A Political Marketing Strategist, Professor Kobby Mensah says political parties must apologise to citizens when they fail to deliver on their campaign promises.

According to him, institutions owe their existence to their customers, who in this case are the voters.

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Speaking on JoyNews AM Show, Professor Mensah said that, “Your profitability is a function of the customer's continuous engagement with you, and so the wisdom in what Ken is actually saying is that if you had promised people, just like companies would promise in their value proposition that 'if you buy my product, this and that is what you are going to get', then it is the same way political parties promise voters that 'we are going to do x and y'.

"Those days you find political parties attributing the reasons they didn’t achieve these promises and try to convince you but in a modern campaign system, you do not do that.

"You first of all own up to your failure, you apologise, and then you can tell your voters your new approach, hoping that they will actually forgive you. So I understand what Kennedy Agyapong is saying, and that is the spirit of political engagement globally.”

His comment comes after the MP for Assin Central urged politicians to apologise to voters for not delivering on various promises.

Speaking at the launch of the NPP Ablekuma South Constituency election campaign, Mr. Kennedy Agyapong asked the governing NPP to acknowledge the current economic challenges in the country.

He advised the party to apologise to Ghanaians during its campaign ahead of the upcoming December 2024 General Elections.

Backing this stance, Professor Mensah stated that such an action demonstrates appreciation and respect for voters.

“If the feeling is to vote for you, they do; if they still think you have to go, then of course the decision is with the voter.

"All we are saying is the new political posturing is that you own up to your failures, you apologise, and you draw up the new way of things that could happen,” he added.