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Our guiding principles

Steering the values of our business and our people. Our Guiding Principles provide certainty about what we stand for and act as a compass to guide our behaviour.

Enterprising Spirit

British American Tobacco values enterprise and innovation from all of our employees across the world, giving us a great breadth of ideas and viewpoints to enhance the way we do business. We expect no different from our South African employees, and aim to foster in our people the confidence to pursue growth and new opportunities while accepting the considered entrepreneurial risk that comes with it. British American Tobacco South Africa employees are bold and strive to overcome challenges. This is the cornerstone of our success.

Freedom through Responsibility

We give our people the freedom to thrive in the local South African environment, and provide them with the benefits of our scale and the ability to succeed locally. British American Tobacco South Africa always strives to do the right thing, exercising our responsibility to society and other stakeholders.

Open Minded

One of our strengths is our corporate culture, which is key to our success. We are forward-looking and anticipate consumer needs, winning with innovative high quality products. We actively encourage and value other perspectives and are always open to new ways of doing things.

Strength from Diversity

Complementing local insights and talent, we are also able to draw on the expertise of our global management which represents people from around 140 nations. This gives us unique insights into local markets and enhances our ability to compete across the world. We respect and celebrate each other’s differences and enjoy working together. We harness diversity – of our people, cultures, viewpoints, brands, markets, and ideas – to strengthen our business. We value what makes each of us different and special.