Traditional Believers

religious, familial, conservative
12% of adult population  |  12.8 million people

Digital Youth

conscientious, future-oriented, open-minded
19% of adult population  |  20.2 million people

Dependent Individualists

young, measured, effective

22% of adult population  |  23.5 million people

Resilient Savers

respectful, sociable, prepared

21% of adult population  |  22.4 million people

Confident Optimists

open-minded, tech savvy, planners

14% of adult population  |  14.9 million people

Questioning Cultivators

self-confident, steadfast, skeptical

12% of adult population  |  12.8 million people

 The Human Account is led, created and developed by Dalberg with Rockefeller Philanthropy Advisors, and funded by the Bill & Melinda Gates Foundation.


Local partners are Lagos Business School in Nigeria, Ashoka University in India, not-for-profit development finance company, Karandaaz in Pakistan, and research and advisory firm, Busara Center for Behavioral Economics in Kenya.