Across Kenya, the meaning of having a job is changing. For some people, employment means reporting to an office every morning, receiving a monthly salary and enjoying the stability that comes with a formal contract. For millions of others, making a living involves running a small business, selling goods by the roadside, offering services or combining several income-generating activities to meet everyday expenses.
This is the reality of Kenya’s informal economy – a major part of the country’s employment landscape that often receives less attention than formal employment.
The phrase “hustle culture” has become familiar in everyday conversations. It is frequently associated with ambition, independence, creativity and the determination to succeed despite difficult circumstances. Yet behind the popular celebration of hustling is a more complicated reality.
An economy built on informal work
Data drawn from the Kenya National Bureau of Statistics’ 2026 Economic Survey shows the scale of informal employment. According to an analysis of the survey published by Stats Kenya, the informal sector accounted for approximately 18.1 million workers in 2025, representing 83.8 per cent of recorded employment.
The analysis also indicates that about 87.2 per cent of the jobs added during that year were in the informal sector. These figures illustrate just how important informal work has become to the country’s economy.
From small retail businesses and food vendors to independent service providers and casual workers, informal employment provides livelihoods for a significant proportion of the population. For many people, these activities offer an accessible way to earn an income without necessarily going through formal recruitment processes.
The other side of independence
Running a small business can offer flexibility and a sense of independence. However, that independence does not always translate into financial security. Unlike many formal employees, informal workers may not have predictable monthly earnings, paid leave or employer-supported medical benefits.
Their income can depend on customer demand, weather conditions, business location and the availability of working capital. A slow business day can mean reduced money for food, rent and other household expenses.
For individuals who depend on daily earnings, taking time away from work may also mean losing income. This creates a difficult balance: the need to remain financially active while managing the uncertainty that comes with informal employment.
The pressure to keep moving
In a society where financial responsibilities continue regardless of income, doing nothing is rarely an option. People may take on additional activities, explore online opportunities or start small businesses in an attempt to supplement their earnings.
The determination to remain financially independent is admirable. However, the constant pressure to generate income can also create exhaustion and uncertainty. Hustling is often presented as a personal choice driven by ambition. But for many workers, it is also a response to limited employment opportunities and the need to survive.
This distinction matters because it changes how society understands entrepreneurship and informal work. Not everyone running a small business is necessarily pursuing a lifelong entrepreneurial dream. For some, it is simply the most accessible way to earn a living.
Recognising the people behind the numbers
Statistics provide an important picture of employment, but they do not fully explain the everyday experiences of the people behind those figures. Every small business represents someone attempting to meet financial responsibilities, support a family or create a more secure future.
Their contribution deserves recognition beyond occasional celebrations of entrepreneurial resilience. Kenya’s informal economy is not merely a collection of small businesses operating outside conventional employment structures. It is an essential part of how millions of people sustain themselves and contribute to economic activity.
Recognising this reality should also encourage greater attention to access to finance, social protection, business support and opportunities for workers to transition into more secure forms of employment.
More than just surviving
There is nothing wrong with celebrating hard work, ambition and entrepreneurship. However, celebrating hustle culture should not mean overlooking the challenges faced by the people who depend on it.
A thriving economy should create opportunities for people to earn a living without having to constantly worry about whether tomorrow will provide enough income. The real measure of progress should not simply be how many people are hustling, but whether those people can build stable, dignified and sustainable livelihoods.
Behind every hustle is a person with responsibilities, ambitions and a future they are trying to secure. Perhaps it is time to look beyond the popular slogan and pay closer attention to the realities of the people keeping the economy moving.
