What is the Kenyan (African)

urban woman up to?

Milcah Asamba-Roimen

“We have a crop of young female writers coming out of

Africa these days. There is a general unleashing of female

energy. Many of the writers reflect a broader female

stirring on the continent from business to politics and

even religion – what he calls “Here I am, deal with that”

attitude.”

Wole Soyinka

115746 146170

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Category 1

Female Student enrolment in Universities 2013/2014 – 2016/2017

2014/2014 2014/2015 2015/2016 2016/2017

Flocking to educational institutions; evening, weekend and online classes/courses are the trend

Source: Economic Survey 2017

No longer contented with support roles, she is increasingly taking up the helm of leadership in different spheres

Women hold 21pc of senior roles in Kenya’s corporate boardrooms

Kenyan women representation in listed companies’ board room now stands at 21 percent up from 12

percent in 2012 according to the 2017 KIM Leadership and Diversity Research report.

By David Indeje / July 18, 2017

https://sokodirectory.com/2017/07/women-hold-21pc-of-senior-roles-in-kenyas-corporate-boardrooms/

Year Female members of

county assemblies

Women representatives

elected to August house

2017 12th Parliament 100 23

2013 11th Parliament 84 16

????? Last 10 parliaments 75

By Ngele Ali, 14 Sep 2017“Women strongly emerge as political leaders in Kenya”

http://www.ke.undp.org/content/kenya/en/home/blog/2017/9/14/Kenyan-women-emerge-in-political-leadership-and-

governance.html

Joyce Laboso

Governor of Bomet Ester Pasaris

Nairobi Women Representative

Lots of inspirational examples to draw from

Tabitha Karanja

CEO Keroche Breweries

Debra Mallowah Unilever Africa VP of personal care

Prof. Olive Mugenda Former Vice Chancellor Kenyatta University

Captain Irene Koki Mutungi

What is driving her?

• Need to prove that she is capable

• Urgency to live the good life

• Various female empowerment programs

• She is just a trailblazer

• Forced by circumstances – death /

abandonment of a life partner

• Societal expectations and pressures

• Parents belief in the equality of boy & girl thus

planting a seed of greatness within her

She is FIERCE: empowered, relatively well-educated, knowledgeable, possibly well travelled and exposed

• Has a disposable

income

• Is discerning

• Is bold, demanding

and determined

• Using her challenges

as stepping stones to

her goals

Charity Ngilu

Governor of Kitui

How does this

impact her?

• Nearly half (45 per cent) of all children in Kenya do not live with both

biological parents

• Death of the father is responsible for just 5.3% of single mother households in

Kenya.

• The remaining number could be equally split between ‘deadbeat fathers’ and those

that have been omitted

Source: Kenya Demographic and Health Survey (KDHS)

• It has become an aspirational state for the younger woman

Singleness and single motherhood is not only a reality, but a choice for many

The Kenyan urban

woman

Family

Career & / hustle

Strong social network

(friends / relatives)

Identity

Retaining the traditional role of a nurturer, she is solidly establishing herself in other spheres

Looking and feeling good is a no longer negotiable; it is a compulsory budget item

• Beauty and personal care is one of the fastest growing

industries in Kenya having grown by 400 percent in 4 years

from Sh 26 billion in 2011 to over Sh 100 billion in 2015,

according to KPMG estimates.

• Attracting foreign investment by renowned global brands like

Yves Saint Laurent, Black Opal, Mac and Oriflame among

others

Health and physical fitness have become extremely important

O

• Water bottles, gym bags, smoothie jars are now part of her daily

accessories

• Gyms, marathons, dance (Zumba) classes and jogging fields have gained

importance in her life

Confident and chic, she is creatively fronting a modern image dipped in an ‘African identity’ through her:

• Accessories - African / Kenyan ornaments

• Hair – Natural, short

• Ankara clothing, handbags and shoes

And incorporating fun to create memorable moments for those in her sphere

No longer content with limited choice, she seems to be in a state of permanently searching

Companies to consider availing to her:

• Information – products, services, opportunities

• Ingredients – natural, pure, whole, nutritious, healthy

What else can brands do for her?

She continually works hard and for the betterment of many; it is time to

celebrate her through

− Recognition / acknowledgement / respect

− Accompany her on her pursuits (Convenience, partnership,

enhancer of her knowledge / skills)

− Occasional rewards / accolades /

Thank you