As South Africa prepares to celebrate Heritage Month, a campaign is encouraging people to rethink one of the country’s most commonly used phrases: “African Time”.

Clinical psychologist and leadership facilitator Anele Siswana says the term has for too long been reduced to a stereotype about lateness, when it can instead be understood as a deeper reflection of connection, community and presence.

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Siswana is part of Castle Milk Stout’s Re-defining African Time campaign, which aims to encourage South Africans to look beyond the clock and consider the cultural meaning attached to how people spend time together.

“For too long, ‘African Time’ has been reduced to a stereotype about lateness,” said Siswana.
“To reclaim African Time is to reclaim Ubuntu, an African understanding of time as relational rather than merely transactional.”

For Siswana, this does not mean ignoring punctuality or professional responsibilities. In a city such as Sandton, where corporate life is often built around meetings, deadlines and packed schedules, he believes professional excellence and African values can coexist.

“Being punctual at work demonstrates respect and accountability. What I am inviting people to reconsider is not punctuality, but our relationship with time outside of work.”

He believes making time for family meals, conversations, rest and community should be viewed as part of a successful life rather than something that happens only when there is spare time.

The conversation comes at a time when many South Africans are dealing with economic pressures, demanding work schedules and increasing feelings of social isolation. Siswana said the pursuit of success can sometimes leave people disconnected from their families, communities and themselves.

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He also highlighted the pressure experienced by breadwinners through the concept of Black Tax, saying families and society need to think differently about the demands placed on people’s time. “Progress should not come at the expense of our well-being,” he said.

Managing stress and cultural identity:

The psychologist said constantly living in a rushed, productivity-focused culture can contribute to chronic stress, burnout and emotional exhaustion, while also affecting people’s ability to maintain meaningful relationships.

“Families may find party living in the same house but rarely being emotionally present with one another. Children often remember presence more than presents.”

Siswana believes African Indigenous knowledge can also offer an important perspective on well-being. While psychology helps people understand individual behaviour, emotions and cognition, he said African Indigenous knowledge highlights the importance of relationships, culture, community and spirituality.

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He points to traditions such as gathering around the imbawula, sharing meals, storytelling, weddings, funerals and communal ceremonies as examples of spaces where people make time for one another. “These practices are rarely rushed because they recognise that relationships require time,” he said.

Practical steps for family connection:

For families trying to reconnect in an increasingly digital world, Siswana suggests starting with simple rituals such as sharing meals without phones, visiting grandparents, having storytelling evenings or setting aside dedicated family time. “The greatest gift we can give children is our attention,” he said.

He also encourages people to make connection intentional by scheduling family time with the same commitment they would give a work meeting, calling parents, checking on neighbours and spending less time scrolling and more time engaging with people around them.

Siswana said reclaiming African Time should therefore not be viewed as an excuse for poor timekeeping, but as an opportunity to challenge a narrow understanding of what time is worth. “I hope people begin to understand African Time as an invitation to be fully present. It is about honouring relationships, creating space for healing and recognising that not everything valuable can be measured by efficiency.”

As Heritage Month provides an opportunity to reflect on South Africa’s diverse cultural heritage, the campaign asks a simple but significant question:

What if some of life’s most valuable moments are the ones we choose not to rush?

Siswana’s message is, “African Time is not about losing time. It is about giving time to what matters most.”

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