Why it is crucial to pay attention to Gen Zs in the December 7 polls

Ghana finds itself at a critical juncture. The two main political parties have served 16 years each under different administrations but the average Ghanaian is still demanding more (more development, more stability, and more prosperity).

The two main parties have argued about who has brought the country the most development, peace, and stability. But they are not the only ones looking to make a statement this year. Like it was in the early days of Ghana’s democracy, we see many smaller parties and independent candidates spring up, all aiming to take a slice of the voter cake.

What will happen?

Election 2024 in Ghana will go down in history as one of the most dramatic elections because of several reasons.

Firstly, for the first time, a significant group of young voters who are categorized as Gen Zs are going to cast their votes. Many of them have no allegiance to any political party or ideology. They do not care about the history of past Presidents or administrations. They only have one question, “What can you practically do for us to make our lives better ?”

They are not accepting propaganda. No sweet talks. They wear no party paraphernalia. They have enough clothes. They are not lacking in food. They will argue and argue until they have challenged all your claims. Whatever truth is left standing will then influence their decision. Do not be misled. They may seem like a small percentage but they can vote to spite and that small percentage will then have a very large impact on the fate of who leads us come January.

Secondly, the presence of so many independent candidates and smaller parties. Ghana has always practiced a multi-party system. This year though, the different parties or individuals will take too many small bites of the voter-cake. You may have heard the expression, “small drops of water make a mighty ocean”. Our political machinery might encounter a hitch when two or three parties or individuals take a percentage that prevents either of the two main parties from securing a 50 percent plus one outcome – Political stalemate. Should a runoff occur, the required percentage to claim a leader might still not be attained. This is a situation that the two main parties, especially, need to avoid. It is a race to the bottom. The winner loses too much.

Lastly, the economic climate of the country has made it hard for anyone to compete on grounds of prosperity. The world is experiencing an economic earthquake. Events, not directly caused by us, are having drastic consequences on our way of life and there’s nothing any political leader can do about it except to manage it. This is not to say that government cannot do better. As demonstrated by leaders of other countries, every situation can be handled better when a system of meritocracy and technocracy is established to solve problems.

That notwithstanding, across different political regimes, I argue that Ghanaians will have to understand which problems are transcendent and which ones are political.

There is no crime in demanding better governance and accountability from our leaders. And honestly, as a friend of mine once said, “If they (government, not a political party) managed our funds and lived like the average Ghanaian, then maybe we would be more understanding when they tell us times are hard”.

It is hard to convince a hungry man you understand his pain when he’s looking at you eat from a golden plate.

Every election must have a winner.
Understanding the problem is only one-half of it. What to do?

Firstly, Create an engaging activity that provokes the young people to interact with you, not once or twice, but in a more consistent manner. I created a program that could serve as a guide should anyone require that.

Gen Z want their questions answered. The youths want their doubts laid to rest. The older ones may love a party but may lack the motivation to go out and vote. Solve that.

Secondly, Create a sense of FOMO (if you’re a political leader and you don’t know these terms, you need a Gen Z Consultant ). Say something like, “Yes we may have not lived to your expectations, but this is what you will lose if our opponent wins”.

Lastly, create an army of young articulate smart individuals. The error is to normally choose Lawyers or party members in law school with the assumption that they have mastered the art of communication.

Communication is a skill that can be developed. But it is also a talent. You want to harness those with talent because time is of the essence. Resource them and deploy them. And don’t play games with them. Don’t withhold money due them from them. They will cut the enemy deep because that’s where they are directed at. Do not make the mistake of assuming they are harmless. The new breed of youth doesn’t have the same level of blind loyalty as those before them.

And hey, scheming and settings. Know how and when to do that too.