Another reason why large multinationals devote more attention to these markets is to build brand loyalties among the poor, as these consumers will likely belong to higher-income consumer groups in the future. Yet another factor facilitating the development of inclusive innovation initiatives is their greater emphasis on corporate social responsibility. As a result, the lack of access to banking services is a major obstacle both to grassroots innovators and consumers. As a general rule, novel financial tools (e.g. mobile banking) are still only rarely used (Figure 1.1), with some exceptions: in Kenya, only 19% of the poorest 40% of the population had an account in a financial institution, but 53% used a mobile phone to receive money and 43% to send money (World Bank Global Financial Inclusion Database).