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The lasting impact of childhood exposure to parental conflicts on self-esteem and romantic relationship quality in young adults
No full textThis research mainly looks at how childhood experience of parental fights has long-term effects on self-esteem and the quality of romantic relationships in young adults. The study sought to address the following question: what is the relationship of childhood exposure to marital conflict with self-esteem and romantic relationships among young adults? The aim was to comprehend the effects of conflict between the parents on the spiritual and connective parameters and how it predetermines the adult life. A qualitative research design was applied in which semi-structured interviews were administered on six subjects (equal in gender, three males and three females), and all subjects were of Pakistan nationality. The research design enabled the investigator to take a deep look into personal experiences thus it suited well when addressing delicate issues such as the family. The findings showed that the people who had witnessed a high level of parental conflict in childhood had low self-esteem and poor functioning of their love affairs. Most participants found emotions healing and freed them of much relief after they got a chance to talk about these experiences, and they felt these talks were uncommon and useful in reconciling their past. Among the primary gaps in the literature that the study covers, one can mention the absence of studies conducted on long-term emotional effects of parental conflict on young adults in non-Western cultures, namely, Pakistan. In this way, the study addresses this gap as the researchers’ study reflections of young adults regarding their childhood experience and how their childhood experience contributes to the development of emotional well-being and the quality of romantic relationships that they have. Research implications indicate that youths should be offered support programs in terms of their relationship with parents in case of parental conflict and future research with larger sample sizes and better cultural diversity should be conducted to corroborate the findings of the current study. This paper explains that discussing parental conflict is a critical condition that affects the emotional health of adults and their relationships
Impact of Lipstick effect on social conformity and self-esteem in Pakistani Gen-Z and Millennials
No full textThis study investigated the manifestation of the lipstick effect among Pakistani Gen Z and Millennials during periods of financial instability. While the lipstick effect had been extensively explored in Western economies, there was limited research addressing its psychological and cultural dimensions in emerging markets. The study examined how financial insecurity influenced small luxury purchasing behaviour, focusing on the mediating roles of self-esteem and social conformity, and explored gender and generational differences in emotional coping strategies. A cross-sectional, quantitative design was employed, utilising an online survey with a final sample of 139 participants aged 18–43 years. Standardised measures assessed financial threat, retail therapy engagement, self-esteem, and social conformity. Pearson correlations and independent samples t-tests were conducted to test the hypotheses. Findings revealed that financial threat significantly lowered self-esteem and heightened social conformity, although it did not directly predict increased retail therapy behaviours. Women engaged more strongly in retail therapy than men, and Millennials exhibited greater emotional reliance on purchases, whereas Gen Z showed higher conformity-driven consumption. These patterns suggest that emotional and social factors, rather than financial constraints alone, may underlie compensatory consumption behaviours among Pakistani youth. The study contributes to the cross-cultural understanding of the lipstick effect and highlights the importance of emotionally intelligent marketing and policies that promote financial resilience and psychological well-being
Invisible Narratives: Examining the Representation of Diverse Ethnic Identities in General Knowledge Curricula Administered in Karachi\u27s Public Primary Schools
No full textThis study explored how ethnic identity’s visibility and inclusivity presents itself in the General Knowledge textbooks administered in Karachi’s public primary schools through two primary methods: qualitative thematic analysis of General Knowledge textbooks for Grades 1–3 developed by the Sindh Textbook Board, and semi-structured interviews with eleven participants across 3 organizations: 7 teachers, 2 primary heads, and 2 curriculum professionals. Data from the textbooks and interview transcripts were coded manually and thematically. Findings indicated a significant underrepresentation of ethnic groups across both visual and textual content in the textbooks, with a dominant narrative centred around a holistic national identity. Interviews revealed that some educators acknowledged the importance of inclusion in the curriculum. These individuals regularly adapt or modify the standardised curriculum to better meet students’ needs (including those of ethnic identity and belonging). Interviews further highlighted how different schools in Karachi demographically reflected different ethnic majorities and minorities within their classrooms, emphasising how a one-size-fits-all curriculum designed for administration across Sindh disregards localised cultural realities in cities. Finally, the study found that mother-tongue-based education practices, when implemented, serve as an effective tool for increasing relatability, engagement, and identity affirmation, particularly for students from ethnically marginalised groups whose primary languages are neither Urdu nor English. These results lend support to the need for curriculum reform that reflects Karachi’s multicultural reality and suggest that representational equity in textbooks plays an imperative role in engendering belonging, identity, and social cohesion among young learners in primary school
Predictive Analytics for Credit Management at IZAK 10
No full textAbstract This Experiential Learning Project (ELP) addresses the critical challenge of credit recovery for a major utility company in Karachi, Pakistan, through a partnership with IZAK 10, a prominent customer engagement and credit management services provider. The project\u27s primary objectives include analyzing customer payment behavior, assessing the effectiveness of past collection actions, developing machine learning models for risk categorization, and forecasting future payment trends. Utilizing a longitudinal dataset encompassing customer transaction history, payment delays, and recovery attempts, the methodology involved robust data preprocessing, extensive feature engineering, and the application of supervised machine learning models (Logistic Regression, Random Forest, XGBoost) for predicting payment behavior and segmenting customers into various risk categories (Low, Medium, Medium-Low, High, Defaulter). Time-series forecasting with Prophet was employed to predict macro-level recovery trends and segment-specific recovery rates. Major findings indicate that historical payment consistency, outstanding dues, and the type of billing significantly influence payment behavior and risk profiles. The project developed a dynamic risk segmentation framework that identifies customers requiring targeted interventions. Based on these insights, the report proposes a suite of cost-effective, data-driven recovery strategies tailored to each risk segment, including optimized communication protocols, flexible payment plans, and strategic escalation pathways. These recommendations aim to maximize recovery rates, reduce operational costs, and enhance customer relationships, providing IZAK 10 with actionable insights to strengthen their credit management services in a developing country context. Keywords: Credit Management, Debt Recovery, Machine Learning, Risk Segmentation, Predictive Analytics, Utility Company, Karachi, Pakistan, Developing Country, Behavioral Economics
Gen Z Decoded: Unveiling Consumer Patterns, Preferences, and Tensions for Businesses
No full textAbstract This study investigates how Generation Z in Pakistan navigates food choices, emotional wellbeing, and brand engagement in a fast-paced, digitally saturated world. The research aimed to explore consumer motivations, emotional triggers, lifestyle patterns, and the impact of social media and influencers, while also identifying opportunities for meaningful brand connection. A mixed-method approach was used, incorporating surveys, focus group discussions, in-depth interviews, and retail visits to gather comprehensive insights.
The findings reveal that most members of Generation Z experience a persistent sense of stress, driven by academic demands, social expectations, and constant exposure to digital content. Very few participants expressed satisfaction with their daily routines. Instead, many reported feeling emotionally drained and disconnected. In such a climate, food is not just nourishment, it becomes a tool for comfort, self-expression, and micro-escapism.
Importantly, traditional advertising narratives fail to connect with this audience. Generation Z no longer responds to idealized, polished content. They are drawn to authenticity, imperfection, and emotional honesty. Many express frustration with overly curated influencer content and instead value creators who are open about their struggles and real-life experiences.
Based on these insights, the campaign concept Not Your Basic Sauce for Not Your Average Life was developed. Drizz’l sauces are positioned as emotional companions that offer small moments of relief and control in chaotic routines. The strategy includes humorous, emotionally resonant activations, such as limited-edition packs and user-generated content. By aligning the brand with Generation Z’s desire for authenticity and emotional support, this campaign creates a more relevant and lasting connection
Islamic Banking and Women’s Financial Empowerment
No full textThis Experiential Learning Project (ELP) is focused on the inclusion of women in Pakistan’s financial system, the aim of the product that is designed under this topic primarily addresses the need to increase the female inclusion in the formal financial system which was previously excluded. More than 50% of the population of women in Pakistan is not documented in formal financial system, the objective of this report was not only to identify the areas that contributes in this gap but also develop a scalable, and technically feasible product that would cater the problem of this inclusion and also algin with cultural practices and user behavior. In order to achieve this objective, we conducted thorough research to develop a product using comparative market research in countries with demographics similar to Pakistan, including India, Bangladesh, Malaysia, and Nigeria. This comparative market research served as the initial foundation for our product, which later led to its further development. These countries offer various innovative women-centric products tailored to meet the needs of women, often bundled with value-added services such as healthcare discounts, insurance, and savings incentives. Despite the success of these products in their respective countries, the models were, in one way or another, not a perfect fit for Pakistan and did not align with the socio-cultural and behavioral landscape of the country, particularly among the lower and middle-income segments. Our surveys revealed that a significant proportion of Pakistani women already engage in informal, undocumented financial arrangements such as Ballot Committees (commonly known as committees or ROSCAs). These are popular saving mechanisms used across households, particularly by women, yet remain untapped by the formal financial sector. We identified this as a strategic opportunity to bridge the gap between informal practices and formal financial inclusion. As a result, we proposed the development of a digitally-enabled Ballot Committee platform designed specifically for women. The solution included a comprehensive framework covering the product’s lifecycle—from implementation, user onboarding, trust-building mechanisms, and tech integration to regulatory compliance and revenue streams. Key features of the model included transparency tools, digital identity verification, secure payout structures, and trust and ease of access. 2 Our major finding was that financial inclusion does not always require reinventing user behavior; rather, formalizing existing behavior in a secure, regulated way can drive adoption more effectively. By leveraging what is familiar and already in practice, we can significantly increase women\u27s participation in the financial system while also encouraging digital literacy and financial empowerment. In conclusion, the ELP recommends a skeleton of the product, which includes the technical, financial, and marketing feasibility, followed by implementation strategy to launch the product to prototype phase and gradual expansion through community-based networks. This strategy holds the potential not only to unlock a large untapped market segment but also to drive inclusive growth and economic participation among women along with various other individuals as well such as merchants and entrepreneurs in Pakistan
Enhancing Sukuk Issuance in Pakistan: Leveraging Blockchain and Smart Contracts (Blockchain and Islamic Finance: Future-Proofing Meezan Bank)
No full textThis Experiential Learning Project, conducted with Meezan Bank, Pakistan\u27s leading Islamic bank, aimed to tackle the inefficiencies in the country\u27s Sukuk issuance by exploring blockchain and smart contracts. Our primary goal was to design a practical, Shariah-compliant blockchain-based Smart Ijarah Sukuk model that resolves existing operational bottlenecks. We approached this with a qualitative, descriptive-analytical research design, focusing on Meezan Bank as a case study and drawing insights from global examples like Malaysia\u27s Sukuk market. Data was gathered through a comprehensive review of existing literature and key interviews with Meezan Bank\u27s marketing team. A significant outcome of this project is the conceptual model and a functional prototype for a Blockchain-Based Retail Sukuk Platform. This prototype clearly shows how a secure blockchain system can streamline the entire Sukuk process, from a much-improved investor onboarding, complete with biometric verification and automated checks, to the seamless automation of key transactional steps through a master smart contract. Such digitization promises faster, more transparent operations, lower costs, and reduced reliance on intermediaries, directly addressing the core issues in traditional Sukuk issuance and helping manage surplus liquidity for Islamic banks. This initiative strongly supports the United Nations Sustainable Development Goals, particularly SDG 8, 9, 10, and 16, by fostering financial innovation and inclusive economic growth. It also fits well within IBA\u27s Islamic Business and Finance thought leadership area, bringing together fintech and Shariah-compliant finance. The main takeaway is that pioneering this platform could position Meezan Bank as an innovative market leader and significantly boost financial inclusion. While regulatory clarity in Pakistan remains a challenge, we recommend Meezan Bank pursue a phased pilot program, lead a regulatory FinTech consortium, and focus on financial inclusion for retail investors through a mobile- first strategy
Digital Series
No full textThis research study was conducted under the Experiential Learning Program (ELP) with the cooperation of GroupM and client Unilever to enable the launch of Sunsilk\u27s very first digital web series called Dear Bestie. The goal of this research is to develop a data-informed, consumer-led PR and marketing strategy that caters to the changing media consumption patterns and content tastes of Sunsilk\u27s core demographic—18- to 35-year-old Pakistani women. The campaign is based on narratives of feminine empowerment, friendship, and selftransformation, and is an effort to reinvent Sunsilk\u27s brand in an increasingly authenticityoriented, digitally dominated world. In order to achieve this, a mixed-method research approach was used, which included two focus group discussions (FGDs), five in-depth interviews, as well as an exhaustive online survey with 151 participants. The data collected allowed for an exploration of: the audience\u27s perception of Sunsilk, their interaction with branded content and negotiated moments with influencers, and how they percieve the effectiveness of antiquated formats, and are emotively engaged in deciding when to engage with web series and branded digital stories. The research suggests that although Sunsilk enjoys strong brand awareness and visual memorability thanks in part to its pink color, celebrity brands, and links to wedding beauty, the brand lacks in messaging consistency and emotional richness. During the focus groups, respondents expressed over and over their wish for more realistic, emotionally rich content, and tiredness about influencer content that appears overly staged or insincere. They appreciated relatable humor, behind-the-scenes pieces, and stories that reflect their own lived realities particularly those about female friendships, college living, and messy beauty regimes. Instagram and YouTube surfaced as the leading platforms for finding and interacting with digital shows, while memes, GRWM content, sneak peeks, and user-generated challenges 8 were termed as strongly engaging content formats. Statistical analyses, as performed through SPSS, also reinforced these behavior patterns and used to segment the audience into three personas, further presenting more focused approaches for content and PR planning. Drawing from the observations made, the report suggests a four-stage PR plan— Announcement, Launch, Running, and Finale—laid out with explicit division of platform options, influencer tactics, content types, and audience engagement mechanisms for each stage. The overall suggestion is to transform Sunsilk\u27s digital personality from one that is glamourfixated to emotionally empowering, relatable, and community-oriented
Digitization & Employee Benefits Awareness
No full textThis Experiential Learning Project (ELP) focuses on enhancing employee satisfaction, engagement, and organizational transparency at Matco Foods through the lens of digitization and employee benefits awareness. The project aims to evaluate how well current benefits, wellness initiatives, and training opportunities are communicated, accessed, and experienced by employees across different departments. By conducting detailed internal interviews and gathering qualitative data, the team identified inconsistencies in benefit accessibility, gaps in awareness of available support systems, and concerns around fairness and standardization of policies. To strengthen the analysis, benchmarking was conducted with external organizations such as Shan Foods, National Foods, and L’Oréal, which provided comparative insights on structured wellness programs, communication practices, and people centric digital platforms.
The ELP introduced an interactive Kahoot based game to improve internal benefit awareness and employee engagement in a fun and accessible way, with reward based incentives to encourage participation. This initiative demonstrated how simple digital tools can boost knowledge sharing and cultural involvement. Additionally, the project proposed scalable improvements such as centralized digital benefit dashboards, real time feedback mechanisms, and the use of surveys and training portals to close information gaps and improve employee experience.
The ELP aligns with Sustainable Development Goal 3: Good Health and Well Being by emphasizing the importance of emotional support, mental health accessibility, work life balance, and a responsive wellness culture. The findings and recommendations contribute directly to Matco’s long term strategy of becoming a more employee driven, digitally responsive organization. By identifying areas of improvement and offering implementable, data informed solutions, the project showcases how experiential learning can create measurable impact on organizational development and employee wellbeing
NGO Management & Operations
No full textThis Experiential Learning Project (ELP), with Foundation Fighting Poverty (FFP) as our partner, was designed to increase the organization\u27s operational effectiveness and community contribution. The key deliverables were the simplification of their Foundation Information System (FIS), deployment of an affordable CRM solution, volunteer management optimization, and creation of a holistic digital strategy. The methodology used was a multi-phase applied research design that involved process mapping, stakeholder interviews, data analysis, solution creation, and pilot implementation.
Major findings indicated FFP\u27s data handling, volunteer engagement, and donor communication processes were highly inefficient. Based on the CRM analysis, Quickbook CRM emerged as cost-viable and functionally suitable for case tracking and donor management automation. Volunteer retention challenges were attributed to haphazard tracking and engagement strategies, which were corrected with a restructured reward system and decentralized engagement model. In addition, the digital strategy suggested multi-platform integration with fraud prevention protocols to enhance donor trust and social media visibility.
The research concludes that embracing customized CRM, in conjunction with process reengineering and digital transformation, can significantly improve the transparency, scalability, and sustainability of nonprofit operations such as those of FFP. The major recommendations are ongoing staff training, step-by-step CRM implementation, constantly monitoring KPIs, and the establishment of governance frameworks for data security and volunteer mobilization