A Public Declaration

NAIROBI – Kenyan social media influencer and entrepreneur Gloria Ntazola ignited a widespread public debate on Wednesday, November 5, 2025, after announcing her decision to sever financial ties with her immediate family. In a series of candid posts on her Instagram account, the influencer, who gained national fame for a viral video confronting a Nairobi City Council officer in 2023, stated she was blocking her parents and siblings, citing overwhelming financial and mental distress. [6, 7, 18]

“I'm blocking all my family members, starting from my mum, my dad, my brothers and my sisters,” Ntazola wrote, according to multiple media reports on Wednesday. [6, 19] “My family drains the [...] out of me,” she stated, claiming she had been supporting them since she was 17 years old and was “tired of taking care of ungrateful people.” [6, 7] Her declaration has since amplified a sensitive, often private, conversation about the socio-economic phenomenon known as 'black tax'.

The Weight of 'Black Tax' in Kenya

The term 'black tax', which originated in post-apartheid South Africa, refers to the financial support that successful Black professionals are often expected to provide to their extended families. [2, 15] In Kenya, this practice is deeply embedded in cultural traditions of communal support, often linked to the spirit of 'Harambee' or pulling together. [2] It is seen by many as a duty for those who 'make it' to uplift their kin, a payback for the collective sacrifices made for their education and success. [2, 21]

However, for a growing number of young Kenyans, this cultural obligation has become a significant financial and psychological burden. [17] Amid high youth unemployment and a rising cost of living, the pressure to support relatives can severely hinder personal financial progress, making it difficult to save, invest, or build generational wealth. [2, 9, 20] Financial experts and sociologists note that this can perpetuate a cycle of dependency and poverty, leaving the provider with little to show for their work after years of support. [3, 5]

The mental toll is equally severe. Studies and reports indicate that the constant pressure can lead to financial anxiety, guilt, burnout, and depression. [2, 12] A 2024 report by Willow Health Media detailed how the strain can trigger or worsen conditions like hypertension and insomnia, as individuals struggle to balance personal goals with familial expectations. [12]

A Generational Shift in Perspective

Ntazola's public stance reflects a growing sentiment, particularly among Generation Z, to challenge and redefine these traditional expectations. [2] While many millennials were raised to accept black tax as a lifelong duty, younger Kenyans are increasingly vocal about the need for financial boundaries to secure their own futures. [2] Ntazola’s posts lamented that family members allegedly only called to ask for money and claimed their demands had negatively impacted her mental health and even past relationships. [7, 19]

“They don't care about me; they care about the money I have to give them,” she expressed in one post. [6] This sentiment has resonated widely, with thousands of Kenyans online sharing similar experiences and applauding her for her boldness in addressing a topic often considered taboo. [7, 19]

The discussion sparked by Ntazola, an entrepreneur known for selling beauty products and showcasing a lavish lifestyle, brings a high-profile voice to a struggle faced by countless ordinary Kenyans. [6, 11] It forces a critical examination of where the line falls between communal responsibility and individual well-being, a question that a new generation is no longer willing to leave unanswered.