In Rwanda, there’s a growing habit in many young people, especially in urban areas—facing unspoken social expectations that push them to spend money they don’t necessarily have. ALSO READ: Seven money moves every Rwandan should make for a better life Whether driven by image, influence, or the fear of being left out, this pressure often leads to unnecessary financial stress. Financial experts recommend setting goals and putting safeguards as far as handling money is concerned, building awareness around spending triggers and setting clear priorities. Young people are encouraged to make realistic budgets, be honest with friends about limits, and focus on long-term goals over short-term status or image traps. Here are some of the most common social pressures causing young Rwandans to overspend: 1. The urge to show up ‘fresh’ Looking good is important, but it often turns into pressure. Young people feel the need to constantly upgrade their wardrobe; branded clothes, trendy shoes, and the latest accessories, just to match what they see on social media or among peers. “You’ll find someone using half their bursary to buy sneakers, just to fit in,” said Polyvalent Bibebityo, a university student in Huye. 2. Birthday parties and ‘cake pressure’ Birthdays have turned into big events. For many youths, it’s no longer just about celebrating with close friends. You’re expected to post a decorated venue, pay for expensive professionally baked cakes, photoshoots, and sometimes even a live band—just for Instagram. 3. Drinks and outings with friends Going out every weekend can become a silent obligation. Even when money is tight, many fear saying no because they don’t want to be called “stingy” or antisocial. “Sometimes I go out knowing I’ll borrow transport money later,” Jean de Dieu Semugeshi, a business and IT university student in Kigali, told The New Times. 4. Contributions (birthday gifts, baby showers, housewarmings) Social circles can become mini-funding groups. Every week comes with new contribution requests, and opting out may feel like risking friendships or being judged for not supporting others. Take me, for example, I'm currently in four WhatsApp groups planning bridal showers. You end up in a financial dilemma because you want to show up for every event, said Denyse Kiyobe, 24-year-old resident of Rwamagana. She added that it's easy to fall into the trap of living beyond your means simply because others are doing so. “Sometimes you contribute more than you should, just to match your friends, even though you don’t know their financial situation.” 5. Phone and gadget pressure Owning the latest gadgets – such as smartphones – has become a status symbol. Young people will take loans or skip essentials just to buy the newest iPhone or AirPods—even if their current device still works fine. 6. Online image maintenance There’s growing pressure to look like you’re “living your best life” online. This includes spending on travel, fancy restaurants, or constantly posting “soft life” content to appear successful—regardless of one’s actual income. 7. Family expectations In some rare cases, the pressure isn’t just from peers. Once a young person gets a job—even if it’s their first—there are instant expectations to support family, contribute to household expenses, or even take care of siblings’ school fees, which can stretch finances thin. 8. Festive days and holidays The festive seasons and holidays often push young people to overspend, as there are numerous expenses to cover. In the past, spending was more modest due to fewer responsibilities. Today, however, it’s important to be mindful of your finances—saving for the future rather than blowing money on just a day or two of celebration. Despite this awareness, many young people still find it difficult to resist the pressure to spend.
