PMI’s “Rethinking Disruption” calls for purpose-driven, EPPIC change—Efficient, Purposeful, Pro-social, Inclusive, Constructive—to tackle urgent global challenges. Survey data shows the public trusts business (68%) over government (45%) to drive positive disruption. PMI applies this by aiming to make cigarettes obsolete through science-backed smoke-free alternatives, regulatory reform, and public education. The white paper urges breaking gridlock, enabling equitable innovation access, and adopting disruption to improve health, climate action, and societal resilience.

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