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Reduce reliance on cash

Robust qualitative research informs a behaviour change framework to reduce cash usage in low income areas

Although 80% of South Africans have a bank account, 50% of payments are conducted using cash. With an imperative from the Reserve Bank to deepen financial inclusion and reduce the reliance on cash, an international merchant bank commissioned our behavioural economics consulting team to identify peoples’ mental models for using cards and cash to make payments and to use the insights to build a rigorous, research-supported, behavioural change framework for increasing bank card use as a payment instrument among South African consumers.

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