The cost of ‘soft life’: How lifestyle inflation is trapping young Kenyans in debt

By Abol Kings

In recent years, the term “soft life” has become a popular mantra among young Kenyans, symbolizing a desire for comfort, luxury, and freedom from financial struggle.

Social media is flooded with curated images of brunches in high-end restaurants, weekend getaways, designer wear, and sleek rides, all evidence of an aspirational lifestyle.

While there is nothing inherently wrong with enjoying the fruits of one’s labor, the growing pressure to constantly upgrade one’s standard of living is driving many young people into unsustainable financial habits.

At the heart of this lies a subtle but dangerous trap: lifestyle inflation.

Lifestyle inflation occurs when an individual’s expenses increase in tandem with or sometimes beyond their income.

A young graduate who once comfortably lived on KSh 25,000 now finds it impossible to manage even with a salary of KSh 60,000.

The more money they earn, the more they spend.

This pattern is becoming increasingly common in urban Kenya, where young professionals, eager to signal success, end up committing large portions of their income to consumer goods, entertainment, and appearances.

The pressure to keep up appearances is intensified by social media platforms like Instagram, TikTok, and X (formerly Twitter).

On these platforms, the line between reality and illusion is often blurred.

Influencers flaunt lavish lifestyles, sometimes sponsored by brands or driven by debt, creating a misleading benchmark for success.

This creates a form of “social comparison debt,” where young people borrow both literally and metaphorically to measure up to a digitally constructed ideal.

The rise of digital lending apps has further fueled this culture.

With a few clicks, one can access instant credit from platforms like M-Shwari, Tala, Branch, or Fuliza.

While these tools were initially designed to boost financial inclusion, they are increasingly being misused for consumption rather than emergencies or productive ventures.

Many young Kenyans now habitually borrow to fund nights out, impulse purchases, or the latest gadget.

What follows is a cycle of dependency, stress, and reduced financial health, a far cry from the soft life they sought.

This trend is not only financially damaging but also psychologically draining. Constant debt causes anxiety, affects relationships, and reduces long-term financial confidence.

It delays major life milestones such as investing, starting a business, owning a home, or even saving for retirement. The illusion of wealth today robs many of real wealth tomorrow.

So, how do we break free from the grip of lifestyle inflation?

The answer lies in intentionality and education. First, young people must redefine success beyond material display.

True financial freedom is not the ability to spend more, but the ability to need less and live comfortably within one’s means.

Celebrating small wins, embracing modest living, and prioritizing savings over splurging are essential mindset shifts.

Second, there is a pressing need for widespread financial literacy. Schools, universities, and even employers should integrate personal finance education into their programs.

Understanding budgeting, debt management, savings, investing, and the psychology of money can empower youth to make informed choices.

Lastly, policy makers and financial institutions must take responsibility too. While innovation in fintech is commendable, it must be accompanied by consumer protection, ethical lending practices, and support for financial wellness.

A country whose youth are perpetually in debt is on a fragile economic path.

Mr. Abol Kepha Kings is a personal finance coach and a former banker