Bangladeshi bank pioneers 'democratic innovation' | WARC | The Feed

United Commercial Bank, the financial services provider, partnered with retailer Shwapno in an initiative enabling Bangladeshi farmers to open savings accounts and escape the cycle of poverty.

Why it matters

As COVID-19 lockdowns forced migrant workers to move away from cities and return to their home villages, rural audiences are a key opportunity for marketers. More specifically, this represents a chance for brands to democratise their offerings and target overlooked communities.

The initiative