From Bold Vision to Future-Driven Growth: How Philip Morris International Evolved Its Culture
Oct 21, 2025 — 03:00 pm - 3:25 PMStage SO2
Description
In 2016, PMI's business transformation was set in motion by a bold vision: becoming a global smoke-free champion. To sustain and accelerate this journey, PMI launched the PMI DNA in 2024, a cultural blueprint co-created with employees worldwide. Firmly believing that its people strategy is its business strategy, the company uses its PMI DNA to help foster a unified, growth-driven culture essential to achieving PMI's ambition of leading the future of smoke-free products and consumer goods innovation.
The PMI DNA defines how people at PMI work together, anchored in three core values: We care. We are better together. We are game changers. These values guide behaviors that build trust, collaboration, innovation, and a growth mindset across the organization.
In this case study presentation, Fred Patitucci, Chief People & Culture Officer, will share how PMI:
• Strengthened its business by embedding a common culture across a dynamic global workforce.
• Co-created values and behaviors with employees, turning culture into a shared movement rather than a mandate.
• Evolved leadership and employee experiences to reflect the needs of a changing global talent landscape.
• Integrated learning, upskilling, and reskilling as core elements of the employee experience, which helped embed a growth mindset across the organization, ensuring employees are prepared for AI and the future of work.
• Embedded the PMI DNA into key employee touchpoints and the lessons learned along the way.
• Measured the impact of the PMI DNA through pulse surveys of employees' understanding of the company's values and perceptions of how senior leaders model those values.
