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CDA Consult Launches 'The Trust Economy' Campaign as Experts Highlight Customer Service as Ghana’s Brand Benchmark
•2 min read•2 sources
The Communication for Development and Advocacy Consult (CDA Consult) has officially launched a flagship national initiative, “The Trust Economy – Verify Before You Buy,” designed to combat the rising tide of counterfeit products and misleading advertisements in Ghana. Scheduled to begin in Koforidua during the third week of November, the campaign aims to empower consumers with specific verification tools and the knowledge necessary to protect themselves from fraudulent goods. The initiative is set to span two years, covering all 16 regional capitals and 60 selected districts, representing a massive effort to restore market integrity and consumer confidence across the country.
Dr. Chris Kpodar, a lead advocate for the initiative, emphasized the urgent need for consumers to make informed decisions in an increasingly complex marketplace. To achieve its goals, CDA Consult is fostering a multi-stakeholder collaboration involving state regulators, manufacturers, and law enforcement agencies. This collective approach is intended not only to reduce the influx of fake products but also to entrench a long-term culture of verification among the Ghanaian public. By addressing the financial and safety risks associated with counterfeit items, the program seeks to create a more transparent economic environment where legitimate businesses can thrive.
Complementing this drive for external verification is a growing emphasis on internal business excellence, with industry experts identifying customer service as the "last mile" of branding. According to Dr. Mrs. Juliana Akushika Andoh, a prominent brand strategist, even the most sophisticated marketing and brand identities fail if they are not supported by high-quality customer interactions. Citing data from the PwC 2025 Customer Experience Survey, she noted that poor service remains a leading cause of customer attrition. In Ghana, businesses are increasingly viewing responsive service as a primary competitive advantage, a trend underscored by the growing prominence of initiatives like Customer Service Week Ghana.
As competition intensifies across various sectors of the Ghanaian economy, the synthesis of consumer protection and service quality has become critical for long-term brand loyalty. While technology and automation are increasingly used to drive efficiency, experts maintain that the human element remains essential for resolving complex issues and building genuine trust. Ultimately, the success of a brand is measured by its ability to deliver on its promises through every direct interaction. By combining rigorous verification standards, as promoted by CDA Consult, with a daily culture of service excellence, Ghanaian enterprises can mitigate reputational risks and foster a robust, trust-based economy.
