JTI: CommunityMark Case Study

JTI attained the CommunityMark in recognition of its strategic approach to identifying social need. This approach is complemented, and brought to life, by exceptional employee involvement which includes employee committees which engage with local partners, skills based volunteering and additional fundraising.

Social Impacts

  • 6,000 disabled adults have been helped to access the internet and all the services and information it provides.
  • Older people in Northern Ireland have been helped to increase their uptake of benefits by £3.4million through specialist advice and support.
  • 1,862 homeless and vulnerably housed adults have been moved into employment, training or education.
  • Over 1,000 older men have found camaraderie and friendship at Men in Sheds workshops in Cheshire.

Business Impacts

  • JTI's Community Investment programme engages employees with 77% saying they felt pride and a greater level of commitment to JTI as a result.
  • JTI’s volunteering programme is a fully integrated tool for delivering learning and development objectives and employee skills development.

JTI is a leading international tobacco manufacturer operating in 120 countries employing 27,000 people.

In the UK, 1,849 employees are based across four locations; Weybridge, Crewe, Manchester and Lisnafillan, as well as a sales force operating across the UK. JTI takes its commitment to the community very seriously; community investment is truly part of the way it does business. 

JTI’s goal is to improve the lives of disadvantaged adults through addressing issues such as poverty alleviation, adult education, quality of life for those with a disability and social isolation amongst older members of society. JTI also widens access to the arts through its cultural support with a specific focus on inclusion for disadvantaged sections of the community. 

It is clear that JTI has strong governance and internal structures in place to support its community investment, alongside solid stakeholder and internal engagement, and a strategic process for identifying key issues, social need and who to work with. There are employee led Community Care Committees at each of JTI’s locations which look at local issues and support local charities. The devolved nature of this community investment ensures that local activity is varied and often innovative.

Overall, JTI’s Community Partners are overwhelmingly positive.  All partners understand what JTI is trying to achieve, and agree that commitments made are delivered on and that has enabled the partner organisations to work more efficiently and effectively. 

JTI has helped change lives through its partnership with Crisis – a national charity for single homeless people. Support for the Crisis Learning Zone has delivered over 13,000 literacy, numeracy, self-development and IT classes for homeless and vulnerably housed Crisis members.

Leonard Cheshire Disability (LCD) and JTI have worked together to break down barriers for adults with a disability through LCD’s Discover IT programme which has 18 centres across the UK, through providing computers to disabled people who are unable to attend the centres and through updating the IT provision in LCD’s residential care homes.

The involvement and enthusiasm of JTI’s people is clear, and in 2014 alone, more than 240 employees volunteered across a whole range of projects including volunteering as teaching assistants at Crisis, at LCD’s residential homes improving garden facilities for residents and at regular friendship group tea parties hosted by employees for local older people in Crewe and Weybridge.  Additionally, employees have raised extra funds through a company-wide sleep out and team fundraising activities.

JTI also brings its long-term charitable and cultural partners, Crisis, Leonard Cheshire Disability, Contact the Elderly, Royal Academy of Arts, the British Museum and London Philharmonic Orchestra together to create a programme of arts and music workshops and activities for homeless, vulnerably housed, disabled and older people.