38% of Pakistan Women | 23.9 million people
diligent, investment-minded, financially stressed
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“I trust my husband and my family the most.
I blindly trust them.”
As a child in Lahore, Aisha was close with her four sisters and two brothers. Even though their father passed when she was young, it was his wish that they all finish matriculation, and Aisha’s mother saw this dream come to pass. Aisha and Tariq married after she finished school. Soon after, Tariq heard about a lucrative opportunity to work as a day-laborer on a chicken farm, but it would mean moving away from their home in Lahore. Aisha was worried about the move and sad at the idea of leaving her family behind, but after some discussion they agreed it would be the best opportunity to start building towards their shared dream of one day owning a beautiful home, and starting a family. Though she considers herself an equal in terms of decision-making, when she married Tariq, Aisha gave up social capital with her family (especially her sisters) to invest in her partnership with him. As a result she is highly dependent on him for information and opportunities outside the house. Luckily, she feels her husband has made strong connections of his own - trusted colleagues, friends, and neighbors - and together they rely on his social network for support in times of need. Aisha has come to value his social connections above her own.
by the numbers
Careful Strivers are mostly middle-aged, low-income, rural, married women with little education. Approximately 23.9 million (38% of the adult female Pakistan population) fall in this segment.
Pakistan Women Average
SOCIOECONOMIC (SES 1-2)
HIGH INCOME VOLATILITY
Careful Strivers struggle to maintain financial health. Over two-thirds experience
high income volatility and over half are not confident in their ability to cover expenses.
Financial Behavior & Attitudes
SAVINGS BEHAVIOR & ATTITUDES
Most feel they do not earn enough to save and save infrequently, making them the second least frequent savers among women.
Of those who save, most do so through family. Few use formal accounts or informal groups. Their rates of mobile wallet ownership are below average, as are their usage rates across each of these channels for saving.
BORROWING BEHAVIOR & ATTITUDES
They borrow at relatively higher rates despite a low sense of dependability, though still most do not borrow. However, just under a third do so frequently, primarily from family, making them the second most frequent borrowers among women.
The exhibit low rates of informal group borrowing membership, and almost no Careful Striver borrows through mobile money, in common with all Pakistani women.