80% Globally Prioritize Climate Change, Fueling Sustainability Demand

In a recent survey conducted by GSMA Intelligence in collaboration with Huawei across 16 countries, a staggering 80% of consumers now identify climate change as the foremost global challenge. This comprehensive study covered diverse nations such as Saudi Arabia, Turkey, Egypt, South Africa, Argentina, Brazil, France, Germany, Indonesia, Italy, Japan, Pakistan, Philippines, South Korea, Spain, and the UK. The findings not only highlight the universal acknowledgment of climate change but also illuminate the evolving preferences and behaviors of consumers in response to this awareness.

The research brought to light the remarkable willingness of Saudi Arabian consumers to pay a premium for eco-friendly services. Notably, 56% expressed a readiness to pay more for carbon-neutral taxi services, surpassing the 40% average observed in other surveyed countries. This trend extended across various sectors, demonstrating a distinctive inclination among Saudi consumers for environmentally conscious products and services.

Moreover, the survey revealed that 60% of respondents in Saudi Arabia would consider accepting a lower salary to work for an organization committed to reducing its carbon emissions. This figure exceeded the average of half of respondents in other countries, emphasizing a strong commitment among Saudi workers to align their employment choices with environmental responsibility.

Globally, the study highlighted that a majority, or 60%, of respondents consider climate and sustainability when making purchasing decisions. Additionally, 45% expressed a willingness to pay a premium for products and services certified as carbon neutral, reflecting a growing consumer awareness aligned with the scientific consensus on the critical importance of addressing climate change.

Tim Hatt, head of research and consulting at GSMA Intelligence, underscored the presence of a “latent green premium” that telecom operators could leverage by incorporating sustainability criteria into product design and marketing. Hatt emphasized that consumers are increasingly inclined to support environmentally friendly brands and are willing to pay for products with assured environmental credentials.

From a broader industry perspective, Hatt noted that for telecom operators, selling technologies like 5G to enterprise verticals offers not only productivity gains but also higher power efficiency. Companies with a 2050 net-zero timeline are compelled to cut CO2 emissions by 50% in each successive decade, emphasizing the pivotal role of technology in achieving sustainability goals.

The survey further revealed a global inclination toward “green purchasing,” with 30 to 60 percent of consumers expressing a willingness to pay more for products or services certified as carbon neutral. Companies that neglect to integrate climate change into their core business strategy not only risk damaging their reputation but also miss out on the opportunity to launch potentially profitable new lines of business.

David Trevitt, a digital transformation advisor at Huawei, highlighted the shifting perception regarding sustainability. Trevitt stated that sustainability is no longer considered a niche when it comes to investing and emphasized its increasing importance in reputation management. Organizations are urged to embed their climate response in their business strategy to avoid reputational damage and stay in tune with evolving consumer expectations.

In conclusion, the survey results underscore a global consensus on the urgency of addressing climate change, with consumers actively seeking environmentally responsible products and services. This shift in consumer behavior presents both challenges and opportunities for businesses, emphasizing the need for sustainable practices to align with evolving market trends. As the world grapples with the complexities of climate change, it is evident that businesses must adapt and integrate environmental considerations into their core strategies to thrive in an increasingly conscious consumer landscape.