In a world of viral trends and fast-moving content, how can brands build genuine trust with their audiences? That was the central question explored at the 9th Women in PR Summit, held in Accra last weekend and WopeCar was proud to be a sponsor and participant in this timely conversation.

Our team, comprising our General Manager, PR lead, social media manager, and sales team lead attended Day 2 of the summit, soaking in insights that resonated deeply with how we think about communication, culture, and brand trust at WopeCar.

The Rise of the Conscious Consumer

Keynote speaker Petra Aba Asamoah emphasized a powerful shift: today’s consumers are not passive. They’re conscious, discerning, and values-driven. They care about how brands operate behind the scenes; how transparent they are, how they treat communities, and whether they stand by their ethics even when no one is watching.

For brands like WopeCar, that’s a call to integrate ethics not just into PR campaigns, but into every customer touchpoint from how we speak, to how we serve.

Ethical Storytelling: It’s Not Just What You Say. It’s How You Say It

In a standout workshop by Akosua Kwafo Ogyiri, we explored what it means to tell ethical, inclusive stories. Five key principles stood out:

• Agency – Tell stories with people, not about them.

• Equity – Ask: who’s missing from this story?

• Dignity – Use people-centered language that affirms humanity.

• Representation – Disrupt narratives that reinforce saviorism or marginalization.

• Ethics – Prioritize consent, accuracy, and transparency.

This mindset shift is one we’re actively bringing to our own storytelling at WopeCar, especially as we grow a brand that reflects and respects the diverse realities of our community.

Trust Over Trend: What Authenticity Really Demands

A powerful panel discussion featuring PR leaders like Noel Nutsugah (PhD), Shirley Tony Kum, Derick Romeo Adogla, and Naa Dzama Amu dug deep into a tension every brand faces: Should we prioritize what’s trending, or what’s true?

Their answer was clear:

Trust is the real currency. Trends may bring attention, but trust builds equity.

Brands that chase popularity without strategy risk becoming hollow. But brands that show up consistently with clarity, care, and credibility win long-term loyalty.

At WopeCar, that’s a challenge we embrace. We’re not here to just follow the conversation. We’re building a brand that leads with honesty, accountability, and cultural awareness.

What All of This Means for WopeCar

We don’t just move people. We’re building a mobility lifestyle brand rooted in community, trust, and transparency.

• We’re investing in stories that highlight impact and amplify voices across Ghana.

• We’re learning to ask better questions before we act: Who’s being represented? Who’s being left out?

• And we’re committed to walking our talk, ensuring that our values are visible not just in campaigns, but in how we operate every day.

Final Thoughts: The Journey Ahead

As Petra Aba Asamoah reminded us: restoring and maintaining trust is not a campaign. It’s a long-term commitment. One rooted in ethical conduct, consistency, and deep listening.

We’re grateful to Faith Senam Ocloo and the Women in PR Ghana team for creating such a rich space for learning and reflection.

Here’s to building brands that don’t just speak but that speak with purpose!