In Ghana, truth often wears a kente veil. It smiles. It nods. It gestures. But rarely does it speak in plain words, especially when the truth is a “No”. We live in a culture where directness is often mistaken for rudeness, and as a result, many Ghanaians have perfected the art of soft rejections.
The average Ghanaian would rather cushion disappointment than confront it with clarity. This makes everyday interactions warm — but also confusing, especially in business and data collection.
The “I’ll Be Back” economy
If you’ve ever sold anything at a shop, roadside stand or even on Instagram, you know the moment too well. A customer walks in, inspects your wares, perhaps even compliments them: “Ei, this one deɛ it’s nice oo”. You light up. You imagine the sale being closed.
But then they say the magic words: “I’ll be back”. To the untrained ear, that sounds like a promise. To the average Ghanaian, it’s a coded goodbye. Translation? “Thanks, but I’m not buying.” This phrase isn’t unique to commerce. It’s a national chorus of non-commitment that echoes in other spheres too.
Uber drivers and the non-commital no. Order an Uber in Accra and brace yourself. You get the call. The driver’s voice is polite, but probing: “Where are you going, boss?” “How far are you from the pick-up location?” You may think he’s trying to locate you faster, but no — this is the prelude to the soft exit. After some hemming and hawing, he drops the real message: “Errm, I’m not going that side. Try and order another one”.
That’s the Ghanaian “I’m cancelling” without ever using the word “cancel.” The idea is to seem reasonable, even helpful, while stepping away from the responsibility.
“I’ll think about it” and other social softeners
Another classic: You invite someone to a programme — a wedding, seminar, church crusade or naming ceremony. They smile and respond with:
“You, I’ll see.”
Or
“I’ll think about it.”
To the uninitiated, this sounds hopeful. But it’s rarely a prelude to presence. These phrases serve as social escape hatches — gentle ways of saying, “I don’t want to come, but I respect you too much to say it directly”.
The cultural roots of indirectness
Ghanaians grow up in a deeply communal culture where harmony is prized. Respect for elders, consideration for feelings and deference to social rank are ingrained from childhood. Saying “No” flatly is seen as confrontational, disrespectful or even arrogant.
So, we’ve evolved coded phrases to decline without offending. This creates an unspoken understanding: we know what’s not being said — and we’re okay with it. But the implications of this are not always benign.
Implications for business and communication
- Misleading sales signals – In retail, soft rejections are bad for business. Entrepreneurs and traders waste time following up with “I’ll be back” customers who have no intention of returning. Stock planning, staffing and sales forecasting all suffer because politeness distorts true buying intent.
- False positives in surveys and feedback – Market researchers take note: A Ghanaian survey respondent is unlikely to tell you your product is bad. They’ll smile and say, “It’s okay, but maybe you can add small…” or worse, “I’ll buy next time.” Surveys, focus groups and customer satisfaction forms must be interpreted through this lens. Direct “yes/no” questions are vulnerable to social desirability bias — respondents giving answers they think are polite, not truthful. This can lead to flawed product decisions and misplaced investments.
- Event planning nightmares – Weddings, conferences and church events suffer from unreliable RSVPs. Many organisers prepare for a crowd based on verbal commitments only to be met with empty chairs. The polite maybe (“I will try”) was never a promise.
- Challenges in management and leadership – In the workplace, junior staff may struggle to give honest feedback. Instead of telling their manager an idea won’t work, they might say, “It’s not bad, but we can look at other options too”. This dance around the truth can lead to poor decision-making and lack of accountability.
Navigating the culture: What can be done?
We don’t need to discard our culture of politeness — it’s part of what makes Ghanaian society warm and respectful. But we must learn to balance kindness with clarity.
For entrepreneurs:
- Learn to interpret “I’ll be back” as a maybe — not a sale.
- Use closing questions like “Can I write your name down for this order?” to test seriousness.
- Follow up in ways that offer an easy out — “Just checking if you’re still interested. No worries if not!”
For researchers and analysts:
- Use behavioural data over self-reported data when possible.
- In surveys, add open-ended questions or rank-based options to force clearer responses.
- Pilot test your tools locally — a Western-style Likert scale may not always work the same way here.
For event planners and hosts:
- Always estimate drop-off rates.
- Create RSVP systems that allow people to quietly decline without shame.
- Double-confirm a day or two before with polite reminders.
For all of us:
- Let’s normalise saying “No” with grace. Not with rudeness, but with honesty.
- A simple “Thank you, but I won’t be able to attend” saves everyone time and uncertainty.
Conclusion: Between kindness and clarity
In Ghana, we speak with warmth, with rhythm and with diplomacy. But in an increasingly fast-paced and data-driven world, our reluctance to say “No” plainly can be costly. Business thrives on clarity. Planning thrives on truth. Relationships thrive on trust. So next time you hear “I’ll be back,” don’t just take it at face value. And if you must say “No,” say it with a smile — but say it nonetheless.
