Can a tobacco giant build a smokefree future? | Next to Lead

In 2016, Philip Morris International announced a bold new mission: to deliver a “smoke-free future.” Its U.S. division—Philip Morris U.S.—is now leading that charge with a portfolio of smoke-free products, including the widely known nicotine pouch brand ZYN. Yet globally, Philip Morris International continues to sell cigarettes, fueling the very addiction it says it aims to eliminate.
In this episode, Ruth Umoh sits down with Seth Kaufman, chief commercial officer of Philip Morris U.S., to discuss what success looks like for a company trying to move consumers away from cigarettes, the ethical tensions embedded in its business model, and whether a truly smoke-free future is possible.

01:01 - Kaufman’s first few months at PMI
02:10 - career history in the consumer space
05:24 - the tension between commercial success and public health
08:32 - why has PMI pivoted to a public health mission?
10:00 - changing nicotine habits in consumers
11:40 - Kaufman’s career strategy and move towards the c-suite
18:10 - strategy when selling luxury goods
22:06 - why P&L responsibility is the key to senior leadership
25:22 - public health questions
26:30 - why sell cigarettes abroad if the U.S. market is smoke-free?
27:47 - balancing growth with preventing addiction
28:55 - how can PMI grow without new nicotine users?
29:51 - cultural symbolism of Zyn
35:13 - personal history with smoking and smoke-free products
36:49 - the power of mentorship

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