Ghanaian voters will prioritise personal character, job creation, and the cost of living when choosing their next president in the 2028 general elections. This is according to a comprehensive nationwide survey conducted by Africa Policy Lens (APL).
The study, which surveyed 16,963 respondents, found that honesty and integrity were the most important leadership qualities. This was closely followed by a candidate's ability to create jobs and their potential impact on the economy's cost of living. These factors will outweigh other considerations for the electorate.
This focus on economic issues reflects Ghana's ongoing struggles with inflation and unemployment. The country has faced significant economic headwinds, including high public debt and currency depreciation. Voters are clearly seeking leadership that can deliver tangible improvements in their daily lives and financial stability. The emphasis on job creation also points to a persistent challenge in absorbing Ghana's growing youth population into meaningful employment.
“These findings suggest that ethical leadership and economic performance are likely to remain central considerations in the 2028 electoral contest,” the APL report stated. The survey was conducted between July 27 and August 7, 2026. It provides a clear indication of voter sentiment well ahead of the next election cycle.
The implications are significant for all political parties preparing for the 2028 polls. Candidates must develop clear and credible strategies to address job creation and cost of living challenges. They must also demonstrate strong personal integrity to resonate with the electorate. Political discourse will likely center on these core issues, pushing economic policy to the forefront of campaigns. The survey results suggest that voters are looking for practical solutions rather than abstract promises.
The APL poll also tested the popularity of Dr. Bawumia against seven potential National Democratic Congress (NDC) candidates. Dr. Bawumia led in all hypothetical matchups. He scored 45.8% against Johnson Asiedu Nketia and 45.7% against Dr. Cassiel Ato Forson. This indicates a notable level of support for the current Vice President.
Furthermore, Dr. Bawumia polled 45.9% against Haruna Iddrisu and 47.4% against Professor Naana Jane Opoku-Agyemang. His strongest showings were 49.8% against Eric Opoku and 49.9% against Professor Joshua Alabi. In each scenario, between 7% and 9% of voters remained undecided. These figures offer an early snapshot of the political landscape, though much can change before 2028.
The survey's findings align with broader economic trends impacting Ghanaian households. High inflation has eroded purchasing power, making the cost of basic goods a major concern. Unemployment, particularly among young people, remains a critical issue that successive governments have struggled to tackle effectively. Therefore, any candidate who can convincingly address these areas will likely gain significant traction.
Political parties will need to craft messages that directly speak to these voter priorities. Simply put, candidates must demonstrate how they will improve the economic well-being of ordinary Ghanaians. They must also present themselves as trustworthy and honest leaders. The APL poll provides a crucial roadmap for political strategists as they prepare for the upcoming electoral contest. The focus on character and economic impact will shape campaign narratives and policy proposals.