William Ruto became the President of Kenya in September 2022, following a closely contested election against former Prime Minister Raila Odinga. In a conventionally populist refrain, Ruto positioned himself as a champion of the “hustler” nation, representing ordinary Kenyans against the elite. Ruto’s election campaign was heavily centered around his “hustler” narrative, with slogans such as “Hustler Nation” and “Bottom-Up Economic Model” slapped on posters and affirmed in every campaign speech.

The “bottom-up” economic model promised to empower small businesses and informal workers. Ruto argued that his approach would provide opportunities for everyday Kenyans, especially the youth, who form a significant portion of the population and often face high unemployment. The model positioned him as someone who would break away from top-down economic policies that, in his view, had only benefitted the wealthy elite, implying an end to “pork barrel” politics along tribal lines and an end to enduring issues of government corruption and cadre employment.

Ruto forged a strong alliance with Kenya’s evangelical churches, which played a key role in his campaign. Evangelical Christianity is widespread in Kenya, and Ruto frequently attended church events and portrayed himself as a God-fearing man, aligning with religious values and gaining the support of influential church leaders. The church network – alongside effective social media strategies online – helped Ruto reach a wide audience, especially in rural areas, and provided a platform to counter accusations of corruption or elitism. By tying his political message to faith, he further strengthened his appeal to Kenya’s young, religious demographic. Despite sitting as the Deputy President of an unpopular government, Ruto deftly presented himself as a self-made man who rose from humble beginnings, starting as a chicken seller and working his way up in politics as a way to differentiate himself from the traditional political dynasties, such as the Kenyatta and Odinga families that have remained prominent since independence. 

Ruto inherited a country struggling under high public debt and inflation, and much to the chagrin of his supporter base, the proposed solutions were taxes levied on consumption – on internet data, fuel, bank transfers, diapers and tampons among other items – through the implementation of the Finance Bill 2024. These regressive and austerian choices sparked widespread protests, both coordinated by party opposition, but most spontaneously, from the underpaid and underemployed youth that had propelled him to office. The protests must also be understood in the context of growing resentment at Ruto’s fawning for western acceptance – a bizarre pledge to send police officers to Haiti directly off the back of extensive and expensive globetrotting as everyday Kenyans faced the pinch. The protesters considered the Finance Bill collective punishment for past and present corruption – a state unwilling to stand up to the IMF.

In May 2024, the proposed tax increases faced sharp criticism from younger Kenyans, who spearheaded the protests. Mobilising through social media platforms like X, TikTok, and Instagram, young activists circulated calls to action, translated the bill into several local languages, and used the AI tool ChatGPT to answer questions about the bill. Additionally, they leaked the phone numbers of political leaders, allowing protesters to bombard them with SMS and WhatsApp messages.

The Kenya Finance Bill protests, widely referred to as the #RejectFinanceBill2024, began peacefully on June 18 in Nairobi, but were met with widely condemned arrests. On the same day, the Kenyan Parliament amended the bill, removing some controversial clauses, but the bill nonetheless passed on June 19, sparking nationwide protests and violent clashes with security forces. On June 25, protesters stormed the Parliament buildings, leading to confrontations with police that resulted in at least 22 deaths and numerous injuries. Ruto rejected the bill on June 28, 2024. Instead, he signed the “Appropriations Bill 2024” to address the budget shortfall caused by the bill’s rejection. Nevertheless, protests escalated into riots on July 2, with demonstrators demanding Ruto’s resignation – he promised a bottom-up economic model, only to try and push through top-down repression. 

The X Space Debacle
William Ruto’s appearance on X Spaces, engaging directly with Gen Z protesters of the Finance Bill 2024, was a strategic attempt to address the concerns of the younger generation. The protesters had been vocal about their opposition to the proposed tax increases, particularly on social media platforms like X (formerly Twitter), TikTok, and Instagram. During the session, Ruto aimed to explain the rationale behind the Finance Bill and the economic challenges Kenya was facing.

Ruto emphasised the necessity of the Finance Bill to address Kenya’s budget shortfalls and public debt, attempting to justify the tax increases as crucial for economic stability. He acknowledged the protesters’ frustrations over the rising cost of living and unemployment and attempted to reassure them that the government was working on long-term solutions. Despite Ruto’s efforts to connect with the Gen Z protesters, most remained unconvinced, particularly as the government’s tax policies were seen as disproportionately impacting low-income citizens. The X Spaces event reflected his attempt to bridge the gap between the government and youth, but it also underscored the deep divisions over economic policy and governance. It became quickly apparent that Ruto had no interest in learning from the protesters, so much as brow-beating them for failing to understand the supposed necessity of his reforms.

In an X (formerly Twitter) Space supposed to be hosted by the president, technical difficulties meant that influencer Osama Otoero (Sir Rap-a-lot) had to assume responsibility. Highlights from the space from a variety of named and anonymous accounts include the following choice quotes:

• “I think you grew up in an authoritarian family and you expect people to just to dance to your tune”
• “Most people are saying that your government is full of lies”
• “Some guys were blindfolded for twelve hours – are we living in a terrorist country?”
• “This is not functioning like a democracy, but like a dictatorship”

Ruto tried to downplay the harsh treatment of protesters by the Kenyan Police Force and Kenyan Defence Forces, argued that the Human Rights Commission were exaggerating the injury and death toll and doubled-down on his policies and track record. Ruto posted a video after falling out of the space, concluding that he was grateful for the “immense feedback” and insisted on his commitment to engaging directly with the electorate, although he maintained that “his administration needed more empathy” – older voters seemed impressed by his willingness to engage with voters in conversation, perhaps given the more authoritarian tendencies of previous administrations, but younger voters remained unmoved and despondent.

The younger generation are emboldened by social media to speak their mind, dismissive of existing political parties, and they are generally disinterested in sparring over tribal identities – they are Kenyans first and foremost, and this fledging coalition of generational activists may shape the nation’s political landscape –  younger people place their bodes on the line to protest on behalf of their families within the leaderless and decentralised movement. Movement spokespersons have rejected the notion of having a leader because it just creates a person to be bribed, to be threatened, to be killed.

On June 26, President Ruto held a press conference where he announced that he would withhold signing the bill due to its unpopularity. In an attempt to resoldify his power over the executive while losing Kenya’s young, ambitious and hopeful demographic, Ruto has offered a peaceful but craven route – making it easier for young Kenyans to emigrate.