Using Location Intelligence to Combat Litter with PMI

Phillip Morris


Phillip Morris


The Client

Philip Morris International is a leading international tobacco company, with a diverse workforce of around 73,500 people who hail from every corner of the globe. They are dedicated to replace cigarettes with smoke-free products as fast as possible.

The Challenge

Cigarette butts are the most littered item in the world, with 4.5 trillion discarded each year. As part of their global initiative “Our World Is Not an Ashtray” they want to increase the scale and reach of its participation in clean-up activities, to raise awareness of the issues of littering—and cigarette butt littering particularly—in local communities.


In partnership with Litterati, Cortexia, and CARTO—Philip Morris International have implemented a data-driven approach to assess the prevalence of cigarette butt litter across the globe; identify litter hotspots; and, monitor the impact of anti-littering activities.


Thanks to CARTO’s previous work with Litterati, Philip Morris International were able to quickly leverage our combined technology to gather behavioral insight on cigarette butt littering, map problem areas, and mitigate future risk.

For more details on this customer story, read the full blog post.