• The soft life generation sets a new standard where work is fun, life is enjoyable, and success is defined on individual terms.

For years, success has been defined by hard work, long hours and financial security. Older generations believed in hustling and working tirelessly to build wealth and stability.

Millennials and Gen Z are rewriting the script, embracing the so-called soft life. The soft life is a lifestyle that rejects stress and struggles in favour of ease, enjoyment, and self-care. It does not mean laziness or no ambition but rather choosing a path that brings happiness without too much suffering.

Many young Africans, especially in Kenya, are concerned that this life is about earning money in ways that allow freedom, travel, and fulfilment.

This shift is mainly caused by dissatisfaction with the traditional path. Many young people saw their parents work tirelessly only to retire without fully enjoying life.

With the ever-rising cost of living, unemployment rates, and unpredictable economies, Millennials and Gen Z are exploring new, unconventional ways to make money while living comfortably.

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One of the biggest providers of the soft life movement is content creation. Media platforms like TikTok, YouTube, and Instagram have allowed young people to turn their hobbies and lifestyles into profitable careers.

Kenyan content creators like Elsa Majimbo, Flaqo Raz, and Mungai Eve have built successful brands online, earning from brands, ads, and content deals through humor, storytelling, and creativity. They have transformed social media into a full-time job, challenging the traditional path.

From podcasters to online coaches and sellers, young people are finding ways to generate income without being required to work a 9 to 5. Instead of working normal jobs with little personal freedom, many are choosing remote work, freelancing, and side hustles that allow them to work from anywhere.

Despite its appeal, the soft life is not without challenges because content creation and freelancing come with income uncertainty, unlike traditional jobs with fixed salaries.

Creators must constantly innovate to stay relevant and secure a living. Similarly, many African parents and elders still value traditional careers like medicine, law, and engineering.

The soft life generation sets a new standard where work is fun, life is enjoyable, and success is defined on individual terms.