A study highlights the challenges faced by women in Kenya's corporate environment, where they must navigate the pressure to be agreeable and non-disruptive, leading to a significant drop in female representation in leadership roles.
The Unseen Burden: Kenyan Women's Struggle with Likeability in the Workplace
The Unseen Burden: Kenyan Women's Struggle with Likeability in the Workplace
Kenyan women face an unspoken pressure to conform to societal expectations, often prioritizing likeability over authentic self-expression in the workplace.
In the bustling offices of Nairobi, 24-year-old Faith found herself battling an invisible force during a team meeting. Torn between voicing her opinions and maintaining a congenial facade, Faith succumbed to the expectations that young women, especially in Kenya, often face to be agreeable. "I felt an unspoken pressure to smile, to be agreeable, to not be disruptive," she recounted, reflecting on her reluctance to challenge a suggestion that she believed to be impractical.
Faith's experience resonates with findings from the Women in the Workplace 2025 report, which underscores a systemic issue known as "the broken rung." This term describes the alarming decline in women’s representation as they climb the corporate hierarchy, particularly in developing economies like Kenya, Nigeria, and India. In Kenya, while women occupy 50% of entry-level positions in sectors such as healthcare and finance, only 26% reach senior roles.
The concept of "likeability labour" has emerged from these narratives, shedding light on the psychological toll of constantly conforming to workplace expectations. Amy Kean, a sociologist, highlights this phenomenon, noting that 56% of women feel pressured to be likeable compared to just 36% of men. Women often self-edit their language and behavior to avoid being perceived as aggressive or assertive, a trend that has profound implications for career advancement.
The disparity goes deeper than mere socialization; it impacts job security and how women are perceived in performance reviews. A study by Textio has revealed that women are disproportionately labeled "unlikeable," a critique that significantly hinders their professional progress. Meanwhile, men more frequently receive positive affirmations of their likability.
Dr. Gladys Nyachieo, a Kenyan sociologist, asserts that this societal dynamic fosters a culture where women take on additional roles, such as the "office mathe," often putting the needs of others above their own. Such behaviors may not be acknowledged or rewarded, leaving women in a perpetual cycle of extra work without adequate support.
Despite these challenges, Dr. Nyachieo emphasizes the importance of systemic change to alleviate the pressure of likeability. Mentorship is one critical avenue for empowerment, as evidenced by the guidance Faith has received, encouraging her to advocate for herself in the corporate realm.
Changing the narrative for women in the workplace requires not only individual resilience but also a collective shift in attitudes and policies that respect and promote diverse expressions of competence and professionalism. As Faith continues her journey, she is learning to challenge the instinct to conform, fostering a path towards authenticity in her professional life.
