Multinational Survey by Philip Morris International Demonstrates Need for Greater Collaboration to Advance Innovation
Eight in 10 people believe misinformation undermines the adoption of critical innovations.
Nine in 10 people say it’s important for regulators to ensure public access to accurate information about innovations and to establish clear and fair regulations.
Dubai, UAE – July 28, 2025
The challenges facing our world can overwhelm, but most people strongly believe in innovation’s potential to address the most critical issues in the next 10–20 years, according to the results of a new independent survey commissioned by Philip Morris International. Conducted by Povaddo in 10 countries in Africa, the Americas, Asia, and Europe, the survey and resultant white paper “Innovation Under Pressure: Navigating Complexity to Drive Change” explore the challenges innovation must overcome to drive societal change, including misinformation, outdated biases, and policymakers’ inability to keep up with rapid technological advances.
The multinational survey provides valuable insights into public perceptions of innovation and the challenges obstructing progress. For instance, around three in four respondents (71%) believe disruptive innovation can enable vaccine development and deployment, and nearly two-thirds (62%) think innovation can ensure quality and affordable healthcare for all. Opinions are more divided on innovation’s capacity to reduce smoking rates (49%) reflecting the complexities and entrenched beliefs associated with this issue.
While citizens are excited about the opportunities technology and innovation can bring in the next few years (76% agree), most (74%) also agree the debate on new innovations is polarized causing consumer confusion. Moreover, eight in 10 people across the 10 countries say misinformation is undermining progress.
“We are a company that has leaned heavily into science and technological innovation to create better alternatives to cigarettes, to the benefit of public health globally,” said Andrzej Dabrowski, Vice President Middle East and North Africa, PMI. “While we sometimes encounter resistance as we move adult smokers away from cigarettes—the most harmful form of nicotine use—this often stems from misunderstanding. It’s crucial for everyone, especially policymakers, to review the scientific and public health evidence and make informed decisions based on facts rather than outdated assumptions.”
Dabrowski added, “The body of evidence supporting smoke-free alternatives to cigarettes is growing. For instance, Sweden boasts the lowest smoking rate in Europe, and Japan has seen a 45% drop in cigarette smoking prevalence since 2014, the year heated tobacco products were introduced. We are also encouraged by the positive steps being taken in the Middle East, where there is a growing recognition of the potential benefits of smoke-free alternatives. This proactive approach to public health and innovation is commendable and sets a strong example for others to follow.”
The sheer pace of innovation in the 21st century brings a spate of challenges. Indeed, around two-thirds of study participants (64%) worry that technological change is coming on too fast for society and economies to adapt. Respondents also pointed to insufficient information on the benefits and risks of these innovations, public skepticism and mistrust (often fueled by social media), and thorny ethical concerns. Citizens want their regulators to act to speed the adoption of advancements poised to have a positive impact. A strong majority (90%) of respondents say it’s important for regulators to ensure public access to accurate information about innovations and to establish clear and fair regulations. Additionally, 87% emphasized the importance of regulators tackling misinformation, 83% highlighted the criticality of collaboration between the private and public sectors, and 82% percent cited the need to foster an open and balanced public debate on emerging innovations.
The “Innovation Under Pressure: Navigating Complexity to Drive Change” white paper provides a comprehensive analysis of the current innovation landscape, highlighting opportunities and challenges in industries including clean energy, AI, and biotechnology. In it, PMI calls on governments, public health authorities, and civil society to embrace positive change and engage in good faith dialogue grounded in science and evidence. By bringing relevant parties together to address the complexities involved, society can unlock the full potential of innovation to drive positive change and address some of humanity’s most pressing issues.
The white paper is based on an international survey conducted by Povaddo between December 13 and 27, 2024. The survey included 10,250 general population adults aged 21 and older in 10 countries: Argentina, Brazil, France, Italy, Mexico, South Africa, South Korea, Spain, the United Kingdom, and the United States. The results are accurate to a margin of error of ±1 percent at the overall level.
