With Unsmoke Your Mind white paper, Philip Morris seeks to reinforce its vision of a smoke-free future
January 23, 2020

For Philip Morris International, a product like IQOS represents the way ahead for a smoke-free world.  Against the backdrop of the World Economic Summit in Davos, PMI released a new white paper titled, “Unsmoke Your Mind: Pragmatic Answers to Tough Questions for a Smoke-Free Future”.

At the event, PMI Chief Operations Officer Jacek Olczac and Moira Gilchrist, VP Scientific Communications focused on elements like the need for greater transparency, an objective examination of the science as also open debate in creating the right regulation for smoke-free alternatives. The independent survey—commissioned by PMI and conducted by Povaddo among 17,251 adults aged 21-74 across 14 countries, examined public opinions of the regulatory, scientific and corporate landscape as PMI focuses on advancing smoke-free products to replace cigarettes as soon as possible.

Interestingly, the white paper shows a keen public appetite for open science and facts-driven policies regarding smoke-free alternatives to cigarettes. Nearly 9 in 10 respondents (87 percent) agreed that “when developing regulations, governments, regulators and public health bodies should consider the current science relating to e-cigarettes and heat-not-burn tobacco products.” Further underscoring support for scientific substantiation nin this category is the fact that 89 percent of respondents agreed that “before introducing e-cigarettes and heat-not-burn tobacco products to consumers, manufacturers must conduct robust scientific assessments on their products.”

As Moira Gilchrist, VP Scientific Communications at Philip Morris International elaborated, the Unsmoke Your Mind white paper explores challenging questions the public has about the role of these products today, specifically addressing the following:

  • We & Me: Do societies at large really care about smokers?
  • Science Illuminates, Science Blinds: Do consumers take scientific evidence seriously or do they disregard “science” as just another marketing trick?
  • The Age of Mistrust: How does (mis)trust affect attitudes toward smoke-free alternatives?
  • The Promise and the Threat of What’s New: How can we be confident innovations will be better than what they replace?
  • Big Isn’t Always Bad: Are there any serious alternatives to “big” in a world of 7.8 billion people?

To read the “Unsmoke Your Mind: Pragmatic Answers to Tough Questions for a Smoke-Free World” paper, visit www.pmi.com/UYMwhitepaper.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.
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