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Our vision and values

We aim to be the world’s best at satisfying consumer moments in tobacco and beyond.

Our vision and values

The BAT Vision

Our people are the key to achieving our vision to be the world's best at satisfying consumer moments in tobacco and beyond. They supply the diverse ingenuity that excites and inspires adult smokers around our products and brands. Our people foster our productivity and responsible growth. So achieving our vision depends on them – but it looks beyond BAT as well.

Despite our vast scale and global reach, we make sure our vision values everyone we work with. We are a people-focused organisation in every sense. Taking care of over 100,000 small-scale farmers is as important to us as looking after our biggest investors. Our vision and strategy places the consumer at the heart of everything we do and underlines the importance of grasping new opportunities in tobacco and next generation nicotine products.  As consumers, and society in general, changes, it’s important that we change too. And the people and organisations who deal best with change are the ones who see it only as a positive.

Our values

We call them our Guiding Principles. They define what we stand for and give us all a compass for how to think, act and behave at work.

  • Enterprising spirit – we pursue growth passionately while accepting the entrepreneurial risk that comes with it. We are bold and strive to overcome challenges.
  • Freedom through responsibility – we always strive to do the right thing for society and use our freedom to act in the best interest of consumers.
  • Open minded – we’re a forward looking company that takes on board social changes and different perspectives. We’re always open to new ways of doing things.
  • Strength from diversity – we respect and celebrate each other’s differences, we enjoy working together and we value what makes each of us unique.