The people we serve are central to everything we do
There are over 600 million smallholder farmers, transporters and micro-entrepreneurs across Africa and Asia whose livelihoods could be improved with increased earnings from clean energy solutions
Shell Foundation’s focus on customers
Shell Foundation is focused on enabling 60 million people to raise their income while lowering emissions by 2032, empowering as many women as men through our work.
The people we serve are earning below a net living wage. A net living wage is the income of a self-employed person in a particular place, sufficient to afford a decent standard of living for the person and his/her family. Elements of a decent standard of living include: food, water, housing, education, healthcare, transport, clothing and other essential needs including provision for unexpected events.
The people we serve live in Africa and Asia. They are viable participants in a just market economy. We refer to them as customers to reflect this.
We partner with organisations to foster early stage innovation and scale commercial clean energy solutions to reach millions of customers. We focus on success with three core customers in mind: A smallholder farmer, a transporter of goods and services, and a micro-entrepreneur. They represent the largest number of people whose income can be materially increased through clean energy.
The outcomes we seek to deliver are increased availability, reliability, affordability and utlilisation of clean energy assets that enables these customers to increase their incomes.
Customer profiles
There are over 600 million smallholder farmers, transporters and micro-entrepreneurs across Africa and Asia. Our work is focused on enabling those
earning below a net living wage by providing clean energy solutions to increase their incomes and improve their livelihoods
Smallholder Farmer
- Marginal and mixed farmer
- 25-50 years old
- Farming on less than 5 acres owned land
- Grows for own consumption and market
- Limited access to mechanisation
- Income: <$3.5 a day versus net living wage of >$4.5 a day in Kenya, India, and Nigeria
- Pain points: Post harvest loss and low yield
- Aspirations: Higher production and mechanisation to increase income
Transporter
- Individual last mile distributors and women mobile entrepreneurs
- 25 – 55 years old
- Earn to support families
- Vehicle financed by themselves or through a loan
- Need access to capital or credit
- Income: <$5 a day versus net living wage of >$6.5 a day in Kenya, India, and Nigeria
- Pain points: ICE high fuel cost and EV high upfront cost
- Aspirations: Stability of income to provide for family and to own vehicle or fleet
Micro-entrepreneur
- Future and expansion micro-entrepreneurs
- Primary and only income or seeking secondary income for financial stability
- High representation of women including youth entering working age
- Likely initial adopters of new solutions to grow and diversify their businesses
- Income: <$4 a day versus net living wage of >$6.5 a day in Kenya, India, and Nigeria
- Pain points: High energy cost and productivity challenges
- Aspirations: To grow business and increase income
Our investment interventions
We focus on delivering interventions which address:
Supply: Scaling suppliers of clean energy solutions to increase availability of quality income energy generating assets
Affordability: Reducing the cost of energy assets and improving access to affordable financing
Distribution: Enabling customer access to energy assets
Gender: Enabling as many women as men to access energy assets appropriate for their needs
Our commitment to gender
Shell Foundation supports the growth of gender-inclusive solutions that equitably enhance access to energy and alleviate poverty, based on evidence that equitable access makes businesses and our global society stronger.
Hear from the individuals we serve
Judith Boatemaa Boateng, Microentrepreneur
Accra, Ghana
“Kofa Go is around any time, any day … we can power up then work. No petrol, no noise. It’s very very affordable. I’m able to take more plantain. I’m saving on transport. I’m saving on cost of production. I’m able to meet my customer on time. It makes my products more competitive compared to others in the business. Honestly, we are actually expanding.”