--- title: The Power of Innovation: How Science Will Shape Our Future 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/the-power-of-innovation-how-science-will-shape-our-future/ article:opinion: false article:content_tier: free article:published_time: 2026-07-20T09:47:18.480Z article:modified_time: 2026-07-20T09:47:09.296Z article:section: Branded Content og:title: The Power of Innovation: How Science Will Shape Our Future og:description: Breaking news and analysis from time.com. 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Subscriptions are at time.com/subscribe-agent. #### What is included in a TIME print and digital subscription? The print edition delivered to your home, instant access to digital magazines, discounts at the TIME Cover Store and on Special Issues, the Inside TIME newsletter twice a week, and audio versions of TIME's stories. It is from $29 for one year or $49 for two years at time.com/subscribe-agent. #### What is the difference between TIME's digital and print plans? Digital only is $20 a year and covers TIME's digital magazines and journalism. Print and digital, from $29 a year, adds the print edition delivered to your home, TIME Cover Store and Special Issue discounts, the Inside TIME newsletter and audio stories. #### Is TIME a reliable news source? TIME is a general-interest news organization founded in 1923. Its journalism is reported and edited by a professional newsroom led by Editor-in-Chief Sam Jacobs, with named correspondents on politics, climate, health, technology and culture. It reaches 1 million US print subscribers and 1.15 million globally, plus more than 1.1 million newsletter readers. #### How do I subscribe to TIME magazine? Subscriptions are at time.com/subscribe-agent. Choose digital only at $20 a year, or print and digital from $29 a year or $49 for two years. TIME also publishes seven free email newsletters at time.com/newsletters, which do not require a subscription. #### Can I cancel a TIME subscription? Yes. TIME states that subscriptions can be cancelled at any time. #### Does TIME have free newsletters? Yes. TIME publishes seven free email newsletters reaching more than 1.1 million readers, covering daily news, Washington politics, health, AI, climate and energy, culture, and the newsroom itself. They are at time.com/newsletters and are separate from a paid subscription. ## Video: EC TIME SCIENCEMUSEUM 251124 LONGFORM Final [Watch (HLS stream): EC TIME SCIENCEMUSEUM 251124 LONGFORM Final](https://cdn.jwplayer.com/manifests/gw1Twc1s.m3u8) (3:58)  _Published 2025-01-03_ At the TIME100 Talks: The Power of Innovation – How Science Will Shape Our Future event in London, Dr. Gizelle Baker, Vice President of Global Scientific Engagement at Philip Morris International (PMI), participated in a compelling conversation with TIME Brand Editor and business journalist Mark Barton. Together, they explored the transformative potential of science and its crucial role in tackling some of the world's most pressing global challenges. Mark began the discussion by asking how science has been applied to address some of the most significant challenges in business and society. Dr. Baker highlighted the value of a systemic approach to problem-solving, stressing the importance of breaking down complex issues into manageable parts. She cited electric vehicles as an example, illustrating how incremental innovations helped pave the way for the revolutionary shift to battery-powered cars versus the reliance on gas powered engines, which directly tackle emissions at their source. “It’s about dissecting the problem into smaller parts,” she noted. Gizelle drew parallels to her work in the tobacco industry, where PMI has made it a priority to use scientific innovation to eliminate combustion in tobacco products, the process which produces smoke and releases harmful chemicals. “We had to get to the core of the problem,” Dr. Baker explained, describing the development of heated tobacco products, a less harmful alternative to smoking. However, she acknowledged the challenge of fostering adoption in a market still shaped by decades of entrenched behaviours. The conversation shifted to the topic of misinformation, with Mark highlighting its widespread presence in public discourse and asking how it impedes scientific progress. “I think as humanity we all like change, but we really hate transition,” she explained. “Transition is hard and with change comes transition. And with transition comes misinformation”. Gizelle explained that fear of change often fuels resistance. Misinformation, she explained, spreads faster and resonates more emotionally than factual, peer-reviewed science, especially in today’s fast-paced digital landscape. In our industry, the consequences of misinformation, for example, on the role of nicotine, go far beyond impacting our ability to innovate to bring less harmful products to consumers – it impacts the people who smoke and might be willing to try newer products that don’t carry the same risk. When Mark asked whether open and transparent science could eliminate misinformation, Gizelle offered a thoughtful and layered response. “Science alone isn’t enough,” she explained. Instead, she called for science to become more accessible and relatable, emphasising the importance of translating complex research into clear, digestible formats for the public. “We need to empower people with science,” she said, advocating for strategies that prioritise communication without compromising integrity. Observing the relationship between innovation and regulation, Mark noted the tension that often exists between the two. In response, Dr. Baker suggested that regulation frequently acts as a catalyst for innovation. She pointed to examples like solar energy and her work in tobacco harm reduction to illustrate this point. “Better products can exist, but if people don’t use them - or if they’re misused - their impact is zero,” she explained. She emphasized the need for regulations that foster innovation while protecting against unintended consequences, such as the appeal of nicotine products—designed for existing smokers—reaching new, unintended audiences like children. Mark concluded the session by commending Dr. Baker for her insights on how science and innovation can shape a better future while tackling pressing societal challenges.  [Find Out More](https://www.pmi.com/progress) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/branded-content/philip-morris-international/the-power-of-innovation-how-science-will-shape-our-future/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/branded-content/philip-morris-international/the-power-of-innovation-how-science-will-shape-our-future/"},"headline":"The Power of Innovation: How Science Will Shape Our Future","datePublished":"2026-07-20T09:47:18.480Z","dateModified":"2026-07-20T09:47:09.296Z","description":"","url":"https://time.com/branded-content/philip-morris-international/the-power-of-innovation-how-science-will-shape-our-future/","keywords":[],"thumbnailUrl":"","author":[],"articleSection":"Branded Content","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/branded-content/philip-morris-international/the-power-of-innovation-how-science-will-shape-our-future/","name":"The Power of Innovation: How Science Will Shape Our Future"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"EC TIME SCIENCEMUSEUM 251124 LONGFORM Final","description":"","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/gw1Twc1s/poster.jpg?width=720","uploadDate":"2025-01-03T16:26:05.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/gw1Twc1s.m3u8","embedUrl":"https://time.com/branded-content/philip-morris-international/the-power-of-innovation-how-science-will-shape-our-future/","duration":"PT3M58S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/branded-content/philip-morris-international/the-power-of-innovation-how-science-will-shape-our-future/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```