bottom of the pyramid
The Bottom of the Pyramid (BoP) is the world’s largest and poorest population. It is a socio economic concept that describes a vast global market segment, referring to people who are living on less that $2.50 a day. Many sources state that the global population of those living in the BoP is in excess of four billion.
They are a key area for NGO and not-for-profit focus and reserach can help assess the feasibility of potential projects, as well as looking in depth at the impact and narrative behind ongoing engagements and initiatives.
habitus Insight believes there is also a need for an commercial but ethical, considered and sustainable response to the BoP population, who are largely marginalised by modern products, infrastructure and services. Rapid advancements in mobile tech and tech infrastructure and an increased drive to address radical inequality mean we're seeing greater potential and willingness to engage with the BoP communities in this manner.
BoP populations are a call for and source of innovation for both commercial and not-for profit organisations. They call for innovation because they need and deserve some of the essential services available to those more wealthy and geographically stable. And they are a source of innovation because despite financial and other restrictions, these communities are able to adapt and thrive in new and unique ways that we can learn from in the more developed world.
RESEARCHING THE BOP
From an ethnographic research perspective this is a very rich field, one that is currently globally poorly understood and almost invisible.
Little is known about how BoP consumers interact with the products and services they’re financially excluded from in the conventional sense – but where research has been carried out we see examples of profound human ingenuity. And capturing and harnessing these ideas can lead to real innovation which we hope can lead to a new and mutually beneficial relationship between the BoP, not-for-profit sector and business.
At habitus Insight we believe that we can assist organisations to better understand the socio-economic complexities of this diverse and important global population. We strongly believe that a deeper understanding of this complex and underserved demographic is necessary. habitus is committed to sustainable development, environmentally responsible solutions, we believe that through greater understanding and collaboration new profitable and mutually beneficial business models can emerge.
BOP markets worldwide provide the perfect opportunity to test out new and progressive business models built around a shared vision of the future.