NAIROBI, Kenya — Hustle culture in Kenya has evolved from a survival tactic into a defining feature of the country’s economic life. For many young people, juggling side jobs is no longer temporary — it is the new normal.
From Nairobi’s busy estates to rural towns, youth are turning to digital businesses, boda-boda transport, online freelancing, and agribusiness to survive unemployment and rising living costs. While this culture shows resilience and creativity, it also exposes deeper problems in Kenya’s job market.
From Jua Kali to Digital Hustles
Kenya’s hustle spirit has deep roots. Since the 1970s, the informal sector — popularly known as jua kali (meaning “hot sun”) — has supported millions of artisans, mechanics, and traders.
In November 2025, more than 300 artisans in Eldoret received Recognition of Prior Learning certificates from a national polytechnic, officially recognizing skills they had gained informally. Education officials described the move as a step toward formalizing informal skills and improving job opportunities.
However, youth unemployment remains high — about 35 percent according to the Kenya National Bureau of Statistics. As a result, many young people rely on hustles to earn a living.
The Rise of the Modern Hustle
In recent years, hustle culture has shifted online and diversified:
Digital platforms like Instagram, TikTok, WhatsApp, Jiji, and Jumia allow youth to sell clothes, food, and services directly to customers.
Gig economy jobs such as ride-hailing, food delivery, and freelancing on platforms like Upwork and Fiverr connect Kenyans to global markets.
A 2024 GeoPoll survey found that 71 percent of employed youth aged 18–35 have side hustles, with many earning less than Sh30,000 per month.
The boda-boda sector alone supports about 1.6 million riders nationwide, according to industry associations.
Creative industries are also expanding. A 2023 report by the Kenya Film Commission and KNBS valued Kenya’s film and entertainment industry at Sh86.9 billion, showing the growing role of youth-driven enterprises.
The Benefits of Hustle Culture
Hustling has clear advantages:
Income generation: It helps young people pay bills and support families.
Innovation: Youth are redefining work through digital marketing, online shops, and modern farming.
Community support: WhatsApp groups, cooperatives, and community networks help hustlers share opportunities and resources.
For many, hustling is a source of pride and independence.
The Hidden Costs
Despite the energy and ambition, experts warn of serious challenges.
Most hustles lack social protection, healthcare, pensions, or job security. According to the National Social Protection Secretariat, about 16 million Kenyans work in the informal sector without safety nets.
Burnout is also rising. The World Health Organization recognizes burnout as an occupational risk linked to chronic workplace stress. Many youth report exhaustion, anxiety, and depression caused by long working hours and unstable incomes.
Digital entrepreneurs also face pressure from taxation and regulatory crackdowns, while rural youth struggle with poor internet access and limited digital tools.
Policy Gaps and the Way Forward
Although Kenya’s economy has grown steadily, about 90 percent of new jobs are informal. Programs such as the Ajira Digital Programme aim to connect youth to online work, but critics say many digital jobs remain unstable and poorly protected.
Experts argue that Kenya must balance hustle culture with stronger social protections, better labor policies, and investment in formal employment. Without these reforms, hustling may remain a survival strategy rather than a path to long-term security.
A Generation Between Ambition and Exhaustion
Hustle culture in Kenya reflects both determination and systemic gaps. It highlights the creativity of young people who refuse to give up — but also reveals the pressure they face in an economy that struggles to create stable jobs.
As Kenya moves forward, the challenge will be ensuring that hustling becomes a bridge to opportunity — not a cycle of burnout and uncertainty.
