It goes without saying that emerging consumers are particularly vulnerable financially, with seemingly insignificant shocks potentially pushing families deeper into poverty. Consider Rachael, the head of a low-income household in Kenya, who took part in FSD Kenya’s recent Financial Diaries study. She was widowed after her husband, who worked as a civil servant, committed suicide before his 55thbirthday, making her ineligible to receive his pension. She earns her income from brewing changaa (locally distilled alcohol) and receiving remittances from her children. Two of her grandchildren lived with her throughout the Financial Diaries study and, at different times, some of her children and daughters-in-law were also staying with her. The variable nature of both her income and consumption is shown below.
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