Cigarettes will disappear in 10 yearsㅣPhilip Morris International Jacek Olczak

Summary

ジェイシェク・オルチャックはフィリップモリス・インターナショナルの最高経営責任者です。同社は10年間にわたり、「世界から喫煙をなくす」というビジョンのもと、より安全な無煙製品への転換を目指してきました。過去に音楽家を夢見ていたオルチャックは、喫煙の有害性を認識しつつも、ニコチン依存からの脱却の困難さを実感。そこで同社は10億ドル以上を投じ、科学的根拠に基づく無煙製品の開発に注力してきました。彼は今後もこの変革の道を進み、世界中の喫煙者に新製品を提供し続けることを誓っています。

Takeaways

• 😀 フィリップモリスインターナショナル(PMI)は、安全で健康的な代替製品に事業を転換することを目指している。
• 🚭 PMIは10年前から、喫煙の危険性を減らす製品の開発に10億ドル以上を投資している。
• 🔬 PMIには現在1,500人以上の科学者が新製品の研究開発に従事している。
• 💨 PMIの最終目標は、世界中から燻製タバコを廃止することである。
• 🆕 PMIはIQOSなどの無煙製品で2,700万人の利用者を獲得した。
• 💼 PMIの事業変革は前例のない規模であり、さまざまな課題に直面している。
• 🌱 PMIは健康・ウェルネス分野への新規事業展開も視野に入れている。
• 🔍 科学的根拠に基づく代替製品の普及が、喫煙率低下の鍵となる。
• 👐 企業や個人には変革する権利があり、社会全体でその取り組みを支援すべきである。
• 🚀 確信を持って新しいことに挑戦し、消費者から学び続ける姿勢が重要である。

Q & A

ジャセク・オルチャックはフィリップモリス・インターナショナルの最高経営責任者ですが、彼の若い頃の夢は何でしたか?

若い頃、ジャセクはバンドでベースギターを演奏していました。フィリップモリス・インターナショナルに入社しなければ、非常に成功したミュージシャンになれたかもしれないと述べています。

なぜオルチャックは英語を学ぶ動機がなかったのですか?

オルチャックがポーランドで育った当時、「鉄のカーテン」の下にあり、外国に行く機会がなく、外国のメディアにもアクセスできなかったため、英語を学ぶ必要性を感じていませんでした。しかし、両親の強い勧めで英語を学びました。

フィリップモリスに入社してどのくらいの期間がたちましたか?

オルチャックは30年以上前にフィリップモリスの財務部門に入社しました。

フィリップモリスの「スモークフリー」への取り組みはいつ始まりましたか?

オルチャックの前任者たちは、科学的根拠や技術革新がない時代から、スモークフリー製品への投資を始めていました。しかし、10年前にフィリップモリスが公にスモークフリービジョンを発表した時には、多くの疑問や懐疑的な見方がありました。

なぜオルチャックはたばこ会社への入社を躊躇していましたか?

オルチャックは非喫煙者で健康オタクだったため、たばこ会社から仕事を oferられることを想像すらしていませんでした。当初は、たばこ産業が科学的議論に参加することに懐疑的でした。

フィリップモリスのスモークフリー製品の開発にはどのくらいの投資がなされましたか?

2008年以降、フィリップモリスはスモークフリー製品の研究開発と製造に100億ドル以上を投資してきました。

スモークフリー製品への移行は簡単なプロセスだったのでしょうか?

いいえ、スモークフリー製品への移行は前例のない取り組みで、フィリップモリスは未知の領域に飛び込んでいます。しかし、ビジョンを信じ、消費者からの学びを積み重ねながら進化し続けています。

フィリップモリスの研究開発部門にはどのくらいの人員が従事していますか?

研究開発センターには700人が従事していますが、グローバルで研究やサポートに携わる人員は1,500人以上に上ります。

スモークフリー製品への移行は、フィリップモリスのビジネスにどのような影響を与えていますか?

現在、フィリップモリスの総収益の3分の1がスモークフリー製品から得られており、100億ドルの収益にもなっています。また、1,500人の科学者を擁するようになり、ヘルスケア・ウェルネス分野での新しい事業ラインも構築されつつあります。

オルチャックは、フィリップモリスのこれまでの取り組みとこれからの展望をどう捉えていますか?

オルチャックは、これまでのスモークフリー製品への移行で大きな進歩があったことを認めつつ、今後10年間で更なる進展が期待できると信じています。多くの人々がこの進歩を積極的に評価し、マインドを開いてくれることを望んでいます。

Outlines

00:00

🎸 元ミュージシャンの道から企業人への転身

ジェイセック・オルチャックは、かつてミュージシャンを夢見ていたが、両親の勧めで英語を学び、フィリップモリスに就職した。30年以上にわたり、さまざまな役職を経験し、最終的に同社のCEOに就任した。たとえ新しい役割に移る際は難しさを感じたものの、同社のサポートのおかげで乗り越えることができた。若い頃から喫煙者だったが、有害性を認識していた。

05:01

🚭 喫煙問題の解決に向けた努力と医療・ウェルネス事業への進出

フィリップモリスは、10年以上前から科学的根拠に基づく健康被害の少ない代替品の開発に10億ドル以上を投資してきた。現在、研究開発の99%がスモークフリー製品に割り当てられている。喫煙による害を最小限に抑えるため、喫煙者に対し「喫煙をやめる」か「スモークフリー製品に切り替える」ことを促している。代替製品の浸透には課題もあるが、着実に進展している。将来的には、ニコチン離れも視野に入れつつ、医療・ウェルネス事業にも進出する計画がある。

10:03

🌱 社会の健康増進への貢献と企業変革への自信

同社はこれまでに2000万人以上の喫煙者をスモークフリー製品に切り替えることに成功した。喫煙率の大幅な低下に貢献できたことは大きな達成であり、今後さらなる進展が期待されている。一方で、外部から十分な支持を得られていないことが課題だが、変革を続ける決意は固い。喫煙問題の解決に貢献できれば、喫煙者本人のみならず、家族や社会全体の健康増進につながる。リスクを恐れずに新しいことに挑戦し、消費者から学び続けることが重要である。同社には10億人を超す喫煙者への貢献の大きな機会があり、その実現に全力を尽くす。

Keywords

💡無煙化する

この表現は、たばこ会社が従来の燃焼式たばこからより安全な無煙製品に移行することを意味しています。スクリプトでは、フィリップモリス社が「無煙化する」ことを会社の目的としていると述べられています。つまり、同社は世界中の人々に無煙製品を提供し、最終的に燃焼式たばこに代替させることを目指しているのです。

💡安全な代替品

安全な代替品とは、燃焼式たばこに比べてより健康への害が少ない製品のことを指します。スクリプトでは、フィリップモリス社がIQOSなどの「無煙」製品を安全な代替品として開発し、従来の有害なたばこに置き換えようとしていることが説明されています。これらの代替品は、たばこの有害性を大幅に低減する可能性があります。

💡行動変容

行動変容とは、人々が長年の習慣を変えることを意味します。スクリプトでは、たとえ健康面での利点があっても、愛好者に燃焼式たばこから無煙製品に切り替えさせるのが難しいと指摘されています。長年のたばこ習慣を変えるには、大きな行動変容が必要だからです。フィリップモリス社が挑戦しているのは、この行動変容を促すことです。

💡科学的根拠

科学的根拠とは、実験や研究によって裏付けられた事実のことです。スクリプトでは、フィリップモリス社が無煙製品の健康への影響を科学的に検証し、燃焼式たばこよりも健康リスクが低いことを実証しようとしていると述べられています。製品の安全性を科学的根拠に基づいて主張することが重要なのです。

💡変革

変革とは、根本的な変化を意味します。スクリプトでは、フィリップモリス社が従来のたばこ事業から無煙化製品への大規模な事業転換を行っていることが語られています。これは同社にとって前例のない大変革であり、膨大な投資と従業員の意識改革が必要とされています。たばこ業界全体の変革でもあります。

💡ニコチン

ニコチンとは、たばこに含まれる有害な依存性物質です。スクリプトでは、フィリップモリス社が燃焼式たばこをなくすことを目指しているものの、ニコチンそのものを無くすことまでは考えていないと示唆されています。無煙製品にもニコチンが含まれているため、依存性の問題は残る可能性があります。

💡信頼

信頼とは、人々がある組織や製品を信用することを指します。スクリプトでは、かつてのたばこ業界への不信感が無煙製品に対する懐疑的な見方につながっていることが語られています。フィリップモリス社は、新しい取り組みを通じて人々の信頼を取り戻そうとしているのです。

💡規制当局

規制当局とは、企業活動や製品を監視・規制する政府機関のことです。スクリプトでは、フィリップモリス社が無煙製品の販売を認可してもらうため、科学的データを規制当局に提出していることが述べられています。製品の安全性を規制当局に認められることが、事業展開の鍵となっています。

💡健康とウェルネス

健康とウェルネスは、人々の心身の健康状態や幸福感を表す言葉です。スクリプトでは、フィリップモリス社が従来の事業に加え、健康やウェルネス関連の新製品開発に乗り出していると示唆されています。これは同社がたばこ一辺倒からの脱却を目指す戦略の一環と考えられます。

💡機会

機会とは、新しいビジネスの可能性や成功のチャンスを意味します。スクリプトでは、無煙製品事業が同社にとって最大の機会であり、全力を注ぐ必要があると強調されています。一方で、長期的には健康・ウェルネス分野にも機会があると示唆され、バランスの取れた事業ポートフォリオを構築することが重要とされています。

Highlights

Philip Morris International has been transforming its purpose to 'unsmoke the world' by replacing cigarettes with safer smoke-free alternatives over the last 10 years.

Jacek Olczak's parents persistently encouraged him to learn English despite living behind the 'Iron Curtain', which proved invaluable for his career at Philip Morris.

Olczak admits change is difficult, but Philip Morris helped navigate his career transition from finance to becoming the CEO.

Philip Morris started investing in smoke-free products before the science and technology were ready, driven by a desire to address the harm of smoking.

Initial skepticism surrounded Philip Morris's vision to go smoke-free, raising questions about the science, consumer acceptance, and the company's motives.

Around 2008, advancements in battery technology and science enabled Philip Morris to accelerate its development of smoke-free alternatives, investing over $10 billion since then.

99% of Philip Morris's research and development resources are now focused on smoke-free products, completely divesting from cigarettes.

The company's ambition is to phase out cigarettes worldwide by applying the principle: 'If you don't smoke, don't start. If you smoke, quit. If you don't quit, change' to scientifically substantiated smoke-free alternatives.

Philip Morris's IQOS product has shown clinical improvements in cardiovascular and respiratory diseases compared to cigarettes, with the potential for significant cancer risk reduction over time.

After 9 years, IQOS has gained 27 million users worldwide, demonstrating consumer acceptance of smoke-free alternatives.

Philip Morris's transformation is unprecedented, requiring an open-minded approach, continuous learning, and adaptation to navigate uncharted territory.

The company has built a team of over 1,500 scientists focused on researching and supporting smoke-free products, a transformation from its previous lack of scientific focus.

In 2020, Philip Morris received authorization from the U.S. FDA for reduced exposure claims for its IQOS product as a Modified Risk Tobacco Product, marking a significant milestone.

While replacing cigarettes with smoke-free alternatives is the current focus, Philip Morris is also exploring new lines of business in healthcare and wellness, leveraging its scientific capabilities.

Olczak encourages open-mindedness and judgment based on Philip Morris's current actions and progress in resolving the smoking problem, rather than holding onto past perceptions.

Transcripts

My name is Jacek Olczak. I am a Chief Executive  Officer of Philip Morris International. So,  

Philip Morris International for many years, has  been known as the cigarette maker, the global  

leader in the cigarette category. And for the  last 10 years, we've been known as the company  

which wants to transform its purpose fully to  “unsmoke the world”, to replace the cigarette with  

safer and much better alternatives, the smoke-free  products, different categories and so on.

When I was younger, I was playing  in a band, I was playing on the  

bass guitar. I actually think if not for Philip Morris, I could have been a very successful  

musician. What was my motivation to learn English at that time? My motivation was zero, but there  

was a huge persistence of my father and mother who were forcing me to learn English. And I was  

questioning what was the purpose of learning the language which you have no opportunity to use?  

Because Poland as you know, we're behind the “Iron Curtain” and you know, you couldn't travel,  

you didn’t have any access  to the foreign media etc. So 

fast forward, actually, I owe it very  much to my parents that I caved in,  

and I listened to them and learned the language. 

I joined Philip Morris more than 30 years ago in  the finance department. I always wanted to have a 

finance career, and Philip Morris  has somehow helped me realize the  

other aspects of the business than just the finance. So I  

was moving from operations to sales,  many other roles in the company and 

then you know, fast forward really  fast forward 30 years later,  

I am a Chief Executive Officer. I don't regret anything to what has happened to me,  

but I do admit that very often when I was changing roles, I found it very difficult to change. Change  

is not something which we  like to do, we always will 

admit and claim that we are open  to changes, but the reality is,  

we don't like to change. Somehow with the help of Philip Morris,  

they navigated to help me navigate  my career. So, I ended up what I am 

now. I learned how  

to smoke when I was in the last years of my  university, so it was before Philip Morris, 

and I was a smoker for more than 20 years. My  predecessors started investing into the smoke-free 

products, still when science was not  there, and technology innovations  

was not there, but we had the desire to address the problem  

of smoking. So, if you know that the  cigarettes are so harmful, is there 

a way that you could reduce the harm created by  cigarettes? 10 years ago, when we started sharing 

more with the public, our vision  to go smoke-free and we're  

showing and demonstrating the product, and there were more questions than  

answers and a lot of people were  skeptical. Will it work? Will it be 

accepted by the smokers? What  is the science behind it? 

So, I joined PMI about five years ago. It was a  difficult decision because I'm not a smoker. I'm  

a health freak, and I was not even thinking that  a tobacco company would have their eyes on me. 

There is a lot of skepticism, distrust and maybe  even dislike, because oh my gosh, what is the 

tobacco industry doing in a scientific debate? And  I have to admit I was one of those people. When I 

came to interview for the company, I  was like, ‘if they think I';m going to  

say smoking doesn't cause death and  disease, they're completely wrong’.

So, look, there's been a debate around better  alternatives to cigarettes in the US since the  

70s, the 80s the 90, there's even books written  about it in the late 90s, one of them was called  

‘Clearing the Smoke’, simply because we've known  for decades that cigarettes cause diseases and  

are addictive. So, the question, ‘can we  do something for those who don't quit?’,  

has always been there. What was missing was the  technology, the science to come up with that  

alternative in a way that consumers like. But  it's approximately in 2008, that we realized,  

we could do it. The battery technology had  evolved. The science had evolved. We realize  

at the time that we could invest more and  accelerate the pace of change and we've  

invested over 10 billion dollars since 2008,  in research development, manufacturing.

99% of our entire R&D, research, development,  product development, etc. the resources are today,  

behind the smoke-free product. So, we  completely de-invest in cigarettes,  

because we perceive, we consider the faster  we get rid, frankly speaking, of cigarettes,  

the better it is for the public, for the  smokers, for the people and for the company.

First, you know, growing up, I thought once people  know that smoking is bad for you, it will just  

disappear. Then as I went through my education  and into my career, I realized despite the fact  

that smoking is harmful, people continue to smoke.  That's the hardest thing to get as a scientist. If  

you put the science out there that proves smoking  is bad, you think you've solved the problem. So,  

coming up with a product that's less harmful is  one thing, but actually convincing people to make  

that tough behavioral change and actually giving  up cigarettes is even harder. That was the biggest  

challenge that we faced. But even as a scientist  realizing that you have to face, it was difficult.

The ambition of the company is to basically phase  out cigarettes around the world. And how do we  

phase out cigarettes? We do it by applying the  position of the company. “If you don't smoke,  

don't start. If you smoke, quit. If you  don't quit, change.” And this means change  

to smoke-free products that are scientifically  substantiated to be better alternatives.

Cigarettes are something that's harmful for  you, and IQOS has a number of benefits. If  

you think about the three families of  smoking related diseases, when it comes  

to cardiovascular diseases, you immediately  see clinically, the improvement. Respiratory,  

same thing because you don't have solid  particles that stick to your lungs. On cancer,  

you will need more time because those diseases  develop over time, but all what we see, points  

in the direction of a significant reduction.  So ultimately the change is real. I mean,  

if you ask if you have friends who used to  smoke and move to IQOS, ask them how they feel.

When these smoke-free products  were first commercialized under  

the brand IQOS in Japan and  in Italy, nine years after,  

there are 27 million users of IQOS  around the world. When you talk to an

Well, we’re always going to the completely new  territories, to the unchartered waters. Nobody  

has done such a transformation. Nobody has done  a transformation at the scales and the size of  

our company. So yes, obviously as you know  a lot of things ahead of your organization,  

so you can demonstrate to yourself even that  this vision has the high degree of realism  

that this is realistic vision. However, the fact  of the life is you're jumping into the territory  

which nobody has ever jumped before. But if you  believe into something, it actually prompts you  

to have this courage, to build on this and you  have to be very open-minded in a sense. You are  

making a lot of assumptions. You have to verify  them in almost in a real-time, take a lesson,  

incorporate, improve, improve, improve. So,  what we know about the smoke-free products,  

compared to what we knew 10 years ago, we'd  most likely wouldn't start the transformations  

10 years ago, but the fact that we know so  much about the smoke-free products today,  

is because we started 10 years ago. Learn how to  swim without going to the water without knowing  

how to swim. You might watch YouTube, but you only  have a perception of the view on how to swim. So,  

each of us have learned swimming by stepping into  the water without knowing how to swim. And this  

is exactly what is happening in Philip Morris,  what happened to Philip Morris 10 years ago.

We have about 700 people that work in this R&D  center, but as a company we have now over 1,500  

people globally that either are doing science  doing research or supporting the company in  

order to allow us to do the research. When I  started here at PMI, I was really in charge  

of building a data management and biostatistics  function that could do the clinical research,  

which ultimately was submitted around the world  to regulators to allow the product to be marketed.  

When I started with the company, we were doing  maybe one clinical trial every couple of years  

and we built up the organization to be able to  conduct eight clinical trials in parallel. So,  

a complete transformation and focus on science,  for an organization who's never been that focused  

on science before. And in the end in 2018, I got  to defend the science to the US FDA’s Tobacco  

Products Scientific Advisory Committee, so I got  to answer all the questions that they asked. I got  

to defend the science and ultimately, in 2020, we  got the authorization for a Modified Risk Tobacco  

Product(MRTP) with reduced exposure claims.  And I think that was my most exciting moment.

It will take decades to eventually get to a point  where people abandon cigarettes. We can't really  

tell if they will abandon nicotine as well  but at some point, that may not become the  

issue anymore. For now, we need to be focused on  replacing cigarettes with smoke-free alternatives,  

but in parallel we're building a new line of  business because now we have 1,500 scientists  

who work with us full time. We have capacity,  capability that we didn't have before with both  

companies in the healthcare and wellness  space. So, we're actually also building  

a new line of products in the healthcare and  wellness that potentially will become additive  

to what we already have. But again, I think  speculating further than a few decades would  

really be too much. And humanity has always  used nicotine, so let's see where it ends.

You could still have an opinion about the  companies from the past, but it's also I think,  

needed that you know, your people open their minds  and judge us what we are doing today and how much  

already we contributed to resolving the problem  of smoking, rather than keep on telling us that  

we shouldn't trust the tobacco company. At the  end of the day, it’s not the company, but it’s  

the people who are in the company. You watch  the actions, you judge them on the actions,  

and you have to go in and reformulate your  opinions. Everyone. Everyone has the right to  

change. When they're depriving either individuals  or the companies from the right to change to  

transform, this is actually slowing the progress  with the negative consequences in the society.

The key achievement is that somebody would have  told us 10 years ago that “we will have more  

than 20 million fully converted IQOS users,  that we’ll have a $10 billion revenues coming  

from smoke-free products, that we will have 1/3  of our revenues from the total group which is a  

very large company coming from smoke-free  products”. You would be skeptical on how  

realistic it is. So, I think we have made so  much progress on the smoke-free journey so far,  

despite the fact that here and there, one could  expect maybe we should get the more support.  

But we're not complaining. However, I think  that also comes now the next 10 years period,  

that I think that more people should be happy  of the progress which we have made and I’m not  

talking people in the company but the people  externally. Being encouraged that many markets  

will have reduced the smoking rates by the degree  which was never achieved in the past by deploying  

all the conventional ways of addressing the  problem of combustible smoking. People should,  

more people should open their minds and look  very objectively what we have and what big  

opportunities for everyone around. Because not  only the smokers, or people who smoke but also  

the families, the kids, the wives, the husbands,  everyone around somehow is impacted by the problem  

of smoking, and therefore we should all celebrate  the progress that we're going smoke-free.

I am not that much worried about the prospect  of Philip Morris. But my objective today is  

focus on what we have achieved today  and build on a current success. There  

are still more than a billion smokers  in the world. With us converting today,  

fully converting 20 million smokers,  we barely scratched the barrel of the  

opportunities which lies in front of Philip  Morris, and it’s my job that we stay on this  

course and it’s very important in the business  also that you have a one mega big opportunity  

and make sure that you’re very successful in  addressing this opportunity. There might be  

other opportunities which are popping up on the  longer time horizon. So, you keep them a little  

bit aside. It doesn’t mean that you don’t invest  but you cannot reprioritize and lose the focus of  

what is the immediate biggest opportunity  in front of us and also for the society.

Well, if you believe in something, go for it.  You know, we sometimes try to overcomplicate  

the things in our thinking, not realizing that  there is a degree of the thinking and that really  

is the design of the product, service, process  etc. that you will never have a 100% guarantee  

that something can be successful. If you add  the 60-70% sort of probability that this might  

lead to the you know to the success product, go  for it. Because the rest you will learn from the  

consumers, and the faster you go and serve the  consumer, then you start improving and learning.  

And very often people are worried that there is  a risk of the failure, but the fact that you're  

not doing anything is the highest risk of the  failure because you essentially change nothing.

So, if you believe into something, you do your  homework, you go and run. And you're going to win.

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