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.
