A. Personal Aspirations for 2018
While the vast majority of Kenyans hope for some sort of material advancement during the coming year, the specifics vary considerably, reflecting especially such factors as (a) current employment status and (b) age-grouping.
B. Most Serious Problem in the Locality
In the same vein, most frequent mentions of the most serious problem in the locality relate to the general or personal/household economy, and the same ones that have persisted over recent years: the high cost of living, hunger/drought, and unemployment. At the same time, several governance ills (e.g., crime, corruption) also receive significant mentions. In regional terms, however, there is considerable variation. Perhaps most striking, Kenyans across the political divide largely share the same concerns about such local these are less evident in terms of political alignment.
C. Expectations for 2018 Regarding 10 Public Issues
- Positive expectations for the coming year (i.e., that they will be “better” than they were in 2017) range from a high for development at the county level, to a low for reducing corruption. Indeed, it is only with regard to the latter out of the ten policy-areas covered that more Kenyans expect the coming year to be “worse” than the last.
- At the same time, such views regarding such prospects for 2018 reveal a marked split in terms of the country’s main political divide (i.e., Jubilee vs. NASA supporters).
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Sub-Saharan middle class: +$400 Million total disposable spending power per day
Information about the middle-class population in Sub-Saharan Africa has been scant and as the South African economy flat-lines, many companies realise expanding further north is essential to growth. The African Lions study has brought a market which represents spending power of over $400M per day and will make a huge contribution towards the understanding of the consumer landscape of our continent.