International Journal of Sub-Saharan African Research (IJSSAR)

Background: Economic hardship, political instability and insufficient social amenities have the potential to shape any electoral process if not managed well. High cost of living, abuse of power by political elites and mismanagement of resources can sway electoral fortunes away from sitting governments. Despite these visible indicators, the New Patriotic Party in Ghana headed to the 2024 national elections with visible negligence towards these indicators, placing their hopes on traditional voting patterns of noted regions, particularly the Ashanti region. Objectives: This study investigated the impact of economic hardship, political manipulation and social implication of office holders on the electoral outcome of the 2024 Ghana’s presidential and parliamentary elections.
Method: The study adopted the qualitative approach with 50 respondents purposively selected. It was guided by the Social Choice Theory and included documentary analysis, focus group discussions, and in-depth interviews among other data sources. Participants for the study included political analysts, young activists, party members, and community players. Results: Findings suggest that widespread economic hardships such as inflation, youth unemployment, and currency depreciation, eroded public trust in then ruling NPP. The party’s overemphasis on past triumphs, notably the Free Senior High School (SHS) programme, failed to address pressing voter concerns. In contrast, the opposition National Democratic Congress (NDC) efficiently harnessed grassroots mobilisation and internet platforms, particularly among urban young people to acquire political favours.
Conclusion: The study concludes that the NPP’s electoral failure was driven by economic mismanagement, communication deficiencies, and the rising political consciousness of Ghanaian youth. The NDC's flexible political campaign techniques connected more with the electorate, leading to a landslide defeat for the then ruling party, NPP.
Unique Contribution: This study contributes to the conversation on election patterns in emerging democracies by explaining how economic discontent and youth engagement can impact political changes. It presents a complex view of the Ghanaian as an enlightened and a demanding electorate. Key Recommendations: The research proposes for policy reforms centred on inflation control, job creation, and equitable regional development. It also advises smart voter engagement activities, youth-focused empowerment programs, and transparent communication channels to regain political endorsement.