The world today is undergoing a profound realignment. Economic power, demographic growth, and innovation capacity are no longer concentrated in a few places. They are emerging across more regions, creating a more complex and multipolar landscape. This shift reflects a broader distribution of opportunity and responsibility, where results depend on how well governments, businesses, and institutions work together to turn innovation into real gains for people..

Many countries across Asia, Africa, the Middle East, and Latin America are increasingly at the heart of this shift and the potential for progress. Economies in the Global South are growing, populations are expanding and becoming more digitally connected, and governments are building systems designed for today’s global realities. These regions are often open to new technologies, quick to adopt them, and willing to rethink outdated models. But meaningful progress will always be shared. It will come from different strengths across regions. Many countries are advancing through rapid adoption of new technologies, while others contribute deep experience in science, policy, and regulation. As these capabilities come together, the real question is how effectively innovation can be expanded so its benefits are felt widely and fairly.

One area where this challenge is clear is the effort to make smoking obsolete. More than a billion people around the world still smoke, and over 80 percent live in countries of the Global South. This demographic reality gives these regions significant influence on the pace and scale of reducing the harms of smoking. To ensure that innovative, better alternatives to continued smoking reach the millions who need them most, these countries must be at the center of global strategies.

Fortunately, the momentum is shifting in the right direction. People are receptive to new technologies. Governments are prioritizing the modernization of health systems, expanding digital infrastructure, and enhancing regulatory capacity. And with economic growth increasingly driven by innovation, the conditions are ripe for progress. By the end of September 2025, PMI has brought smoke free products to more than 35 markets of the Global South.

The effort to create a smoke‑free future aligns naturally with national development agendas: improving quality of life, reducing long‑term healthcare burdens, and stimulating new industries built on technology and science.

Yet progress is hindered by limited consumer awareness, economic constraints, and regulatory barriers—including outright bans on innovative alternatives, that correlate with rising cigarette consumption.

Realizing the smoke-free vision requires that innovation be inclusive. Millions of smokers have already converted to better alternatives. Many more, however, still lack access to accurate information about the relative risks of smoke-free alternatives and the science behind them. Misconceptions — often rooted in misinformation or limited public awareness — remain among the most significant barriers to progress. Affordability is another crucial dimension. For innovation to be meaningful, it must be within reach for all.

When innovation is designed for inclusivity, its impact extends far beyond individual consumers. It strengthens innovation ecosystems, supports the development of local expertise, and aligns private‑sector initiatives with public‑sector goals.

Regulation remains one of the most critical determinants of progress. Policies that clearly distinguish smoke‑free alternatives from traditional cigarettes — and that are grounded in scientific evidence — create the conditions for responsible growth. They empower consumers with choice, protect public health, and encourage investment in innovation.

This is a defining moment. Leadership in public health innovation is broadening, and so is responsibility. When governments, industry, and civil society work together, positive change is accelerated.

Our task is clear: expand access to better alternatives for adults who smoke, base decisions on science, and cooperate at scale. The ambitions of the Global South, alongside efforts worldwide, can help shape a better future.

Through collaboration, innovation, and shared purpose, we can deliver progress that lasts.