Ghana’s economic growth is being quietly undermined by a widespread belief that foreign goods, names, and lifestyles are superior to local ones, Dr. Michael Insaidoo, a lecturer at the University of Professional Studies, Accra (UPSA), has cautioned.
According to him, this mindset, shaped by a colonial past that glorified imported lifestyles has become embedded in consumer behaviour, identity choices, and even tourism patterns, creating ripple effects that weaken local industries and drain scarce foreign exchange.
“Many Ghanaians unconsciously associate foreign products with prestige and success while seeing local alternatives as inferior,” Dr. Insaidoo explained. “This crisis of confidence translates into economic dependency that stifles growth.”
Trade data shows Ghana spends billions annually on imports ranging from food and cosmetics to textiles and hair products, much of which could be produced locally. The booming artificial hair market, where imports are valued at hundreds of millions of dollars, exemplifies this imbalance.
Instead of fostering a domestic industry to create jobs and retain revenue, consumer preference for foreign wigs and weaves continues to channel money abroad.
The consequences, Dr. Insaidoo noted, go beyond lost jobs. Ghana’s currency, the cedi, comes under constant pressure as demand for foreign exchange rises to finance imports. This cycle fuels inflation, widens the trade deficit, and erodes macroeconomic stability.
Further, tourism provides another striking example. While Ghana boasts world-class attractions such as Kakum National Park, Mole Game Reserve, Lake Bosomtwe, and the historic slave castles at Cape Coast and Elmina, many Ghanaians still prefer holidays in Dubai, Europe, or the United States.
“When outbound tourism dominates, foreign reserves are drained, while domestic tourism struggles to thrive,” he stressed, pointing out that local hospitality businesses miss out on opportunities that could create thousands of jobs.
Even naming and identity choices reflect the economic consequences of this mindset. Dr. Insaidoo observed that the widespread prioritisation of foreign names over Ghanaian ones subtly undermines cultural confidence and national branding.
“Countries like Japan and South Korea became global leaders partly because they embraced and projected their cultural identity. Ghana cannot compete internationally if it undervalues its heritage,” he argued.
The long-term effects are weakening local industries, persistent unemployment, a volatile currency, and an underdeveloped tourism sector. More importantly, Ghana risks losing the cultural self-belief needed to push its products and services onto the global stage.
Dr. Insaidoo urged a collective change in mindset backed by policy support. He called for a stronger “Made in Ghana” campaign that goes beyond patriotism to showcase quality, competitive local products.
He also highlighted the need for tax incentives, subsidies, and affordable credit to support local producers, as well as aggressive promotion of domestic tourism.
Equally important, he said, was leadership by example. “Our leaders, celebrities, and influencers must be seen using Ghana-made goods, holidaying locally, and proudly projecting Ghanaian culture. Without this, policies alone cannot change attitudes,” he emphasized.
For Dr. Insaidoo, the message is simple but urgent, he said, “every imported product chosen over a Ghanaian one, every holiday taken abroad instead of at home, and every signal that foreign is better represents lost opportunities for our economy. Ghana must believe in Ghana to unlock its true potential.”
