The UN Global Goals

Haypp Group’s contribution to the sustainable development goals.


Haypp Group supports the global goals of the 2030 Agenda for Sustainable Development as a universal call for action. Our business and its operations have a clear effect on several of the SGDs. Using the 17 goals, their 169 targets and associated indicators, we get a framework to follow and operate within to address the global challenges we face together. This is necessary to achieve sustainable development that allows both social development and economic growth without endangering the planet’s ecosystem or jeopardising the climate. We follow the development and strive to contribute to several of them.

As part of our materiality analysis and sustainable business model, we have reviewed the SDGs and have decided to focus on the goals where we can have the most meaningful impact. Goals where we have tangible commitments and objectives connected to the detailed targets set for the identified SDGs. A total of 8 out of the 17 SDGs are our focus goals, as mentioned below. The main SDG for Haypp Group is identified as SDG 3 of Health and Wellbeing. This is in line with the higher purpose and core of our business – to inspire healthier enjoyment.

In addition to this, the following have been identified as our other primary SDGs to focus on:

  • SDG 5 Gender equality
  • SDG 8 Decent work and economic growth
  • SDG 10 Reduce inequalities
  • SDG 12 Responsible consumption and production
  • SDG 13 Climate action
  • SDG 16 Peace justice and strong institutions
  • SDG 17 Partnerships for the goals

We contribute to several SDG goals through our general business contribution and other engagement. Based on the materiality analysis and continued stakeholder dialogues, we do not anticipate any major changes to our SDG focus in the short term, though we could possibly add additional SDG in the medium term.


Good health and well-being

The greatest possibility for Haypp Group to contribute to the SDGs is through goal number 3. Every two seconds, someone aged 30 to 70 dies a premature death from a noncommunicable disease – such as cardiovascular disease, chronic respiratory disease, diabetes, or cancer. And the reality is that the single most contributing factor to these deaths is smoking. Haypp Groups’ higher purpose relates directly to our health contribution and harm reduction found in the materiality analysis.

Target 3.4

Reduce mortality from noncommunicable diseases and promote mental health. Work towards our higher purpose of healthier enjoyment for millions, and offer less harmful alternatives to cigarettes through oral nicotine products.

Target 3.A

Implement the WHO framework convention on tobacco control. With the indicator 3.A.1 of age-standardised prevalence of current tobacco use among people aged 15 years and older


We inform consumers about the addictive nature of nicotine and the health effects related to smoking tobacco. This means a no-nicotine rule for all under 18 years of age. We do not direct any marketing, advertising or promoting any products containing nicotine to individuals under 25 years of age.


Gender equality

As an employer, Haypp Group has a responsibility to promote gender equality at all levels to ensure the same rights and empowerment of all women and girls. We strive to be a truly open and inclusive employer with zero tolerance for discrimination. We aim to have a diverse workplace with all employees entitled to the same opportunities in order to fulfil their full potential.

Target 5.1

End discrimination against all women and girls. At Haypp Group we do not tolerate discrimination, including that based on gender. 

Target 5.5

Ensure women’s participation and leadership in decision-making.

A diverse workplace performs better, and it also requires gender balance at senior levels of the organisation. Here, Haypp Group has a focus as balance has previously been lagging. 


A diverse workplace performs better, and it also requires gender balance at senior levels of the organisation. Here, Haypp Group has a certain focus as the balance has been lagging historically.


Decent work and economic growth

For a fast-growing entrepreneurial company such as Haypp Group, economic growth and development is embedded in the company’s DNA. Any activity or roadblock that affects an individual or group due to gender, age, disabilities or another form of discrimination is contrary to sustainable development. This rule applies to both our own and our partner’s workforce.

Target 8.5 – By 2030, we should achieve full and productive employment and decent work for all women and men, including young people and those with disabilities. With equal pay for work of equal value. Haypp Group are active within the male dominated industry of tobacco and nicotine, and similarly in e-commerce. It is therefore vital to have processes for promotions and recruitments which are non-discriminatory with fundamental conditions like the right to equal pay for equal work.

Target 8.7 – Take immediate and effective measures to eradicate forced labour, and put an end to modern day slavery and human trafficking. To secure the prohibition and elimination of the worst forms of child labour, including recruitment and use of child soldiers, and an end to child labour, in all its forms, by 2025. 


Even though Haypp Group doesn’t produce or source from high-risk countries itself, in the matters mentioned in 8.7, we do business with companies that do. When screening all types of the international agricultural supply chain, such as tobacco, risk factors should be observed. Therefore, we’re very clear with our no-tolerance rule for these issues in our business partners’ supply chain. Haypp Group believes in humans for their responsibility to each other, but foremost, for every human being’s right to freedom.

SDG 10

Reduced inequalities

Haypp Group strives for a truly open and inclusive environment where there’s no room for discrimination, and all employees are given the opportunity to reach their full potential. Who you are, where you come from, where you are headed, or who you want to be should never limit you. This can only be done through cultivating a diverse workplace, where we are aware of all forms of prejudice and unconscious biases in order to prevent discrimination.

Target 10.3

Ensure equal opportunity and reduce inequalities of outcome. Eliminate all discriminatory laws, policies and practices, while promoting appropriate legislation, policies and actions for equality.

SDG 12

Responsible consumption
and production

Today, by its nature, all commercial consumer goods have a certain level of waste in their supply chain, either up or downstream, or both. We need to move towards a circular economy where we reuse and then recycle.

Target 12.4

By 2020, achieve environmentally sound management of chemicals and all waste throughout their lifecycle. This should be in accordance with agreed international frameworks to significantly reduce their release into air, water and soil to minimise their adverse impacts on human health and the environment.

Target 12.5

By 2030, substantially reduce waste generation through prevention, reduction, recycling and re-using.

Target 12.6

Encourage companies, especially large and transnational companies, to adopt sustainable practices and to integrate sustainability information into their reporting cycle.

Target 12.7

Promote public procurement practices that are sustainable, in accordance with national policies and priorities.


At Haypp Group, we are getting deeper into assessing risk and working to reduce the negative impact our operations could have. We recognise the importance of engaging suppliers and other stakeholders to take action and, together with our work for more responsible production and consumption. As a dominant player in specific markets within the online segments, Haypp Group has a certain level of leverage, especially against its smaller suppliers when it comes to negotiation and purchasing power.

When purchasing goods or services, Haypp Group has begun to implement sustainability factors and supports others in doing so, provided that no discriminatory element is included. Product packaging is one such factor. For example, oral nicotine packaging is primarily made out of plastic and filled by our suppliers. We have begun to raise the dialogue with several of our suppliers regarding the use of recycled material, a dialogue which will continue.

SDG 13

Climate action

The goal of combating the climate crisis. As well as preparing for it, it applies to all – irrelevant of size and carbon footprint. Here we may be seen by some as insignificant, but we truly believe all organisations need to have this goal included in their continuous evaluation of the organisation’s operations and impact.

Target 13.3

Strengthen resilience and adapt capacity to climate-related hazards and natural disasters in all countries. We are assessing and will take proportional action to combat climate change.

SDG 16

Peace, justice and strong institutions

Haypp Group take the necessary steps to ensure that ethical business practices are maintained both within our own company and in our relationships with outside parties. Working with excised products and products crossing national borders brings additional risks which need to be handled.

Target 16.5

Substantially reduce corruption and bribery in all their forms.

The Code of Conduct, which targets our own employees and consultants, as well as the Supplier Code of Conduct, is very clear about the goal and challenges we are combating, including our stance on corruption and the handling of bribes.

SDG 17

Partnerships for the goals

By sharing Haypp Group’s knowledge of both the tobacco and e-commerce industry, together with consumer insights on tobacco and nicotine use, we have the possibility to save millions of lives, reduce inequalities and improve public health globally.

Target 17.G

Enhance the Global Partnership for Sustainable Development through our multistakeholder partnerships that mobilise and share knowledge, expertise, technology and financial resources. This allows us to support the achievement of the SDGs in all countries, especially developing countries.

Target 17.H

Encourage and promote effective public, public-private and civil society partnerships, building on our experience and resourcing strategies.

Policy and regulatory developments in countries across the globe should take into consideration the knowledge, expertise and experiences of other countries and regions. Here, Haypp Group has a responsibility to act and share its insights and research. This can help give us momentum to change course for more sustainable development on both a national and global level. The insights generated by Haypp Group are also valuable for product development and innovation in order to further meet both consumers’ and society’s expectations and needs.

Learn more

Learn more about the United Nations Sustainable Development Goals.

UN Sustainable Development Website →