Ghana’s Election 2024 and the ‘Gen Z’ Effect: The need for politicians to align

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As Ghana approaches its 2024 general elections, one demographic group that is likely to have a profound impact on the country’s political landscape — Generation Z (Gen Z).

Born between the mid-1990s and early 2010s, this generation, characterised by its tech-savviness, social awareness, and desire for change, is expected to influence election outcomes like never before.

In Ghana, where the median age is around 18 years, Gen Z represents a significant portion of the population, and their involvement in the 2024 elections could be pivotal.

Already, this group of Gen Z have waged a number of social media wars to put pressure on the Akufo-Addo government to rescind some decisions to take halt certain actions, which, they feel could hurt the country.

In 2021, the #FixTheCountry movement emerged as a pressure group, formed out of the frustrations expressed by some Ghanaian youth on social media, particularly on Twitter (now X).

Additionally, groups like Arise Ghana and Democracy Hub have also been established. These groups have organized a series of demonstrations against the government, primarily demanding accountability regarding issues such as economic hardship, the high cost of living, abuse of power, corruption, and poor infrastructure.

According to data from the Electoral Commission, about 708,282 are first-time voters so it is fair to say that the majority of these voters are within the Gen Z bracket.

Here’s why the ‘Gen Z’ effect cannot be ignored and how it may shape Ghana’s future.

1. Digital Natives and Political Awareness

The Gen Z group have grown up in a largely digital world, with constant access to information via social media, smartphones, and the internet. This group is far more politically aware and engaged than previous generations, using platforms like X, Facebook, and Instagram not just for entertainment but as tools for activism, civic engagement, and political discourse. In Ghana, young voters are increasingly turning to social media to discuss political issues, share opinions, and hold leaders accountable with the power of the hashtag (#).

2. Demand for Transparency and Accountability

The Gen Z group are characterised by a deep sense of social justice and a desire for transparency in leadership. This generation is not easily swayed by promises; they demand action and results. In Ghana, where issues like corruption, unemployment, and economic mismanagement remain major concerns, Gen Z voters are likely to prioritise candidates who offer concrete solutions to these problems.

As part of their political engagement, ‘Gen Zers’ are likely to scrutinise candidates’ track records, policy proposals, and past actions more critically than previous generations. Candidates who fail to address their concerns or attempt to gloss over key issues could face significant backlash, particularly on social media.

3. Focus on Economic Opportunities

With unemployment and underemployment among the youth remaining high, Gen Z voters in Ghana will be looking for candidates who can create meaningful economic opportunities. The COVID-19 pandemic exacerbated economic challenges, and many young Ghanaians are still struggling to find stable jobs or entrepreneurial opportunities, especially after school.

Data from the ceicdata suggests that Ghana’s unemployment rate increased to 3.56% in Dec 2023, from the previously reported figure of 3.52% in Dec 2022.

As the 2024 elections approach, political parties will need to provide tangible economic plans that address job creation, support for startups, and innovative approaches to economic development.

The Gen Z electorate is likely to back candidates who prioritise digital economies, tech innovations, and policies that support young entrepreneurs.

4. Rejecting the Status Quo

Gen Z’s global counterparts have already shown a tendency to reject traditional political parties and seek alternatives that better represent their views. In Ghana, where the two dominant political parties, the New Patriotic Party (NPP) and the National Democratic Congress (NDC), have alternated power for decades, Gen Z voters may be more inclined to support independent candidates or emerging parties that align with their values. Gracefully, a number of these groups are pulling their weight in the 2024 general elections.

This shift could introduce a new dynamic to the 2024 elections, with younger voters backing candidates who offer fresh perspectives and challenge the existing political order.

How can politicians take advantage of the Gen Z effect

In the run-up to the 2024 elections, political parties will need to adapt their strategies to appeal to this digital-savvy generation. Campaigns that leverage social media influencers, video content, and viral messaging will likely resonate more with Gen Z voters than traditional rallies or TV ads.

The ‘Gen Z’ effect, I must say, is like to reshape Ghana’s 2024 general elections in significant ways. With their digital engagement, demand for transparency, focus on economic opportunities, and advocacy for social and environmental justice, Gen Z voters are likely to play a critical role in determining the country’s political future.

As political parties and candidates gear up for the elections, they must recognize the importance of this generation and tailor their campaigns to meet the unique demands of these young voters.

Ignoring the ‘Gen Z’ effect could prove costly while embracing it could be the key to electoral success in 2024.

#GhanaPolls2024 #Election2024 #ElectionBureau #CitiVerify

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