Ghana's ambitious 24-Hour Economy initiative, particularly its manufacturing component known as MAKE24, faces a critical challenge: Ghanaian consumers’ strong preference for imported products. This consumer behavior threatens the program's core objectives of boosting local production and reducing the nation’s import dependency. The country imported approximately US$2 billion worth of food in 2024 alone, highlighting the scale of this reliance.
The underlying issue stems from a widespread perception that imported goods confer higher social status compared to locally manufactured alternatives. This preference persists even when local products offer comparable or superior quality. For instance, imported juices often outsell local brands like Ekumfi pineapple juice at middle-class events. Similarly, Dutch wax print, referred to as "Aburokyire ntoma," is frequently chosen for significant occasions over domestic textiles such as Akosombo Textiles.
This consumer trend poses a significant threat to Ghana's economic stability and industrial growth. Manufacturing currently contributes less than 12% to Ghana's Gross Domestic Product (GDP). Ghanaian factories operate at only 42% to 46% of their capacity, far below the targeted 85%. MAKE24 aims to rectify this by encouraging local production of goods currently imported, thereby creating jobs and keeping money within the Ghanaian economy. However, if consumer habits do not shift, new factories established under MAKE24 could end up producing goods that Ghanaians are unwilling to buy.
Development economist Dr. Godwin Nutsugah notes this challenge. He emphasizes that the success of the 24-Hour Economy will ultimately depend on consumer choices at the point of sale. Dr. Nutsugah suggests that simply imposing tariffs on imports is not an effective solution. Such measures could punish consumers, encourage smuggling, and strain trade relations without altering the fundamental belief that imported goods are superior.
To overcome this consumer preference issue, experts propose several strategies. First, comprehensive consumer research should precede factory construction to ensure that local products genuinely meet consumer demand and are perceived as acceptable substitutes, not downgrades. Second, there is a need to actively build prestige around Made-in-Ghana products. Public figures, government officials, and influencers can play a crucial role by visibly using and endorsing local goods. Examples like the global appeal of Kente due to its prominent wear by the Asantehene, or the increased demand for Kalypo drinks after then-flagbearer Nana Akufo-Addo was photographed with it, illustrate the power of influential endorsements. Third, significant investment is required in branding, quality certification, and storytelling for local products. Improved packaging, traceability, and visible quality marks can signal trustworthiness and value to skeptical consumers, helping to change perceptions. These efforts aim to convince Ghanaians that local products are not just good, but also a source of national pride and status.
Without a conscious effort to win over the Ghanaian consumer, the ambitious MAKE24 initiative risks producing goods for shelves that remain stocked. The success of the 24-Hour Economy hinges not just on factory output, but on cultivating a strong domestic market for products made in Ghana. This cultural shift is vital for realizing the program's full potential in job creation, import reduction, and overall economic resilience.