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Kenya
![](https://static.wixstatic.com/media/34942a_016d42c1e9c049f48b3c78a4686f4617~mv2.jpg/v1/fill/w_147,h_98,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/34942a_016d42c1e9c049f48b3c78a4686f4617~mv2.jpg)
![](https://static.wixstatic.com/media/34942a_4b58dd49333a44dfb7e718272277cf43~mv2.jpg/v1/fill/w_147,h_98,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/34942a_4b58dd49333a44dfb7e718272277cf43~mv2.jpg)
![](https://static.wixstatic.com/media/34942a_06dde991c56f481182f2b7e7384ff297~mv2.jpg/v1/fill/w_147,h_98,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/34942a_06dde991c56f481182f2b7e7384ff297~mv2.jpg)
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Segments
![OpenIndividualists_Vincent.png](https://static.wixstatic.com/media/34942a_57cecc8ec6114c748c286db10fe04ae8~mv2.png/v1/fill/w_112,h_75,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/OpenIndividualists_Vincent.png)
![EducatedElites.png](https://static.wixstatic.com/media/34942a_a34efd55576543d3aa7a7e91599962b1~mv2_d_6000_4000_s_4_2.png/v1/fill/w_113,h_75,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/EducatedElites.png)
Confident Builders
open-minded, conscientious, investors
28% of adult population | 8.2 million people
Educated Elites
confident, connected, planners
22% of adult population | 6.5 million people
![ResilientFarmers.png](https://static.wixstatic.com/media/34942a_c3b29c1d75c94852bd5f293652a43404~mv2_d_6000_4000_s_4_2.png/v1/fill/w_113,h_75,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/ResilientFarmers.png)
![VulnerablePessimists.png](https://static.wixstatic.com/media/34942a_68b98c04140c4596af9e982ed0fc450b~mv2_d_6000_4000_s_4_2.png/v1/fill/w_113,h_75,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/VulnerablePessimists.png)
Resilient Cultivators
social, trusting, planners
25% of adult population | 7.4 million people
Communal Pragmatists
dependent, confident, planners
25% of adult population | 7.4 million people
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