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> Posted by Ignacio Mas, Independent Consultant

Google Trends is a public web facility which shows how often particular search terms are entered in Google relative to the total search volume, globally or for individual countries, and for defined time periods (after 2004). This gives us a good perspective into how people are approaching our industry. I looked up some of the most prominent financial inclusion terms, and found some very interesting things.

Industry rebranding. The first graph below shows that the search term “microfinance” has been much more popular than “microcredit” over the last eight years. (In each graph, all data points are scaled relative to the highest value on that graph – see methodological note at the end of this post.) “Microcredit” surged in late 2006 with the granting of the Nobel Peace Prize to Muhammad Yunus. Since then, searches on “microcredit” have been decreasing in relative terms and, by contrast, the new term “financial inclusion” has been gaining ground and is now comparable in its use as a search term to “microcredit.” Still, despite strong attempts from many quarters to rebrand around the financial inclusion label, it has not yet taken off.

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