Why "soft life" is the new hustle – the Kenyan shift from struggle to self-care and smart living
Critics argue that the Soft Life promotes laziness and unrealistic expectations. Some believe it is only for the rich, while others feel it encourages materialism.
For years, Kenyans have been conditioned to believe that success comes through sheer hustle, waking up before dawn, working multiple jobs, and sacrificing rest to "make it in life."
The hustle culture was glorified, with phrases like maisha ni kujikaza (life is about hustling hard) and kazi ni kazi (work is work, no matter how tough).
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But in recent years, a new wave of thinking has taken root, especially among young Kenyans, the Gen Z’s Soft Life movement.
This shift is not about laziness; it is about choosing smart work over hard work, prioritizing mental health, and making money work for you.
What is the soft life?
The soft life is about escaping unnecessary struggle and embracing ease, financial freedom, and self-care.
Unlike the old mindset of vumilia uone maisha (endure and you will succeed), the Soft Life says, why suffer if there is an easier way?
While it has often been associated with luxury, think vacations, brunches at fancy spots like Artcaffe, road trips, and soft-spoken ladies with gel nails at its core, the Soft Life is about intentional living.
It means making choices that prioritise your well-being, financial security, and personal happiness instead of subscribing to toxic hustle culture.
The concept has been embraced widely, especially by Gen Z and millennials, who are actively rejecting the pressure to work themselves to exhaustion.
They are choosing flexibility, mental health, and chilling without guilt.
The fall of hustle culture in Kenya
For a long time, Kenya’s urban centres, especially Nairobi, thrived on hustle culture.
The glorification of struggle was everywhere, matatus blasting “Lazima ujikaze buda” (You must work hard, bro), social media influencers pushing "grind harder" messages, and parents reminding their children how they walked barefoot to school.
But as time has passed, Kenyans have started questioning whether this relentless grind is actually worth it.
The pandemic played a huge role in this shift.
Many lost jobs, businesses collapsed, and suddenly, the 9-to-5 plus a side hustle routine was no longer sustainable.
People began exploring remote work, freelancing, digital entrepreneurship, and other alternative income streams that allowed them to live comfortably without unnecessary stress.
Additionally, Kenyans are increasingly aware of the importance of mental health.
The rise in discussions around burnout, therapy, and kujitreat (treating oneself) has encouraged many to adopt the Soft Life philosophy, working smart, resting more, and enjoying life while still securing the bag.
What does soft life look like in Kenya?
The Soft Life in Kenya is not just about living large; it is about making intentional choices that enhance your quality of life. Here’s what it looks like in real life:
1. Financial independence and smart hustles
Unlike past generations that relied solely on 9-to-5 jobs, the Soft Life generation is diversifying income.
More young Kenyans are investing in Sacco’s, doing side gigs that do not stress, and embracing digital platforms like Upwork, Airbnb, and TikTok to make money on their own terms.
2. Prioritising rest and mental health
Gone are the days when sleep was considered a waste of time.
Soft life Kenyans are normalizing vacations (even sherehe in Naivasha counts), spa days, massages, therapy, and saying no to toxic work environments.
3. Choosing convenience over struggle
Why wake up at 4 am to cook when you can order Chapos from Jumia Food or call mama fua to cook for you? Why queue at Gikosh when you can thrift online?
Soft life Kenyans believe in using technology and money to reduce stress where possible.
4. Work-life balance is a must
Remote work, flexible hours, and avoiding unnecessary bosses who mistreat employees is becoming a priority.
Many are leaving toxic workplaces to pursue passion projects or self-employment on their own terms.
You shout at a Gen Z at work, tomorrow, they quit, without any plan B.
5. Self-care is a lifestyle, not a reward
Unlike before, when people believed you should only enjoy life after struggling, Kenyans embracing the Soft Life believe in enjoying it right now.
They say life is never that serious, eventually, we will all die, so you make the best out of it.
Whether it is nyama choma in kamakis or a weekend getaway in Diani, self-care is non-negotiable.
Criticism of the soft life movement
Of course, not everyone is convinced about the soft life challenge.
Critics argue that the Soft Life promotes laziness and unrealistic expectations. Some believe it is only for the rich, while others feel it encourages materialism, especially with influencers flaunting weekend getaways to Dubai and brunch at the popular restaurants in Kilimani or Westlands.
However, true Soft Life enthusiasts clarify that it is not about luxury, it is about balance.
“Older people glorify suffering that taking a break seems and feels like they are committing a crime,” Kimmy, a popular Instagram influencer told The Eastleigh Voice on Tuesday.
“Life is about choosing ease where possible, creating multiple income streams, and rejecting unnecessary suffering."
The Soft Life movement is redefining work culture in Kenya. This is seeing more companies, being forced to offer flexible working arrangements, mental health support, and competitive salaries to attract talent.
Digital platforms are also opening up opportunities for young people to work smarter, not harder.
The future will see even more Kenyans embracing Soft Life values, choosing work that aligns with their passions, investing in financial security, and living life on their own terms.
“At the end of the day, we are the next generation that will work smarter, not harder, and they will work under our terms,” she said.
“Kenya is undergoing a major cultural shift. The old mentality of vumilia hadi ukue mzee (suffer until old age) is being replaced with kazi smart, si kazi ngumu (smart work, not hard work). Whether it’s choosing financial independence, prioritizing rest, or rejecting toxic workplaces, the Soft Life is here to stay.”
At the end of the day, Kimmy said it is not about laziness, it is about living well.
“Hii life hakuna rehearsal,” he says.
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