Reduce post-consumer waste

We understand that our product proposition needs to address both the health impacts of our products, as well as their environmental impact. To address the latter, we strive to embed principles of eco-design and circularity in our products. We also implement effective post-consumer waste management solutions to prevent littering and promote the responsible disposal of products at end-of-life.


Old heated tobacco devices for recycling

Our 2025 Roadmap goals

see our full 2025 roadmap

REDUCE POST-CONSUMER WASTE

Reduce post-consumer waste and prevent littering by implementing comprehensive programs covering all our consumables.

Follow eco-design and circularity principles for all smoke-free electronic devices.

Key performance indicators to track our progress

Reduce post-consumer waste and prevent littering by implementing comprehensive programs covering all our consumables

We significantly expanded anti-littering programs for cigarette butts to cover 92 percent of sales volumes in 2024. End-of-life take-back programs for smoke-free consumables covered 21.5 percent of sales volumes by year-end, progressing slower than expected in high-volume markets.*

* Shipment volume includes heated tobacco units, e-vapor cartridges, and disposable vaping devices. See PMI’s Sustainability KPI Protocol 2024 for further details.


Follow eco-design and circularity principles for all smoke-free electronic devices
In 2024, for the first time, we developed and published three pre-certified Environmental Product Declarations (EPD) for IQOS ILUMA i devices, detailing their environmental impact. During the year we also implemented several eco-design requirements into select pilot projects.
fundamentals background

See full performance metrics

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Learn more about PMI’s Sustainability Index in our Integrated Report 2024. See the full performance metrics and related footnotes here.

The right thing to do

Reducing and appropriately managing post-consumer waste means we extract, convert, and use fewer raw materials from a planet with limited natural resources.

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The right thing to do

Reducing and appropriately managing post-consumer waste means we extract, convert, and use fewer raw materials from a planet with limited natural resources. By reducing materials used in our packaging, combustible products, smoke-free consumables, and electronic devices, we can reduce our environmental footprint and decrease our negative impact on the planet and society.

Moreover, committing to the safe and responsible disposal of post-consumer waste addresses society’s concerns regarding the impacts of litter. Among others, there are concerns over the pollution resulting from improper disposal of plastic and other materials such as metals, potentially resulting in harm to wildlife and humans alike. We recognize the imperative of designing lower-impact products and working to protect nature and preserve the environment.

The business case

Many consumers consider the environmental impact of products and services in their purchase decisions.

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The business case

Many consumers consider the environmental impact of products and services in their purchase decisions. Regulators also are increasingly focused on corporate responsibility regarding the manufacture and use of materials (e.g., single-use plastics, electronic device repairability, packaging, end-of-life management). Appropriately addressing post-consumer waste mitigates negative impacts on our bottom line, as producers increasingly are asked to participate in cleanup costs or cover a significant share of the product end-of-life waste management cost. It also helps us to enhance our brand equity and corporate reputation, and to meet consumer expectations.

Heightened consumer expectations and regulatory trends further motivate us to innovate in ways that can drive competitive advantage. Devising more circular value chains not only reduces waste and litter but also promotes better use of materials and higher operational efficiency.

Recycling heated tobacco devices

Our progress in 2024

Read more in our Integrated Report
Related articles, case studies, and videos
Old heated tobacco devices for recycling

Zoom in: Post-consumer waste

Learn more
Anti-Littering Event Korea September 2024 thumbnail
Working together to reduce litter
Tobacco leaf close-up

Preserve nature

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Littering prevention and sustainability in the Nordics

My name is Anette Rosengren. I'm Managing Director for the Nordic business,

so that's Iceland, Norway, Sweden, Finland and Denmark.

Our vision is to make the Nordics smoke-free.

Coming to the challenges, our markets are very, very restrictive,

so we have a point-of-sale display ban in four out of five markets.

So our ability to communicate with [legal-age] consumers is limited.

Because we know that legal-age smokers want to understand if there are alternatives.

So our biggest challenge is actually to create awareness.

By creating awareness about alternatives

it's easier for the legal-age smokers to make a better choice.

So if I give you another example of the highly restricted markets around us,

is that in 2019,

the Swedish government decided to put a law in place to ban outdoor smoking.

So you're not allowed to smoke in a restaurant, at a festival or actually at the bus stop.

They wanted to protect people from secondhand smoke, so the intentions were good,

but this meant they were removing all ashtrays from the public space,

and this led to an increase in butt littering,

because you didn't remove the smokers.

You only removed the butts from the ashtrays to the streets.

We started to work together with the municipalities,

and also with an NGO anti-littering organization,

in order to address this issue with the smokers,

in order to make sure that we reduce the butt littering.

When it comes to our sustainability mission,

we can see today that now we have these pocket ashtrays,,

we worked together with our retailers, so our customers, in order to improve sustainability.

I think by that we will actually reach a lot of legal-age smokers to change their habits.,

So if I get to the second part with concrete examples, our e-cigarette.,

And when we had a focus group with Finnish consumers before the launch, they were asking us, "So what am I going to do with this plastic?",

At all sites where we are selling VEEV, you can also actually deposit the plastic.

So from the beginning we are creating a circular business model.

When we talk about the aspirational targets for us in the Nordics,

the most aspirational is of course to create a smoke-free Nordics.

That's the number one.

Youth access prevention is also a very important program for us.

And thirdly, of course the waste management.

I've been giving you examples on circular and also on anti-littering and pocket ashtrays.

 

Female scientist in a Philip Morris International laboratory

Sustain product reliability

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Not-Ashtray thumbnail
Our world is not an ashtray

Working with behavioral scientists to change attitudes toward littering

Piano music starts

Pia Prestmo’s voiceover starts:

We decided to go with mind shift because

there are well-renowned scientists,

behavioral scientists that have worked

Pia Prestmo, Manager External Affairs at Philip Morris Norway, talks to camera:

...on litter before and they've done

research on behalf of both the authorities

and other private companies.

Jørgen Dalen, Behavioral Scientist at Mindshift, speaks to camera:

The benefits of our cooperation with the

PMI is that they give us a chance to conduct

experiments so we are pretty sure about

the real effects of these measures.

The experiments work really well,

Especially the footsteps on the ground.

I think it's the most effective measure we have ever

seen on littering

You always have to think about

motivation and what drives people in

order to make a proper behavior design.

Ida Kopperstad, Behavioral Scientist at Mindshift, speaks to camera:

Our techniques are based on research and

studies about human behavior and how to

trigger the right behavior at the right time.

Pia Prestmo, Manager External Affairs at Philip Morris Norway, talks to camera:

Well I think ballot bins are pretty well

known all over Europe and in Oslo, we

have them you know in every street corner.

but I just wanted to look into

how can you have smokers use them even

more to make them more a part of their everyday?

Jørgen Dalen, Behavioral Scientist at Mindshift, speaks to camera:

I think we now have the knowledge on how

to reduce the litter so now it's pretty

much up to the stakeholders to

to make these measures go through.

Pia Prestmo, Manager External Affairs at Philip Morris Norway, talks to camera:

I think that nobody can do this alone.

I think all good forces need to be joined

I'm talking about the authorities,

private companies, civil society,

we all need to do our part and we need to speak

together and you know align in order to

to have the good results that we all want to have.

When we started this project I did

expect nudging to have an effect,

but not such a great effect.

I was astonished.”

Words on screen read:

Mindshift study results: 145% usage increase with nudging and prompts about the bins’ purpose.

20% bin usage increase when adding further messages to capture attention.

Philip Morris International logo is seen on screen.

Music ends

 

PMI collaborates with Cortexia to analyze litter

Music starts

Voiceover begins

At PMI, we know the importance of working with experts in order to grow in a

more sustainable and responsible way. And this is why we are always looking for companions

to better understand and meet the challenges ahead. In 2017, we started working with Cortexia

to analyze litter, how much there is, of which type, and the measures that most efficiently

reduce litter. Cortexia is a project that combines artificial intelligence

and sustainability. Our technology allows us to monitor the streets and quantify litter

in real time.

Andréas von Kaenel, CEO of Cortexia, speaks to camera:

We help the city to improve the efficiency on cleaning resources,

including special emphasis on cigarette butts.

Voiceover speaks:

This new technology helps to

understand an old problem by showing which waste is littered where and when.

Andréas von Kaenel, CEO of Cortexia, voiceover speaks:

Partnering with PMI was a qualitative leap for us to develop certain technologies that allow us

to move towards a clean and sustainable future, not only in cities but also in seas and beaches.

Jens Rupp, Manager of Environmental Sustainability, Philip Morris International, speaks to camera:

We are aware that we can play a crucial role in changing people's habits.

We want to be the one to promote that change. We must be.

Andréas von Kaenel, CEO of Cortexia, voiceover speaks:

Many cities have already used our technology to improve their litter rejection programs.

By being more effective in reducing cigarette butts here,

we will avoid pollution there.

Cortexia offers us the possibility to quantify an anti-littering campaign success by evaluating

whether cigarette butt littering is reduced as a result of specific actions and by how much.

Jens Rupp, Manager of Environmental Sustainability, Philip Morris International, speaks to camera:

These insights are incredibly useful for us.

Andréas von Kaenel, CEO of Cortexia, speaks to camera:

Together we have developed new tools which allows us to move forward.

We even use drones to measure litter.

Voiceover speaks:

Every new partnership helps our efforts and increases our effectiveness to protect the environment.

Logos appear on screen for Philip Morris Internation and Cortexia.

The words: Working together appears alongside them.

Music ends.

 

PMI and Litterati: Working together

Instrumental music starts

Voiceover starts:

Litterati is an organization dedicated to

the prevention of litter we use

Jeff Kirschner, Founder and CEO of Litterati, speaks to camera:

...technology to engage people and then use

the collected data to drive smarter

litter prevention strategies.

Dick Ayres, Cofounder and Chief Strategy Officer at Litterati, speaks to camera:

We started taking a photograph on Instagram and now

we've developed a platform which

connects people allows us to analyze

data and to uncover insights and patterns.

Jeff Kirschner, Founder and CEO of Litterati, speaks to camera:

The type of litter item as well

as where and when it's picked up are all

recorded for analysis.

Jens Rupp, Head of Environmental Sustainability at Philip Morris International, speaks to camera:

Litterati is one of the world's leading

experts and actors on anti-littering.

Jeff Kirschner, Founder and CEO of Litterati, speaks to camera:

We can empower people with the tools to be part of the solution.

Voiceover speaks:

The data is taken from the application

so just by taking a photograph we can

extract from that photograph the bottles,

the cans, the cigarette butts, that are in it,

they're geo-located.

We can understand

concentrations we can understand where

hot spots are.

Jeff Kirschner, Founder and CEO of Litterati, speaks to camera:

From identifying every cigarette butt or

piece of plastic on a city street to

locating illegal dog sites.

Voiceover continues:

and understanding that helps us find solutions to

how this littering can be reduced over time.

Jens Rupp, Head of Environmental Sustainability at Philip Morris International, speaks to camera:

they have a fantastic consumer-facing

app an application that can be used to

generate engagement and they also have

presence in many countries.

So working together allows us

to reach more people, to engage more

people than we could ever have dreamt of otherwise.

We're working with Litterati and also Carto,

one of the world's leading geo-analysts to develop a little

monitoring baseline in all the countries

where we operate.

This in turn will allow us to define

better programs,

more effective programs to change

behavior across the world.

Jeff Kirschner, Founder and CEO of Litterati, speaks to camera:

We can be a data driven decision tool

for every city in the world,

engaging a global community to be part

of the solution.

Jens Rupp, Head of Environmental Sustainability at Philip Morris International, speaks to camera:

We have a 2025 target to reduce by 50 percent

the plastic litter from our product,

this is an immensely ambitious target.

Jeff Kirschner, Founder and CEO of Litterati, speaks to camera:

I'm an optimist. I believe that in 10 years

we will be fast approaching the true end to litter.

Words appear on screen reading:

Philip Morris International, Litterati, Working together.

Music ends.

 

Related reports, policies, and documents

Environmental commitment

download

Anti-littering policy

download

Reduce post-consumer waste strategy

download

Sustainability KPI Protocol 2024

download

Looking ahead

We aim to reduce the carbon and overall environmental footprint of our electronic devices through innovative design improvements that consider the selection of more sustainable materials. In 2025, we will continue implementing eco-design principles in the early design phase, focusing on responsible material use and the inclusion of recycled materials, as well as on repairability and end-of-life programs. Importantly, we are also preparing our device portfolio to include removable battery and replaceability options that will enhance our device longevity and increase the circularity of batteries and the critical raw materials they contain. We plan to introduce these improvements into our devices gradually starting in 2026. Looking ahead, as we continue to expand our portfolio of electronics and incorporate new innovations, our efforts toward extending the life of our devices and optimizing design for repair and recycling will remain steadfast, leveraging design for sustainability as an innovation driver. We will continue to ensure robust product quality in our developments while supporting adult consumers in maintaining their devices through the serviceability of functional and cosmetic components. Through these steps, we aim to drive a more sustainable product life cycle and reinforce our commitment to global circularity.

We will continue the expansion of our refresh and repair capabilities for electronic device life extension, and the remarketing of refreshed and refurbished products, confident we will achieve our 2025 aspiration. To address the environmental impact of single-use e-vapor products, we plan to scale awareness and incentive programs to facilitate consumer switching from disposable e-vapor products to reusable, closed-pod systems. In 2025, we also plan to deploy digital tools we piloted in 2024 across our IQOS brand retail environments in more markets to reduce unnecessary returns and extend the device’s lifespan.

We will continue to explore and test non-plastic filters, while seeking to address scalability challenges for those already identified as promising solutions which we have tested to date. Looking ahead to 2025 and beyond, we are committed to maintaining extensive coverage of our cigarette butt anti-littering initiatives, ensuring that our efforts remain locally tailored and impactful. Additionally, we are dedicated to enhancing the effectiveness of these programs by leveraging innovative strategies and fostering community partnerships to drive meaningful change.

We remain committed to exploring opportunities to enhance our packaging portfolio by incorporating recycled content, particularly in the areas of plastics and board, despite the challenges associated with the availability and acceptability of these materials. The ongoing integration of Swedish Match into the business introduces a new and challenging dimension to our packaging portfolio. We view this integration as a significant opportunity to reassess and implement more circular packaging solutions, such as refillable or reusable options and alternative materials, for this expanding format. This initiative aligns with our overarching sustainability goals and underscores our dedication to advancing environmentally responsible practices within our operations.

This online content about our Integrated Report should be read in conjunction with PMI’s Integrated Report 2024. This report includes metrics that are subject to uncertainties due to inherent limitations in the nature and methods for data collection and measurement. The precision of different collection and measurement techniques may also vary. This report includes data or information obtained from external sources or third parties. Unless otherwise indicated, the data contained herein cover our operations worldwide for the full calendar year 2024 or reflect the status as of December 31, 2024. Where not specified, data comes from PMI financials, nonfinancials, or estimates.

Unless explicitly stated, the data, information, and aspirations in this report do not incorporate PMI’s wellness and healthcare business, Aspeya. Regarding the Swedish Match acquisition, completed late 2022, unless otherwise indicated, this report includes information pertaining to its sustainability performance. Please also refer to "This report at a glance" on page 2 of the PMI’s Integrated Report 2024 for more information. Aspirational targets and goals do not constitute financial projections, and achievement of future results is subject to risks, uncertainties and inaccurate assumptions, as outlined in our forward-looking and cautionary statements on page 206. In PMI’s Integrated Report 2024 and in related communications, the terms “materiality,” “material,” and similar terms are defined in the referenced sustainability standards and are not meant to correspond to the concept of materiality under the U.S. securities laws and/or disclosures required by the U.S. Securities and Exchange Commission.

 

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