Kenyan women are embracing entrepreneurship at an extraordinary rate, with nine in ten women considering starting or running their own business.
This is far higher than the regional average of 51% who likely consider themselves entrepreneurs across Eastern Europe, the Middle East, and Africa (EEMEA).
This ambition is particularly evident among Baby Boomers (93%) and Gen X women (96%), making them the most entrepreneurial demographic.
New research from MasterCard, released ahead of International Women's Day 2025, highlights the driving forces behind this wave of entrepreneurship, naming financial independence, flexible working hours, and the pursuit of personal dreams as key.
