Kenya

1/6

Segments

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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

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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