Breaking the Cycle: The Pressure of Likeability for Kenyan Women in the Workplace

Tue Oct 21 2025 11:17:46 GMT+0300 (Eastern European Summer Time)

The issue of "likeability labour" emerges as young women in Kenya, like Faith, navigate a corporate culture that often prioritizes smiles over opinions.

Women in Kenya face significant challenges in the workplace due to an ingrained pressure to remain agreeable, contributing to the "broken rung" in professional advancement.

During a recent meeting in Nairobi, 24-year-old Faith felt a familiar pressure to conform in a workplace environment that discourages strong opinions from young women. Despite her reservations about a colleague's suggestion, she found herself unable to voice her dissent, all while donning a polite smile. This significant moment reflects a broader phenomenon known as "likeability labour," where women modify their behavior to be perceived positively at work.

According to the Women in the Workplace 2025 report, published by McKinsey, there's a notable trend in countries like Kenya, India, and Nigeria, where women's representation sharply declines as they move up the professional ladder. Faith, while excited about her early career, is acutely aware of the hurdles that come with being among the first women in her family to attend university. In Kenya, women make up 50% of entry-level roles yet only 26% at senior levels, underscoring the systemic barriers they face.

The term "likeability labour" was introduced by sociologists to characterize the lengths women go to avoid being seen as difficult or confrontational in work settings. A recent study from the UK found that 56% of women reported feeling this pressure compared to 36% of men, highlighting the unequal burden women carry in their professional lives. Many women find themselves using minimizing language, bending their perspectives, and even avoiding asserting themselves to sidestep the stigma of being labeled "unlikeable."

Sociologist Dr. Gladys Nyachieo emphasizes the cultural forces influencing these dynamics, noting that women are often socialized into caregiver roles, a trait that translates to additional, unpaid responsibilities in the workplace. She urges for systemic changes to alleviate this burden, including policies for flexible work hours and mentorship opportunities.

Young women like Faith, who is mentored by Dr. Nyachieo, are beginning to challenge these expectations. Faith expresses gratitude for learning to negotiate her professional identity more assertively and resist the pressure to always wear a smile. The journey toward breaking the cycle of likeability labour continues, as many women strive to find their voices in environments where their opinions are too often silenced.