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.

Social Optimists

17% of Pakistan Women | 10.6 million people

young, open-minded,

planning-oriented

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SEGMENT OVERVIEW

AGE (18-34)

56%

45%

SOCIOECONOMIC (SES 4-5)

52%

40%

Financial Behavior & Attitudes

Social Optimists

Pakistan Women Average

SAVINGS BEHAVIOR & ATTITUDES

Just over half of Social Optimists are savers, and nearly half save regularly (monthly or more). Most savers amongst them have only one active savings channel used in the last quarter. They exhibit high savings deliberateness.

SAVINGS ACCOUNTS

They primarily save through family and at home: nearly two-fifths of the segment do so, second only to Confident Planners. Nearly a quarter save with informal groups and friends, the highest rate of any segment. Few save with formal accounts and none report saving using mobile wallets.

BORROWING BEHAVIOR & ATTITUDES

They are the second least frequent borrowers amongst Pakistani women, though they are relatively comfortable with debt. As is true for Pakistan women as a whole, family remains the most frequent source of loans for this segment. 

BORROWING ACCOUNTS

A small minority report having borrowed from informal groups and friends, which may bolster their resilience in the face of financial shocks, though most of the segment maintains only one borrowing channel (typically family). They report high smartphone ownership but do not use mobile money for borrowing at all.

Explore our complete set of findings:

 

Social Optimists,

by the numbers

Social Optimists are mostly middle to high income, urban, married women, and make up the

youngest and best educated women segments in Pakistan. Approximately 10.6 million

(17% of the adult female Pakistan population) fall in this segment.

Social Optimists

Pakistan Women Average

HIGH INCOME VOLATILITY

34%

48%

Social Optimists effectively manage income and expenses. Most have low or medium income volatility, report having a plan to manage expenses and are confident in their ability to pay household expenses. They report struggling to pay fewer types of expenses and having faced fewer types of emergencies in the recent past than Pakistani women on average.

 

DESIGN OPPORTUNITIES

How might we create products and services for Social Optimists that...

Help Them Cope with Emergencies

Leverage their propensity

to plan by offering

features such as

emergency savings

funds

Teach Budgeting

Skills

Support them in reducing

the number of unpaid

bills by helping manage payments and

expenses

Leverage Their

High Tech Use

Deliver personalized financial planning tools through digital channels, especially among youth

(18-34) in this segment

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