Most people across the world strongly believe in innovation’s potential to address the biggest issues facing society in the next 10 to 20 years, according to a new independent survey commissioned by Philip Morris International (PMI).
The research—conducted by Povaddo in 10 countries in Africa, the Americas, Asia, and Europe—forms the backbone of PMI’s new white paper, “Innovation Under Pressure: Navigating Complexity to Drive Change,” which explores the challenges innovation must overcome to serve its critical purpose.
This includes countering misinformation, outdated biases, and policymakers’ inability to keep up with rapid technological advances—all of which threaten to obstruct the progress innovation can deliver.
Respondents recognize role of innovation to improve public health
The multinational survey provides valuable insights into public perceptions of innovation and the challenges that stand in its way.
Among the key takeaways:
- Around three in four respondents (71 percent) believe disruptive innovation can enable vaccine development and deployment.
- Nearly two-thirds (62 percent) think innovation can ensure quality and affordable healthcare for all.
- Opinions are more divided on innovation’s capacity to reduce smoking rates (49 percent) and illegal drug use (43 percent), reflecting the complexities and entrenched beliefs associated with these issues.
- Citizens are excited about the opportunities technology and innovation can bring in the next few years (76 percent agree), but most (74 percent) also agree the debate on new innovations is polarized, causing consumer confusion and hampering the adoption of needed advances.
- Moreover, eight in 10 people across the 10 markets say misinformation is undermining progress.
Decisions grounded in facts—not “outdated assumptions”
PMI has committed its future to replacing cigarettes with smoke-free products as quickly as possible.
Despite the science and innovation underpinning our portfolio of better alternatives to cigarettes, we are routinely subjected to opposition from those who appear intent on ignoring the evidence.
We are a company that has leaned heavily into science and technological innovation to create better alternatives to cigarettes, to the benefit of public health globally”.
“And yet, sometimes it seems that the faster we move adult smokers away from cigarettes—by far the most harmful form of nicotine use—the more pushback we get. The bulk of this opposition stems from misunderstanding.
“Before dismissing an innovation’s potential, it’s vital that people—policymakers especially—take the time to review the scientific and public health evidence and make decisions grounded in facts rather than outdated assumptions.”
Mr. Olczak has called on these people to prioritize the needs of adult smokers rather than denying them access to scientifically substantiated better alternatives to cigarettes.
“The body of evidence supporting smoke-free alternatives to cigarettes is growing,” he added.
“Look at Sweden, which boasts the lowest smoking rate in Europe, or Japan, which has seen the prevalence of cigarette smoking drop 45 percent since 2014—the year heated tobacco products were introduced in that market.
“In any other industry, embracing such innovations and allowing them to displace more harmful products would be considered common sense. Unwarranted opposition by a small chorus of voices should not be allowed to hinder progress for the world’s estimated one billion adult smokers and public health.”
People demand accurate information about innovations
Despite the pioneering products at the heart of our business and the public health opportunities they represent, it’s clear that the sheer pace of innovation across all industries in the 21st century is proving problematic for many people.
Indeed, around two-thirds of study participants (64 percent) worry that technological change is happening too fast for society and economies to adapt.
Respondents also pointed to insufficient information on the benefits and risks of these innovations, public skepticism, and mistrust (often fueled by social media), and ethical concerns.
Citizens want their governments to act to hasten the adoption of advancements poised to have a positive impact.
A strong majority (90 percent) of respondents say it’s important for governments to ensure public access to accurate information about innovations and to establish clear and fair regulations.
Additionally, 87 percent emphasized the importance of governments tackling misinformation, 83 percent highlighted the critical need for collaboration between the private and public sectors, and 82 percent cited the need to foster an open and balanced public debate on emerging innovations.
Collaboration is key to driving positive change
PMI’s “Innovation Under Pressure: Navigating Complexity to Drive Change” white paper provides a comprehensive analysis of the current innovation landscape, highlighting opportunities and challenges in industries including clean energy, AI, and biotechnology.
In it, PMI calls on governments, public health authorities, and civil society to embrace positive change and engage in good faith dialogue grounded in science and evidence.
By bringing relevant parties together to address the complexities involved, society can unlock the full potential of innovation to drive positive change and address some of humanity’s most pressing issues.
* Survey Methodology: The white paper is based on an international survey conducted by Povaddo between December 13 and 27, 2024. The survey included 10,250 general population adults aged 21 and older in 10 countries: Argentina, Brazil, France, Italy, Mexico, South Africa, South Korea, Spain, the United Kingdom, and the United States. The results are accurate to a margin of error of ±1 percent at the overall level.