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Nairobi, Kenya – A growing movement is empowering young African women to challenge societal expectations of constant pleasantness in professional settings, advocating for assertive self-advocacy as a key to career advancement.
Dr. Aisha Nyachieo, a leadership development specialist based in Nairobi, is at the forefront of this shift. She emphasizes to her mentees that consistently prioritizing a cheerful demeanor can hinder progress. “If you act pleasantly all the time, you will go nowhere. You have to negotiate for yourself,” Dr. Nyachieo advises, urging women to confidently articulate their needs and worth.
This advice resonates with young professionals like Faith, one of Dr. Nyachieo’s mentees. Faith shared that the guidance has been instrumental in reshaping her approach to workplace interactions. “She’s taught me not to feel pressure to be smiley and nice all the time,” Faith stated, adding that she is actively implementing this lesson in her daily work life.
The issue stems from deeply ingrained cultural norms across many African societies, where women are often expected to be accommodating and prioritize harmony, sometimes at the expense of their own ambitions. This expectation can manifest as a reluctance to negotiate salaries, request promotions, or assert their ideas in meetings.
Dr. Nyachieo’s work builds upon broader research indicating that women who self-promote are frequently enough perceived negatively, facing a “likability penalty.” However, she argues that navigating this bias requires not abandoning ambition, but rather reframing how women present their accomplishments and needs. she conducts workshops for organizations like the African Women in Leadership Initiative (AWLI) and has spoken at the Pan-African Business Women’s Conference in Accra, Ghana.
The long-term impact of this mentorship is expected to contribute to greater gender equality in leadership positions across the continent. According to a 2023 report by the UN Women,women hold onyl 22.9% of parliamentary seats in Africa, highlighting the continued need for initiatives that empower women to claim their space in decision-making roles.
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