Global PMI Survey Highlights Public Demand for Accurate Information and Collaboration to Drive Innovation Forward

A new multinational survey commissioned by Philip Morris International (PMI) has revealed overwhelming global support for innovation as a key driver of progress—but also a growing concern over misinformation, regulatory delays, and a lack of collaboration hindering its full potential. The findings are part of a white paper titled “Innovation Under Pressure: Navigating Complexity to Drive Change,” based on a study conducted by Povaddo across 10 countries in Africa, the Americas, Asia, and Europe.

According to the study, eight in 10 people believe misinformation is undermining the adoption of critical innovations, while nine in 10 call for regulators to ensure accurate public information and clear, fair policies regarding new technologies. The research—covering over 10,250 adults—reflects strong public belief in innovation’s ability to tackle the world’s biggest challenges over the next two decades.

The survey found:

• 76% of respondents are optimistic about the role of technology and innovation in shaping the future.

• 71% believe disruptive innovation is essential for vaccine development and deployment.

• 62% see its potential to improve access to quality, affordable healthcare.

• 64% worry that the pace of innovation is too fast for societies to adapt.

• Only 49% believe innovation can reduce smoking rates—underscoring ongoing skepticism in certain areas.

The findings also indicate that polarised debates (74%) and insufficient access to accurate information are major barriers to public understanding and adoption of new technologies.

Andrzej Dabrowski, Vice President, Middle East and North Africa, PMI, emphasized the company’s focus on science-based solutions, particularly in promoting smoke-free alternatives to cigarettes as a public health measure.

“We are a company that has leaned heavily into science and technological innovation to create better alternatives to cigarettes,” said Dabrowski. “Resistance often stems from misunderstanding. Policymakers must rely on science, not outdated assumptions, to make informed decisions.”

He cited global case studies such as Sweden, which now has the lowest smoking rate in Europe, and Japan, which witnessed a 45% reduction in smoking since the introduction of heated tobacco products in 2014, as evidence of innovation’s impact on public health.

The white paper urges governments, public health authorities, and civil society to promote collaboration and good-faith, science-driven dialogue to navigate ethical, social, and regulatory complexities. Among key public expectations:

• 90% want regulators to ensure public access to accurate innovation information.

• 87% believe tackling misinformation should be a regulatory priority.

• 83% stress the need for public-private collaboration.

• 82% call for open, balanced public debate on emerging innovations.

“Innovation is happening rapidly across fields such as clean energy, biotechnology, and artificial intelligence. But without a shared understanding and the right frameworks, we risk slowing progress,” the white paper states.

With insights from Argentina, Brazil, France, Italy, Mexico, South Africa, South Korea, Spain, the UK, and the US, the study provides a global pulse on innovation’s perceived value and the roadblocks ahead. The findings offer a roadmap for institutions aiming to harness innovation to address society’s most pressing challenges—including healthcare, climate change, and economic development.