49% Of Kenyans See Accountancy As Having An Attractive Image

Nearly half (49 percent) of Kenyans see accountancy as having an attractive image, that encourages people to join its ranks.

But this is a generation concerned about the future – 55 percent identified lack of job opportunities/job security as a concern versus a global average of 58 percent. And 41 percent of Kenyan Gen Z are concerned about their wellbeing and mental health.

The report also reveals that as employers, the profession is missing opportunities to attract more young people to its ranks.

Kenyan-based Gen Z respondents question the motives of the business world – 47 percent agree businesses are fighting climate change; 37 percent agree business leaders have integrity and do what they say and 58 percent say business prioritize and takes good care of employees.

Steve Obuogo says: ‘Our findings present both challenges and opportunities for the accountancy profession and business here in Kenya and globally. That’s because Gen Z will demand more accountability from the leaders of the organizations in which they work, and

they’ll also have high expectations of their work–life balance and how employee welfare is managed.’

Kenyan Generation Z is determined: looking at their own peer group, a massive 94% say they are ambitious to progress quickly; 93% value work-life balance and flexibility, and 91% value purpose and meaning in a job.

As expected, they’re also tech-savvy – 85% say they’re very comfortable with technology and pick up new tech fast, and the same amount says technology will enable finance professionals to focus on high-value-added activity.

For those already working as accountants, 50% were drawn to it for the opportunity to develop a broad range of skills and 44% for the chance to work in other countries.

This perception is echoed for those respondents who are looking to become accountants with 55% attracted to the profession for the global portability it offers.

Steve Obuogo concludes: ‘The world now demands more accountability and transparency – the mantra is simple: stakeholders, not just shareholders. For the accountancy profession, this represents a potential turning point and these young people will help create a workforce which is more diverse, more inclusive, and which will make businesses more cognisant of their broader role in society.’

“Our report explains how Gen Z will bring their talent and tech know-how to the profession and change it, pursuing careers with purpose and doing jobs that make a difference. It’s a message of opportunity and positivity as we work towards achievement in 2030 of the UN Sustainable Development Goals.’