“Sustainability”: BAT’s new marketing argument

March 12, 2021

Par: National Committee Against Smoking

Dernière mise à jour: March 12, 2021

Temps de lecture: 4 minutes

« Durabilité » : le nouvel argument marketing de BAT

British American Tobacco (BAT) has launched a campaign to promote its environmental, governance and CSR achievements. This campaign is part of an image policy and promotion of its new products associated with "A Better Future".

As consumers are increasingly concerned about environmental issues and tend to favor more sustainable products, companies, particularly in the tobacco sector, have made this environmental concern a key pillar of their corporate social responsibility (CSR) activities. Tobacco companies have frequently communicated about their “commitment” to the environment and developed programs such as beach cleanups, funding environmental organizations, and one-off donations for disaster relief, particularly in low- and middle-income countries. Added to this is a marketing pitch for their new products presented as “environmentally friendly.”

CSR: the pillar of the industry for the promotion of its new products

Since 2009, BAT has published every year on its website[1] “reports on its sustainability commitments.” In its new report, BAT details for consumers how the company plans to put the concept of “sustainability” at the forefront of its goals in order to achieve carbon neutrality and especially to reach 50 million consumers of non-combustible products by 2030. This new positioning of the company took place last spring and was reflected in a key element of the rebranding with the company’s slogan changing to “A Better Tomorrow.” A new logo and a colorful website are part of this movement. From the first page of the report, the brand highlights its new “reduced risk” products associated with a lower health impact.

Health-related CSR was also at the forefront of the manufacturer's communication during the COVID-19 pandemic. The latter presented itself as an organization comparable to a pharmaceutical laboratory, a public health player and no longer as a cigarette manufacturer.[2]. The latter has used vaccine development as a public relations opportunity, highlighting the company's progress in this area alongside its policy of donations during the pandemic. BAT executives have been invited to participate in information programs. They have given interviews in major news outlets to discuss the issue of vaccines and present their new campaign "For a Better Tomorrow ", intended to promote their new products[3]-[4].

CSR in the tobacco industry: a concept that is incompatible with the fight against tobacco

The provisions on the prohibition of all forms of tobacco advertising increasingly constrain tobacco companies in their communication and commercial actions to promote their products. They try to develop CSR activities to reach various audiences. However, these methods of action are also considered irreconcilable with the defense of public health interests. The lines of application of the articles of the WHO treaty, the Framework Convention on Tobacco Control, which concern both the protection of public policies (Article 5.3) that the prohibitions of all forms of advertising (Article 13) explicitly include these modalities of action within the scope of the ban. Indeed, they facilitate access to decision-makers, improve the image of companies and strengthen their credibility. Ultimately, they can undermine the adoption and implementation of effective policies to reduce tobacco consumption.

Keywords: CSR, Sustainable development, greenwashing, Tobacco industry, BAT ©Tobacco Free Generation
[1] BAT launches ESG Week to amplify sustainability progress, PR Newswire, March 1, 2021, accessed March 11, 2021 [2] Generation Without Tobacco, 10th tobacco industry observatory in the face of the COVID19 pandemic, October 29, 2020, accessed March 11, 2021 [3] British American Tobacco's 'resilience' does not herald a 'Better Tomorrow', Action For Smoking and Health, April 29, 2020, accessed March 11, 2021 [4] BAT makes progress on COVID-19 vaccine & provides community support, BAT website, consulted on October 27, 2020 National Committee Against Smoking |

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