Unpacking Likeability Labour: The Struggles of Women in Kenya's Workforce

In Nairobi, 24-year-old Faith embodies the struggle many women face in professional environments due to societal expectations. While women represent half of entry-level positions in Kenya, they experience a drastic drop in senior roles. The concept of "likeability labour" sheds light on the pressures women endure to be agreeable, which hinders their career progression. Experts advocate for systemic changes to address this disparity, emphasizing mentorship and self-advocacy.

In Kenya's bustling capital of Nairobi, 24-year-old Faith, a pseudonym to protect her identity, navigates a challenging workspace filled with unspoken societal expectations. During a recent meeting, she felt a twinge of anxiety as her senior colleague pressured her to agree with a suggestion she believed would fail practically. Despite her reservations, she remained silent, dreading the label of being "difficult" that opinionated young women often face in her culture.

Faith's experience is a reflection of a broader issue; a report titled "Women in the Workplace 2025" indicates a significant disconnect in women's representation in Kenya, where they hold 50% of entry-level roles but only 26% of senior ones. This pervasive gap, termed "the broken rung," highlights the barriers young women encounter as they attempt to climb the corporate ladder.

The pressure to conform extends to what experts now refer to as "likeability labour," which encompasses the societal obligation women feel to be agreeable and pleasant in their workplace interactions. Sociologist Amy Kean coined this term, illustrating how women routinely tailor their behavior—often second-guessing themselves and self-editing their speech—to avoid being labeled as abrasive. A recent survey in the UK found that 56% of women reported feeling pressured to maintain a likeable demeanor at work, contrasting starkly with 36% of men.

This phenomenon resonates beyond the UK, becoming a global issue with women feeling compelled to alter their personas for acceptance. Oftentimes, the stakes are higher than mere popularity, as women seek respect, acknowledgment, and a voice in environments often dominated by male perspectives. Dr. Gladys Nyachieo, a Kenyan sociologist, elaborates that this pressure springs from cultural socialization, where women are conditioned to prioritize care and support over self-advocacy.

Within the workplace, a term in Kiswahili, "office mathe," describes women taking on nurturing roles, performing additional tasks like organizing refreshments. While this might seem benign, it exacerbates the workload without recognition or reward. Dr. Nyachieo insists that structural changes are crucial to alleviate the burdens of likeability labour, calling for flexible policies and mentorship programs to empower women in their professional journeys.

Faith, guided by Dr. Nyachieo’s mentorship, embodies the hope that change can occur. She is learning to navigate a workplace culture that often expects her to smile and agree while advocating for her ambitions. As she embarks on this journey of self-discovery and empowerment, it becomes clear that the discourse surrounding likeability labour must persist in the quest for equality in corporate environments.