Conservative Individualists

12% of Pakistan Women | 7.5 million people

traditional, struggling, independent

Click below to learn more:

ZEENAT'S STORY

Meet Zeenat

 

“We are one family, we are one household.”

Zeenat wants a child more than anything. As a woman in her early 50s, it seems unlikely, but she hopes Allah will support her wish. Zeenat appeals to Allah for matters that seem insurmountable by other means; in her life there have been many such challenges. Zeenat has lived in a closed family compound in the village of Gadap most of her life. The infrastructure is inadequate - they have not had water, regular electricity, or gas, for years. She cooks meals for her husband and herself - and the four year old boy they take care of - over an open fire in the house. Sickness is common in their family, she blames the raw sewage that seeps into the walls of some of the homes is responsible. The families in the compound all feel the burdens of life in Gadap and all have adapted in different ways, including to rely on each other to share costs in times of need. Water, for example, has been an issue for so long, they now share the monthly cost of hiring 2-3 tankers to deliver water, which is split across the families. They also share child-care, and cover other expenses for each other when times are tough.

 
 

SEGMENT OVERVIEW

Conservative Individualists,

by the numbers

Like Zeenat, Conservative Individualists are mostly older, less religiously expressive women with limited education of low socioeconomic (SES) status. Approximately 7.5 million

(12% of the adult female Pakistan population) fall in this segment.

Conservative Individualists

Pakistan Women Average

AGE (45+)

34%

N/A

SOCIOECONOMIC (SES 1-2)

56%

40%

HIGH INCOME VOLATILITY

40%

48%

Conservative Individualists exhibit the weakest financial behavior in almost every measure, particularly in building reserves, planning and prioritization. However, they exhibit about average income volatility both week to week and each day, while they are the least likely to report having a plan for their household expenses.

Financial Behavior & Attitudes

SAVINGS BEHAVIOR & ATTITUDES

Conservative Individualists’ savings frequency is the lowest for every time interval measured except “less than once per year.” Most do not save ever, and they average almost no savings channels in use quarterly. As the weakest segment on measures of planning and prioritization, most are not deliberate

goal-based savers.

SAVINGS ACCOUNTS

As such, they have the lowest access and use of informal groups and mobile wallets for saving.

BORROWING BEHAVIOR & ATTITUDES

Most Conservative Individualists never borrow, and when they do, prefer to do so through family.

BORROWING ACCOUNTS

Out of those who borrow, most borrow through family and informal groups or friends. No Conservative Individualist borrows through mobile money, in common with all Pakistani women.

Conservative Individualist

Pakistan Women Average

Explore our complete set of findings:

 

DESIGN OPPORTUNITIES

How might we create products and services

for Conservative Independents that...

Help Them Overcome Distrust & Pessimism

Integrate rewards at early stages of the user journey to overcome barriers related to distrust and pessimism

Offer Simplicity & Transparency

Design low-risk

registration & onboarding

procedures with no

hidden or unexpected fees

Provide Reassurance Measures

Include safety nets

to help manage

financial shocks

and loss of livelihood

1

2

3

 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.