But beyond the jokes and wild expectations, the 24-hour economy is not just about keeping businesses open all night. It focuses on rethinking how we work, earn, and live. And for women, this shift could either unlock new economic opportunities or reinforce existing inequalities.

As the world wraps up International Women’s Month under the theme of “accelerating action”, an important question arises. Can the 24-hour economy be a true driver of women’s empowerment? While round the clock economic activity promises increased job opportunities, financial inclusion, and entrepreneurial growth, it also raises concerns about equity, safety, and accessibility especially for women.

The key challenge is ensuring that this shift creates real empowerment rather than adding to women’s unpaid labour, both in the workplace and at home. Will a 24-hour economy provide greater flexibility and financial independence, or will it simply stretch women even thinner without the necessary support systems? Let’s dive into the realities of this transformation.

Imagine a bustling night market where women entrepreneurs showcase their handcrafted goods to international tourists who have just landed, or a skilled female programmer collaborating with teams across global time zones without missing her daughter's afternoon football match. These are not mere fantasies but tangible possibilities within a thoughtfully implemented 24-hour economy.

According to the 2021 Mastercard “Index of Women Entrepreneurs” women make up 37.2% of business owners in Ghana, ranking the country third globally and underscoring the significant role of women in the country’s economic landscape. This is further reinforced by Stanbic Bank’s report “Recognizing The Efforts Of Women - The Backbone Of The Ghanaian Economy” which highlights that MSMEs, where many women entrepreneurs operate contribute 70% to Ghana’s GDP and account for 92% of all businesses.

With this knowledge, it becomes clear that a 24-hour economy presents immense opportunities for these businesses to expand, increase revenue, and reach wider markets. More flexible operating hours could particularly benefit women balancing entrepreneurship and caregiving responsibilities, allowing them to participate more actively in the economy. However, barriers such as limited financial access, security concerns, and work-life balance must be addressed to ensure that women truly benefit from this shift. The potential impact is undeniable, if women are fully integrated into the 24-hour economy, Ghana could see up to a 12% GDP boost, according to the World Bank’s 2023 “Ghana Economic Update report”. 

But how do we get our women here? That is where we come in as communication experts. Education, awareness, and advocacy are key to shifting mindsets and ensuring women are not left behind in the 24-hour economy. Deep-rooted cultural norms still discourage women from working late, often tying their economic participation to traditional roles.  Breaking through these barriers requires strategic messaging that challenges outdated perceptions and highlights the benefits of women’s inclusion. Through storytelling, media engagement, and targeted campaigns, we can showcase successful women thriving in round the clock businesses. When society sees real examples, it reshapes perceptions and inspires change. A truly inclusive 24-hour economy is one where women feel supported and empowered to participate fully.  In essence, our role as communicators is to ensure this shift goes beyond longer business hours but provides real opportunities for women to thrive at any time of the day or night.

A 24-hour economy does not just extend business hours, it reshapes industries and opens doors for women in ways previously unimagined.  Consider this; fields like transportation, logistics, security, and tech, often dominated by men, may now have increased demand for workers at all hours. This shift presents an opportunity for women to break into these sectors, challenging traditional gender roles and gaining economic independence in spaces where they were once underrepresented.

At the same time, the rise of digital and remote work in a 24-hour economy means women no longer have to be physically present in an office or a city center to earn a living. Envision a mother in a rural community using her smartphone to provide customer service for an international company during her preferred shift, earning more than she ever could locally. With more businesses operating online and across different time zones, women especially those in rural areas or with caregiving responsibilities could tap into remote jobs, freelancing, and online entrepreneurship. Whether it is managing an e-commerce store, offering digital services, or participating in the global gig economy, the possibilities are growing. Embracing this shift means women can access better paying jobs, flexible work arrangements, and financial independence, ultimately driving greater economic mobility and inclusion.

Undoubtedly, a shift beyond the traditional 9 to 5 work structure offers women more flexibility to engage in employment activities while managing caregiving responsibilities. However, without deliberate and intentional action, this flexibility could turn into exploitation of women. Women in informal and low-wage sectors may be forced into risky night shifts without adequate labour protections, fair wages, or career advancement opportunities.

According to the 2023 Annual Household Income and Expenditure Survey (AHIES) by the Ghana Statistical Service (GSS), women constitute approximately 56.5% of the employed population in Ghana, with 6.44 million females employed out of a total of 11.39 million employed individuals. However, a significant concern is that 77.8% of these employed women are engaged in vulnerable employment, characterized by informal work arrangements, unstable incomes, no or limited work benefits and compensation and lack of social protections.

This issue is particularly pronounced among young women aged 15 – 35. The GSS report indicates that over 2.1 million individuals in this age group were not in education, employment, or training across all quarters of the year, with one in every five (20.2%) facing such conditions in the fourth quarter. The major challenges facing working women in Ghana include limited access to formal employment opportunities, inadequate labour protections, and restricted avenues for career advancement. Societal norms often push women into flexible yet insecure work arrangements. If the 24-hour economy is not carefully structured, it risks exacerbating these inequalities rather than bridging them.

Imagine this, it’s midnight, and a woman running a small food joint by the roadside needs to restock ingredients. The market is closed, cash is not an option, and mobile money services are unreliable at that hour. This is not just a hypothetical scenario but a potential everyday challenge in our evolving economy. A 24-hour economy promises seamless digital financial services, making cashless transactions the norm. But here is the catch, while fintech innovations are unlocking new opportunities, many women, especially those in the informal sector, are left behind. With low digital literacy and limited access to financial tools, the same system designed to empower could unintentionally exclude them. So, the burning question remains:  how do we ensure that women are not just participants in this evolving economy but true beneficiaries?

As communication experts, we are not just storytellers, we are advocates, bridge-builders, and change-makers. If the 24-hour economy is to truly empower women, our messaging must go beyond just promoting job opportunities. We need to amplify the call for gender-sensitive labour policies, ensuring that women working night shifts are protected, fairly compensated, and given equal career advancement opportunities. Through media campaigns, thought leadership, and policy engagement, we can push for corporate policies that prioritize women’s well-being in shift-based work structures. Financial literacy is another critical piece of the puzzle. It is our role to simplify financial information, demystify digital tools, and create campaigns that resonate with women from all socio-economic backgrounds. By working closely with financial institutions, we can ensure that financial solutions are not only available but also accessible and relatable.

Beyond finance and labour policies, women’s safety must be at the heart of urban planning and workplace structures. The infrastructure must include streets well-lit at all hours, reliable public transportation running through the night, and workplaces with adequate security measures. These are not luxuries but necessities in a 24-hour economy. Public awareness campaigns should shift societal perceptions, reinforcing that a 24-hour economy should not mean increased risks for women, but increased opportunities. Our voices, our platforms, and our strategies must drive both policy and behavioural change ensuring that women are not just participants in this new economy but thriving leaders within it.