By Jules NARTEY-TOKOLI
In an era of rapid formalization, emphasis on the economy and accelerated globalization and cultural exchange, corporations wield significant influence over societal norms and values.
They have a huge impact on lifestyles, the way people carry themselves, and even the way people reason, as well as the well-being or otherwise of the family institution. This realization should expand on the focus and direction of corporate social responsibility in modern society.
Beyond their economic contributions, businesses have to accept a moral responsibility to preserve and promote the social values that define the communities they serve. It is very imperative to do so since, as often stated in connection with corporate social responsibility, businesses do not operate in a vacuum.
They depend on society for quality human resources, ready market for goods and services, and stable communities that ensure continuity and security for their operations. This makes the preservation of sound social values very vital for corporations. This is particularly crucial in Ghana, where rich cultural traditions and shared values form the bedrock of society. By aligning their practices with these values, corporations can foster sustainable development while strengthening the moral fabric of the nation.
Why corporations must preserve social values in Ghana
Traditionally, Ghana is a country made up of several ethnic groups whose values and norms are deeply rooted in communal living, respect for elders, and a strong sense of morality. These values are not just cultural ornaments but are essential for maintaining social cohesion and identity.
However, the influx of foreign cultures, often propagated through corporate advertising and promotions, poses a threat to these cherished traditions. For instance, the promotion of Valentine’s Day, while seemingly harmless, has sparked debates about its impact on the moral fabric of Ghanaian youth.
Valentine’s Day, originally a Western celebration of love, has been commercialized, first by the private media in the mid- to late 90s and egged on by corporations to the point where it often promotes excessive consumerism and behaviors that conflict with Ghanaian values.
Advertisements encouraging lavish spending, provocative dressing, and casual relationships have led to concerns about the erosion of modesty and respect, which are central to Ghanaian culture. This example underscores the need for corporations to carefully consider the cultural implications of their campaigns.
Corporations, as noted earlier, inter alia require quality human resources, but of what good is an employee with all the academic credentials and ability to perform on the job but is dishonest and engages in and promote licentious behavior in the workplace?
And how would future employees come to cultivate sound moral values and work ethic if by the nature of corporate work responsibilities parents are not available due to busy schedules to instill good values and norms in their children? And since the family is the basic unit of society, shouldn’t corporate strategy make the preservation of the family through excellent work-life balance a priority in both human resource management and corporate social responsibility?
The family factor: how corporations can uphold the sanctity of the family
The family unit is the cornerstone of society, serving as the primary source of values, support, and identity for individuals. In Ghana, the sanctity of the family holds immense cultural and social significance.
Corporations, as key players in shaping societal norms, have a unique opportunity—and responsibility—to uphold and promote the sanctity of the family through their strategies and operations. By doing so, they can foster stronger communities, build brand loyalty, and contribute to sustainable development.
Family is more than just a social unit in Ghana; it is the foundation of identity, morality, and community cohesion. The values of discipline, respect, unity, and mutual support that are nurtured within families extend to the broader society, influencing how individuals interact in workplaces, markets, and public spaces. When corporations align their strategies with these values, they not only resonate with their target audience but also contribute to the preservation of a vital social institution.
Moreover, family-centric strategies can enhance a company’s reputation and customer loyalty. Ghanaians are more likely to support businesses that reflect their values and prioritize the well-being of their families. For instance, a company that offers family-friendly policies, such as flexible working hours or childcare support, demonstrates its commitment to strengthening the family unit, earning the trust and admiration of its employees and customers alike.
When corporations prioritize the sanctity of the family, they indirectly invest in the future of the nation and the company itself—if you do good, you do for yourself; if you do bad, you do for yourself.
Upholding Ghanaian values in advertisements and business promotions
Corporations in Ghana have a unique opportunity to integrate local values into their branding and marketing strategies. By doing so, they not only resonate more deeply with their audience but also contribute to the preservation of Ghanaian identity.
For example, advertisements can highlight themes such as family unity, respect for tradition, and community development. A telecom company could promote family bonding by showcasing how their services connect loved ones, rather than focusing solely on romantic relationships.
Moreover, businesses can incorporate Ghanaian languages, proverbs, and cultural symbols into their campaigns. This not only reinforces cultural pride but also makes their messaging more relatable to the local audience. For instance, a financial institution could use the Ghanaian concept of “susu” (communal savings) to promote savings products, emphasizing the importance of collective responsibility and financial planning.
A call to action for Ghanaian corporations
To preserve Ghanaian social values, corporations must adopt a more culturally conscious approach to their operations. This begins with understanding the local context and engaging with communities to identify shared values. Businesses should also collaborate with cultural leaders and organizations to ensure their campaigns are respectful and reflective of Ghanaian traditions.
Furthermore, corporations can play a proactive role in educating the public about the importance of preserving cultural values. For example, a company could sponsor programs that teach young people about Ghanaian history and traditions, fostering a sense of pride and responsibility.
The role of corporations in preserving social values cannot be overstated, especially in a culturally rich nation like Ghana. By aligning their practices with local traditions and promoting positive values, businesses can contribute to the nation’s moral and social development.
By embracing this responsibility, Ghanaian corporations can demonstrate that profitability, the family and cultural preservation are not mutually exclusive but can go hand in hand to create a brighter, more values-driven future.
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The author is a dynamic entrepreneur and the Founder and Group CEO of Groupe Soleil Vision, made up of Soleil Consults (US), LLC, NubianBiz.com and Soleil Publications. He has an extensive background In Strategy, Management, Entrepreneurship, Premium Audit Advisory, And Web Consulting. With professional experiences spanning both Ghana and the United States, Jules has developed a reputation as a thought leader in fields such as corporate governance, leadership, e-commerce, and customer service. His publications explore a variety of topics, including economics, information technology, marketing and branding, making him a prominent voice in discussions on development and business innovation across Africa. Through NubianBiz.com, he actively champions intra-African trade and technology-driven growth to empower SMEs across the continent.
