Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
ECONOMY
Informal workers comprise 80% of Ghana’s workforce – new report
By our African Marketing Confederation News Team | 2025
But the study by the Ghana Statistical Service emphasises that the informal economy contributes only 27.4% to national GDP.
Ghana’s informal sector employs nearly 80% of the country’s workforce but contributes only 27% of GDP – emphasising a worrying productivity gap. This is according to the newly released ‘National Report on Productivity, Employment and Growth’ from the Ghana Statistical Service.
The report notes that, despite providing a livelihood for most workers, the informal sector is beset by low productivity, underemployment and stagnant wages. These are a significant barrier to economic growth.
“By this, 80% of Ghana’s workforce found in the informal sector contribute less to the GDP, compared to the remaining 20% operating in the formal economy,” comments the online news website My Joy Online.
An informal fish seller in Ghana. Photo: Sir Amugi, Wikimedia Commons
“The report pointed out that informal employment has remained highly pervasive in Ghana, with no substantial reduction over the past decades.”
According to the Ghana Statistical Service, labour productivity grew by an average of 3.2% annually between 1991 and 2019, with key gains concentrated in capital-intensive sectors such as mining and finance.
Report reflects slow industrial expansion
The manufacturing sector recorded a 14% productivity increase between 2013 and 2022, yet employment grew by only 2.5% in the same period, reflecting slow industrial expansion.
Similarly, the mining sector saw high productivity growth but little job creation, highlighting Ghana’s reliance on industries that do not generate widespread employment opportunities.
Notes the news website CitiNewsroom.com: “The report also reveals a widening gap between productivity and wages. While sectors such as finance, insurance and professional services have seen stronger wage growth, industries like household agriculture, trade, and repair services have recorded slow or stagnant wage increases despite productivity improvements.
“A sectoral breakdown shows that commercial agriculture, transportation, utilities and manufacturing are among the industries contributing to both job creation and productivity gains.
“However, Ghana’s economic transformation remains slow, with many workers transitioning from traditional trades to low-productivity urban services, limiting overall economic benefits.”
To address these challenges, the report calls for greater investment in industrialisation, expansion of commercial agriculture, and policies to integrate informal businesses into the formal economy.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.