the reason behind our existence. The purpose drives every single one of us, it is our raison d’être.
This is the beginning of a journey, one that will be carried out with many actions across the company, starting with us.
Everything we do starts with the consumers. Consumers are constantly evolving, that’s why we evolve with them, aiming to create high-quality and enjoyable experiences. Hence, the emphasis on the first part of our purpose is to be consumer-centric and strive to deliver on consumer expectations.
While delivering on these expectations, we are also committed to investing and developing products with the potential to be less harmful, and constantly look for ways to make our products more sustainable and contribute to a better future.
“Creating” is an integral part of our purpose, it is a call to action. A commitment to answer what our consumers want while working in a better future for them and all societies where we operate.
Our new Purpose inspires and moves us, it is how we strive to make JTI an even better place to work, where our employees feel empowered, fulfilled and energized. This is OUR WAY.
Our Way guides us to bring our Human Best. It helps us to build our strengths and celebrate who we are. To achieve this, JTI commits to four pillars to empower employees and drive high performance.
