Reclaiming Tomorrow

Rebuilding Young People’s Faith in the Future.

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Key findings 6 Groups Conclusion Contributors
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Reclaiming Tomorrow

Rebuilding young people's faith in the future.

This report traces how the differing realities faced by the current generation of young Kenyans have shaped their perspectives and their attitudes towards the future of Kenya.

The report combines a snapshot of Gen Z youth trends and demographics in 2024, with an exploration of young Kenyans' shifting hopes and aspirations for the future.

It charts their changing relationship with democratic processes, their eagerness to help Kenya's government shape different youth-friendly policies, and it sign-posts the most urgent reforms that will help young Kenyans reclaim tomorrow.

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Key Findings

Young Kenyans are more engaged than ever with how their country is governed.

But young Kenyans are not all the same: One-size-fits-all approaches to youth policy will not work.

We mapped six groups of young Kenyans, categorised by differing attitudes to the future.

These groups allowed us to form targeted policy priorities. The largest and most urgent demands are:

  • A stronger focus on growth in the informal economy through the streamlining of regulations, taxes and new opportunities that help Kenya’s young entrepreneurs to flourish and grow;
  • Concessions to those struggling to provide for families and dependents, for whom health, education and subsistence costs are overwhelming and improved public services are critical;
  • More visible public accountability and justice for those frustrated by unemployment and exacerbated by perceived unfairness and corruption.

We used this information to work with the Government, the UN and other key stakeholders to form five targeted policy recommendations.

Download the report to learn more:

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6 Groups

Meet the Future of Kenya

Six distinct groups, each with their own challenges, needs, hopes and dreams, make up the patchwork of youth in Kenya today.

Six Kenyan youth standing together

The Builders

Who are they?

Builders are risk-takers, they are excited by the opportunities created by uncertainty. They are flexible, responsive and highly adaptable to change. They accept instability and frame it as an opportunity.

What you'll hear them say

‘Life’s a constant challenge but I’m figuring it out’

Super Powers

Self-belief

Street smarts

Risk taking

Inter-connected

In real life

A portrait of a male Builder
26% of Young Kenyans
Ambition

A successful business - maybe transition to the formal economy.

What they care about

Builders are realists, practical and focused - so they don't envisage or want wholesale change. They are embracing uncertainty but would like more reliability. They want the systems that ease their activities to work. They want systems such as regulation and quality controls to be consistent and visible. In this sense they are demanding 'transparency' - if their business needs transport they are happy to pay transport taxes but want to see how these funds translate into better transport infrastructure.

What they need from GOVT

To be involved in decisions that affect them. Investment that recognises and dignifies the informal sector (which is 85% of the economy and employment). A simplified and standardised business enviroment for entrepreneurs that everyone can understand. Improved business infrastructure, including power, roads, internet. Informal sector business skills training.

The Survivalists

Who are they?

Survivalists accept uncertainty as a given. They don’t expect things to change. Living mostly in the informal economy their daily lived experience confirms that they have no control over larger events that affect them. They accept the cards they’ve been dealt and manage as best they can.

In real life

A portrait of a male Survivalist
19% of Young Kenyans
What you'll hear them say

'I’m taking life a day at a time'

Super Powers

Tolerance

Acceptance

Self-reliance

Ambition

Stability.

What they care about

Their own life may never change, but they hope for a better life for their children.

What they need from GOVT

Things that make current everyday life more manageable – like lower prices. Investments in their children’s future: controlled school fees, better healthcare, and affordable housing.

The Traditionalists

Who are they?

Traditionalists are profoundly uncomfortable with uncertainty and they want to escape it. They have accepted the ‘deal’ that if they work hard or get educated then they will get a job in the formal economy. A job is their way to escape uncertainty. The Meritocrats are angriest at the moment: they feel cheated – they did what was required, so where are the jobs. They are forced to hustle. They’re frustrated.

What you'll hear them say

'You ask me what next, but I don’t have a now!'

Super Powers

Articulate

Educated

Inter-connected

In real life

A portrait of a female Traditionalist
19% of Young Kenyans
Ambition

To find a formal, stable and dignified job that will guarantee their future.

What they care about

They want to he heard and understood, as they demand what they see as rightfully theirs – a world based on accountability, via an end to corruption and nepotism. When promises are not delivered, they want to see leaders taking responsibility. When opportunities come up, they want decisions on merit, not contacts.

What they need from GOVT

They need to see evidence of sustained government action on austerity and against corruption.

In the media

The Opportunists

Who are they?

Fear of poverty drives them – they don’t want to be poor and will do anything to avoid it – even if they have to break the rules. They see uncertainty as weakness and seize opportunities and loopholes in the current system. They are also brave and up for risk taking even if this means selling drugs, a bit of stealing or engaging in sex work.

In real life

A portrait of a male Opportunist
13% of Young Kenyans
Super Powers

Smart

Adaptable

Morally flexible

What you'll hear them say

'I’m here for a good time, not a long time'

Ambition

To ‘get rich quick’ by any means.

What they care about

To be close to people with power and to money. They’ll jump on any opportunity they see.

What they need from GOVT

They live for the moment – they’re not thinking about the future. They need a pathway to join the informal economy.

The Powerless

Who are they?

These young people have very little of anything – no stable income, no social capital, no agency or sense of how to change things. They live in the control or influence of others. They are not even sure when they’ll eat next. They’re always hungry, they live hand to mouth, they don’t have the power to create even small opportunities for themselves. They might take drink or drugs when they’re older. They might do crime, be used and exploited.

What you'll hear them say

'Unless I ask'

Super Powers

Maybe they have family members to look after them.

A portrait of a female Powerless
12% of Young Kenyans
Ambition

Never to speak out of turn - the future is someone else’s responsibility.

What they care about

They will let fate take its course. If they attended the Gen Z protests they said: ‘we are dead anyway so a bullet doesn’t scare us’.

What they need from GOVT

They need social and community services – to lift them from deep poverty. As kids they need training in life skills that build their confidence, their agency and resourcefulness to find a role in the informal economy. As adults their best chance of employment is with Builders (already the biggest employers in Kenya) who need encouragement to employ their most disadvantaged peers.

The Inheritors

Who are they?

Children of the political class. They don’t worry about food or shelter. They live outside what most consider “normal life”. They feel secure about the future.

What you'll hear them say

‘My uncle knows that guy…’

Super Powers

Family connections

Nepotism

Entitlement

In real life

A portrait of a female Inheritor
10% of Young Kenyans
Ambition

More of what they already have now.

What they care about

Inheritors want continuity and consistency. Maybe cheaper petrol or universal broadband, but not electricity or water – they don’t worry about such things. Generally they don’t want much to change.

What they need from GOVT

Nothing urgent: things are working out for them.

In the media
Conclusion

A New Partnership with Kenya’s Young People

Conclusions and Recommendations

Thousands of conversations held with young people around the country made it clear that young Kenyans have several distinct, differing realities and needs. To build a new partnership with Kenya’s young people, no single approach to youth policy will work.

Kenya has at least six distinct and significant groups of young people, each with differing attitudes, needs and expectations from their Government and society. Understanding that these groups want and need different services is crucial for developing effective policies that can be acceptable to young Kenyans, help re-engage them after a series of turbulent protests, and avoid future conflict.

Taking visible action to address these needs presents an unprecedented opportunity for Kenya's Government to forge a new, mutually beneficial relationship with young Kenyans, actively addressing their priorities and involving them more in the design of future solutions.

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Contributors

The thousands of young people who took part in the conversations in this report were mobilized by members of Shujaaz Inc’s WaCurious Network.

WaCurious members are young people with deep local roots and trusted networks that give them immediate, extraordinary access to the information, data & insights hiding in their communities.

With expert training, cutting-edge digital tools, and membership of an exclusive research network, WaCurious members are empowered to make a positive impact on their communities, families, and their personal development.

Special thanks to the following participating WaCurious Members:

Edwin W, Ukunda - Kwale County

Lucky K, Mavueni - Kilifi County

Chelagat M, Taveta - Taita - Taveta County

Charles M, Emali - Makueni County

Clinton O, Thika - Kiambu County

Faith A, Siaya - Siaya County

Frank M, Mukuru - Nairobi County

Gabriel W, Naivasha - Nakuru County

Grace M, Bamburi - Mombasa County

Muleho A, Isiolo - Isiolo County

Samuel N, Nakuru - Nakuru County

Sharon G, Meru - Meru County

Dora N, Emali - Makueni County

Peter K, Kisumu - Kisumu County

Josephine M, Voi - Taita - Taveta County

Jackline O, Kisumu - Kisumu County

Geoffrey J, Mambo Leo Area - Kisumu County

Linda O, Kisumu Nyamasaria - Kisumu County

Henry N, Kikuyu - Nairobi County

Fiona E, Makdara - Nairobi County

Flervine A, Kasarani - Nairobi County

Quinter M, Kibera - Nairobi County

Everlyne N, Kitale - Trans - Nzoia County

Collins O, Iten - Elgeyo - Marakwet County

Reagan M, Kawangware - Nairobi County

James M, Wote - Makueni County

Brenda A, Kisumu - Kisumu County

Jesse W, Webuye - Bungoma County

Tracy A, Webuye - Bungoma County

Salome O, Bondo - Siaya County

Dancun O, Kisumu - Kisumu County

Markmarvin O, Kisii - Kisumu County

Beryl A, Kimusu - Kisumu County

Calistus M, Kawangware - Nairobi County

Alexander N, Kibarani - Makueni County

Francis N, Eastleigh - Nairobi County

Josephine N, Pipeline - Nairobi County

Sylvester W, Huruma - Nairobi County

Erick K, Kibwezi Kwakyei - Makueni County

Meyline A, Migori Town - Migori County

Clinton H, Meru - Meru County

Lavin K, Mbagathi - Nairobi County

Jacktone O, Migori Town - Migori County

Paul O, Kakamega - Kakamega County

Javan O, Vihiga - Vihiga County

Fancy O, Nanyuki - Laikipia County

Lynder A, Kimusu - Kisumu County

Reagan O, Eldoret - Uasin County

Daisy O, Kimusu - Kisumu County

Peninah A, Karachuonyo - Homabay County

Veronica M, Kambu - Makueni County

Fridah N, Mbui Nzau - Makueni County

Everline K, Mbui Nzau - Makueni County

Joseph I, Kikopey - Nakuru County

Winnie O, Kisumu - Kisumu County

DALMAS C, Kimusu - Kisumu County

Joreen N, Mtito - Andei - Makueni County

Jack H, Kakamega - Kakamega County

Dinah E, Kimusu - Kisumu County

Dominic A, Nakuru - Nakuru County

Samuel M, Nakuru Town - Nakuru County

Agneta N, Githurai 45 - Kiambu County

Deborah S, Machakos - Machakos County

Benson A, Watamu - Kilifi County

Joseph H, Mwatale - Taita - Taveta County

David, Lodwar - Turkana County

Jectone, Bondo - Siaya County

Diana M, Kitui - Kitui County

Faith M, Makindu - Makueni County

Fredrick K, Webuye - Bungoma County

Renson W, Uasi Gishu - Uasi County

Snaider L, Lodwar - Samburu County

John K, Kwa Vonza - Kitui County

Erick, Nyeri - Laikipia County

Pamela, Nanyuki - Laikipia County

Steve, Tharakanithi - Tharaka Nithi County

Joy, Nakuru - Nakuru County

Leah A, Kisumu - Kisumu County

Faith O, Kakamega - Kakamega County

Rowland B, Kangemi - Nairobi County

Joy V, Kenlands - Nakuru County

Liz W, Juja - Kiambu County

Adams A, Kiambu - Kiambu County

Beatrice A, Kericho Town - Kericho County

Biran Y, Garissa - Garissa County

James O, Bondo - Siaya County

Hope W, Misikhu - Bungoma County

Edwin O, Kibera - Nairobi County

Daisy O, Homabay - Homabay County

John O, Ugennya - Siaya County

Boswel S, Kawangrware - Nairobi County

John A, Homabay - Homabay County

David K, Rarieda - Siaya County

Jannes A, Bondo - Siaya County

John O, Homabay - Homabay County

Edward O, Homabay - Homabay County

Judy M, Wote - Makueni County

Aphline A, Migori - Migori County

Meshack N, Wote - Makueni County

Patricia M, Wote - Makueni County

Winnie K, Eldoret - Uasi County

Josphine H, Kitui - Kitui County

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