KARACHI: A London-based mobile network operators’ association highlighted Pakistani consumer sensitivity to climate change in a reported released on Wednesday, saying that companies neglecting this in their core business strategy could risk their reputations and miss profitable new business opportunities.

Based on a joint study carried out by the Global System for Mobile Communications Association (GSMA) and Huawei in 16 countries, the survey showed 60 percent Pakistanis were willing to accept a lower salary to work for an organization trying to reduce its carbon emissions.

Pakistan has witnessed erratic weather patterns, leading to floods, droughts and heatwaves and prompting its governments to pursue strategies to combat climate change by promoting renewables and electric vehicles, a ban on plastic bags and a major tree plantation drive.

“The research found that 80 percent of consumers surveyed across 16 countries now view climate change as the world’s No. 1 challenge,” said a statement released by Huawei. “Moreover, it found that 60 percent of respondents consider climate or sustainability when buying a product, while 45 percent say they are willing to pay a premium for products and services that have been certified carbon neutral.”

It added the inclination toward “green purchasing” appeared to be greatest in countries most exposed to extreme weather conditions induced by climate change, such as Pakistan, the Philippines, Indonesia, Brazil and Turkiye.

“There is a latent ‘green premium’ available for telecom operators if sustainability criteria can be embedded into product design and marketing,” said Tim Hatt, head of research and consulting at GSMA Intelligence. “Consumers want to align with green brands and will pay for assured credentials on the products they buy, and there is a first-mover advantage still out there for companies to meet this demand.”

Discussing the findings of the survey, Huawei’s digital transformation adviser David Trevitt said sustainability could not be considered a niche any longer.

“Climate response is an ethical issue that is becoming an increasingly important part of reputation management for many enterprises,” he noted. “To avoid reputational damage, organizations must embed their climate response in their business strategy.”

GSMA Intelligence is considered a definitive source of global mobile operator data, insights, and forecasts, and a publisher of industry reports and research.

Established in 1995, its survey findings have frequently guided the global strategies of mobile phone companies and operators.