--- title: Seventeen Years of Bold Change: PMI’s Andolina on Innovation and Sustainability description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. canonical: https://time.com/branded-content/philip-morris-international/shaping-a-smoke-free-future-inside-pmi-europes-bold-transformation-journey/ article:opinion: false article:content_tier: free article:published_time: 2026-07-20T09:47:14.482Z article:modified_time: 2026-07-20T09:47:07.278Z og:title: Seventeen Years of Bold Change: PMI’s Andolina on Innovation and Sustainability og:description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. og:url: https://time.com/branded-content/philip-morris-international/shaping-a-smoke-free-future-inside-pmi-europes-bold-transformation-journey/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Seventeen Years of Bold Change: PMI’s Andolina on Innovation and Sustainability twitter:description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # Seventeen Years of Bold Change: PMI’s Andolina on Innovation and Sustainability ## Video: TIME Studios x PMI Executive Spotlight [Watch (HLS stream): TIME Studios x PMI Executive Spotlight](https://cdn.jwplayer.com/manifests/UBXh5wF9.m3u8) (4:09)  _Published 2025-10-23. TIME Studios x PMI Executive Spotlight_ Seventeen years into his career at Philip Morris International, [Massimo Andolina](https://www.linkedin.com/in/massimo-andolina/), President of Philip Morris International’s (PMI) Europe Region, has witnessed—and helped lead—a profound transformation. From the company’s landmark 2016 pledge to replace cigarettes with smoke-free alternatives, to the rapid rise of these products that now make up more than 40 percent of PMI’s total global net revenues, he points to these defining moments as proof of what bold commitments can achieve. In this conversation with Jessica Sibley, CEO of TIME, Massimo discusses how innovation has been the driving force behind progress. PMI has moved far beyond traditional tobacco, developing heated tobacco systems, vaping and oral nicotine products for adults who would otherwise continue smoking, while also reimagining how the company operates. Reskilling employees, building new capabilities, and reshaping corporate culture have been just as critical as product breakthroughs. “Cigarettes belong in museums,” he noted, emphasizing the urgency behind the company’s vision to make that a reality as quickly as possible. Regulation was another central theme. Massimo underscored the vital role of progressive, evidence-based policies in Europe, explaining that supportive frameworks are essential to speeding the smoke-free transition, broadening access to alternatives, and strengthening collaboration between the public and private sectors. The conversation also highlighted PMI’s broader economic and social impact in Europe. A [recent study by EY-Parthenon Belgium​](https://www.footprintreport.eu/)​ revealed that PMI supports over one million jobs across the EU economy, with more than €43 billion invested in innovation, development and commercialization in just four years, contributing to the total company’s economic footprint of around €290 billion in the EU. “Transformation requires both inspiration and perspiration,” Massimo said. “Real change only comes from rolling up our sleeves.” Sustainability anchors this journey, with commitments to carbon neutrality and fair income for all contracted farmers by 2025\. Looking ahead, Massimo expressed confidence that within the next decade, many European countries could be entirely smoke-free.  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