Americans to Corporate America: Step Up, Get Local, and Lead with Your Values

A groundbreaking new survey, “Invested in America: Today’s High Standards for U.S. Companies,” released today on behalf of Philip Morris International’s U.S. businesses (“PMI U.S.”), reveals that the majority of Americans expect corporations to take a leading role in addressing community and societal challenges—favoring local impact.

The PMI U.S. Philanthropy 2025 Benchmark Survey, conducted in April among 1,000 U.S. adults aged 21+, offers a portrait of a public that wants companies to go beyond business as usual. Companies are viewed as powerful and potentially better equipped than the government to drive change but only if CEO visibility and philanthropy are authentic and focused on genuine community betterment.

The survey found:

• 84% of Americans believe big companies have an ethical responsibility to support the communities where they operate.
• 78% say they’re more likely to buy from a brand that shares their values.
• 72% say corporations should help solve major systemic issues.
• 59% believe corporations may be better equipped than the government to tackle society’s most pressing problems.

“These findings make it clear: The era of pragmatic philanthropy is here,” said Stacey Kennedy, CEO of PMI U.S. “Americans are hungry for a new, grounded approach to ethical responsibility that’s about listening to communities, investing locally, and showing up consistently.”

When asked what makes a company a good neighbor, Americans overwhelmingly prioritize practical action over platitudes. Hiring locally and supporting small businesses (26%) and maintaining a consistent, visible presence in communities (23%) topped the list of valued practices. Meanwhile, 86% said the best way for a company to support a community is by offering stable, well-paying jobs.

It’s clear that Americans have little tolerance for performative-only philanthropy. Respondents ranked “failing to listen” as the number one mistake companies make in community engagement, followed closely by “doing it for PR.” They want companies to partner with local leaders, invest in jobs training, and build trust through sustained involvement, not one-off donations.

The public holds complex views on business leadership. While 68% think CEOs should take public stands on key issues, a majority (58%) say they prefer not to know a CEO’s political leanings. What matters more is visible involvement: CEOs who are active in their communities and empower their employees to give back earn the public’s trust and support.

Taken as a whole, the survey findings offer current guidance for PMI U.S. and other companies during a complex time for corporate leadership.

“It’s clear that a deliberate approach of listening to learn is key,” said J.B. Simko, Chief Civil Society & Underage Prevention Officer at PMI U.S. “Americans want to see partnerships that strengthen local communities and a shift from grand charity to shared responsibility and active collaboration. Corporate giving and engagement must focus more on tailored support and long-term partnerships that meaningfully address local needs – an approach we strive to take in the communities where we live and work.”

As part of its mission to improve public health by offering science-backed, smoke-free products that are better alternatives to continued smoking, PMI U.S. is also committed to being a good neighbor in the communities where its people live and work. The company has invested more than $832 million in new and expanded manufacturing facilities in America that provide well-paying jobs, and its affiliates have contributed more than $25 million in worthy causes since 2022, prioritizing military veterans and their families, economic empowerment, and disaster preparedness and relief.

Survey Methodology
The PMI U.S. Philanthropy 2025 Survey was fielded by 3W Insights between April 22 and 27, 2025, among 1,000 U.S. adults 21 and older. The survey was conducted online using opt-in panel participants. The survey is representative of the U.S. population, based on known Census demographics and geographics. The margin of error for this survey is +/-3.1%, with higher margins of error for subgroups. Statistical testing was conducted at a 95% confidence level, and subgroup findings in this analysis are statistically significant at 95% confidence.

About PMI

Invested in America
Philip Morris International Inc.’s U.S. businesses (collectively, “PMI U.S.”) are on a mission to improve public health in America by providing the ~30 million legal-age consumers who still smoke traditional cigarettes with better, smoke-free alternatives. PMI U.S. is committed to responsible marketing practices that help prevent access to its products by people under the age of 21. PMI U.S. businesses employ more than 2,500 people across America and operate product manufacturing facilities, including in Owensboro, Kentucky, and Wilson, North Carolina. Since 2022, PMI U.S. has contributed approximately $25 million to charitable causes, amplifying the good work of organizations already active within communities through financial contributions and volunteering.

For more information, please visit www.pmi.com/us/ and www.pmiscience.com.

References to “PMI” mean the Philip Morris International family of companies. “PMI U.S.,” “we,” “our,” and “us” refer to PMI U.S. businesses.

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