BrighterMonday Kenya tackles youth unemployment in North Rift

BrighterMonday Kenya, in collaboration with the Mastercard Foundation, has launched a new initiative under its Generation Kazi Program to address youth unemployment in the North Rift region.

Announced on September 19, 2025, the program aims to train 2,000 young job seekers, equipping them with essential soft skills, digital career tools, and direct connections to employers.

The initiative targets a critical issue highlighted in a 2023 Kenya National Bureau of Statistics report, which revealed that nearly 40% of young Kenyans aged 18 to 35 are unemployed or underemployed. The report noted that while many have access to education, they often lack the practical skills and market readiness demanded by employers, particularly in regional areas like the North Rift.

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Sarah Ndegwa, Managing Director of BrighterMonday Kenya, emphasized the program’s role in bridging this gap. “By equipping youth with practical skills and matching them with hiring organizations, the GenKazi Program addresses the persistent youth unemployment gap in Kenya,” she said. “Underserved and regional towns also need to be prepared as growing hubs for workforce innovation.”

The program prioritizes inclusive hiring, focusing on women, youth, persons with disabilities, and internally displaced people. Participants will gain access to AI-powered tools to enhance their job search and will be linked with employers seeking high-potential talent.

This effort aligns with the Mastercard Foundation’s Young Africa Works strategy, which aims to provide 30 million young Africans with dignified employment opportunities by 2030.