By Lian Cheng
By the serene lake, nestled between the Alps and the Jura mountains, in the small town of Neuchatel, Switzerland, the Cube—Philip Morris International’s (PMI) state-of-the-art research and development (R&D) centre—sits quietly in the winter breeze.
At first glance, the glass building came across as sleek and stoic, seemingly unperturbed by the chill. Apart from the reflection of flickering ripples caught by the glass as the wind brushed against the blue lake, the Cube seems almost lifeless. One could perhaps attribute this to the gloomy weather, with dark clouds hanging over the horizon and the dampness in the air.
Contrary to its cold appearance, however, the Cube was warmed by human activity as soon as one stepped inside. The lobby was filled with individuals engaging in quiet conversations and inaudible chatter. Every now and then, bursts of laughter punctuated the slightly louder exchange of greetings.
This architectural marvel, a harmonious blend of functionality and aesthetics, is composed of three separate buildings: Earth, Wind, and Water. These structures are connected by sky bridges and encased in a glass frame, forming a cubic shape—hence, the Cube.
Astute readers like you may have noticed that there are four elements of matter—earth, wind, water, and fire. So, where is the Fire in the Cube? Well, there is no fire element, as the primary mission of the centre is to stop “burning”.
Aspiration of the Cube
In his presentation on December 2, 2024, at the Cube, PMI Head of Regulatory Market Activation, Rishaad Hajee, began by debunking the myth that nicotine is the primary cause of smoking-related diseases.
He explained that the issue with smoking lies in the burning of cigarettes, which creates smoke containing more than 6,000 chemical constituents. Of these, over 100 have been classified as harmful and potentially harmful, contributing to smoking-related disease among smokers.
This is why PMI has dedicated the Cube to R&D, with the goal of delivering a smoke-free future through innovations that address the problem and help more than one billion smokers worldwide.
Rising to the challenge, PMI has disrupted its own business by leveraging technological innovation and sound scientific evidence to produce smoke-free alternatives. While these alternatives are not completely risk-free, they represent a far better choice than traditional smoking.
The Cube stands as a testament to PMI’s determination, with 1,586 scientists, engineers, technicians, and support staff working in R&D roles, and 99 per cent of its total R&D expenditure allocated to smoke-free products. Between 2009 and 2023, a cumulative investment of USD 12.5 billion was made, Rishaad revealed.
It is the aspiration of PMI and its staff that smoke-free net revenues will account for more than two-thirds of its income while making up about 60 per cent of the global smoke-free markets.
“Our message is clear. If you don’t smoke, don’t start. If you smoke, quit. If you don’t quit, change. But we cannot make this journey alone,” said Rishaad, who called on world leaders, governments, regulators and NGOs to evaluate the science behind smoke-free alternatives.
Discussions within the Cube
Making comparisons between Turkey, Mauritius, Thailand, Brazil, Japan, Sweden, Iceland, and New Zealand, Rishaad explained that countries with high uptake of smoke-free products (SFP) have reduced smoking prevalence more rapidly than those that have implemented smoking bans (see chart below).
Of the four countries that have successfully reduced cigarette smoking prevalence—Japan, Sweden, New Zealand, and Iceland—Rishaad highlighted the case of Japan, where the increase in sales of heated tobacco products (HTPs) coincided with a decrease in the sales of traditional cigarettes. He cited the research report by Michael Cummings, Georges J. Nahhas, and David T. Sweanor, titled “What is Accounting for the Rapid Decline in Cigarette Sales in Japan”. (See chart below).
Rishaad also referenced Sweden, where he explained that the country has achieved one of the lowest smoking rates among its developed peers, primarily due to the use of oral products to deliver nicotine instead of traditional smoking.
Research findings have shown that, following the switch from tobacco smoking to oral products, Swedish men have the lowest tobacco-related mortality rates among males in the European Union (EU), he added (see chart below).
He stated that an increasing number of countries are embracing tobacco harm-reducing products, citing New Zealand as an example. New Zealand has a comprehensive tobacco law that differentiates the treatment of combusted and non-combusted products, with the government publicly encouraging smokers to make the switch.
Reflections outside the Cube
After the presentation, the tour of the Cube itself began.
The research facility not only boasts a glassy exterior but is equally transparent within. Natural light floods the interior, creating an inviting and energising space. The three interconnected structures foster an open atmosphere, where the reflections of light occasionally blur the boundaries between different spaces.
Laboratories, research rooms, offices, and meeting spaces are designed with transparency in mind, perhaps to highlight the Cube’s commitment to openness in research and innovation. The design definitely encourages the free exchange of ideas and fosters collective progress.
Stepping outside the Cube, dusk had begun to fall. In the dim light of the late afternoon, the serenity outside stood in stark contrast to the highly informative discussions taking place within the glassy walls of the building. By this time, the humidity in the air had condensed into droplets of rain. Changes had occurred unnoticed, and we were unprepared.
Similarly, in the world of cigarettes and nicotine addiction, changes have been taking place without much awareness. In some countries, traditional cigarette smoking has gradually been overtaken by vaping and HTPs, while in others, progress remains stagnant, and discussions around alternatives are still under the radar.
How many, including policymakers, leaders, regulators, NGOs, and everyday individuals with smokers in their families, are truly aware of the ongoing conversations surrounding alternatives to cigarette smoking? How many are informed about the potential benefits, risks, and evolving trends related to products like e-cigarettes and heated tobacco?
As the landscape of nicotine consumption continues to shift, it is vital for all stakeholders to stay informed, weigh all the evidence, and understand the broader implications of these changes—not only for public health but also for future regulatory frameworks and smoking cessation strategies. — DayakDaily
