Learn why science-based regulation, open dialogue, and long-term investment are key to strengthening Europe’s competitiveness and accelerating innovation.
As Europe faces pivotal choices on innovation, competitiveness, and industrial resilience, the decisions policymakers make today will define the region’s economic and societal future. In this conversation, Massimo Andolina, president, European region, Philip Morris International (PMI), joins Peter Vanham, senior special correspondent, Fortune Brand Studio, to discuss how businesses can help strengthen Europe’s innovation ecosystem.
For PMI, innovation starts with pragmatic, science-based regulation, which requires open and constructive dialogue among policymakers, businesses, and communities to build practical frameworks that enable progress, attract investment, and deliver societal impact.
The discussion also explores PMI’s science-led transformation toward a smoke-free future. Over the past decade, the company has invested more than $16 billion globally in research and development, helping shift nearly one-half of its European revenues to smoke-free products. This transformation meant reengineering value chains, building new capabilities in Europe, and putting transparency, evidence, and consumer understanding at the center of innovation. “When you look at our business today, more than 1 million jobs in Europe are impacted by that,” says Andolina. “Isn’t this exactly the type of things that build that competitiveness that we’re looking for?”
Watch the video to see how dialogue, science-based policy, and sustained investment can help position Europe as a global leader in innovation.