ELURA founder and former BAT Head of Product and User Experience Design, Jonathon Lister, delivered a keynote speech titled “Rethinking the Design of Next Generation Tobacco Products” at the 2Firsts Global NGP Rethink Forum in Shenzhen.

After PMI released its Q2 2025 earnings, a 2Firsts reader submitted an in-depth analysis unpacking key concerns behind the headline numbers. While earnings beat expectations, slowing organic revenue growth, challenges in combustibles and ZYN, and a low margin for error under high valuation have triggered market unease. The next few quarters may prove pivotal for PMI’s growth narrative.

2Firsts received a legal commentary from lawyer Zheng Mingwei’s team, analyzing the FDA’s approval of JUUL menthol e-cigarettes. The article outlines key scientific data, regulatory standards, and industry implications.

2Firsts spoke with the leadership team at ARAC to analyze the regulatory context and industry implications of the FDA’s approval of five Juul products. ARAC noted that the decision highlights FDA’s increasing emphasis on real-world switching behavior as a key criterion for authorization. While more MGOs may follow, companies must meet rigorous standards in toxicology, manufacturing, and population-level risk assessments.

2Firsts interviewed Elizabeth Clarke, scientific lead at Imperial Brands, on the latest blu behavioral studies. Results showed that smokers with no intention to quit reduced cigarette use by nearly 29% in one week, and about one-third to 40% had significantly reduced or quit at six months. Clarke highlighted the role of flavor diversity and behavioral science, urging science-based harm reduction policies to demonstrate blu’s public health potential.