Individualism versus collectivism as described by the Hofstede Model for all its intent and purposes strongly suggest that South Africans are likely to be more orientated towards a culture of collectivism as opposed to individualism.  Afterall not only does this speaks to what we see as an inherent culture, we have also learnt that this is what makes us a people. An example are adages like “Motho ke motho ka batho ba bangwe;” Sedikwa ke ntša pedi ga se thata” in SeTswana. These always remind us of the importance of looking out for each other; the strength we have as a collective (Unity is strength) etc.  We do indeed have similar sayings in other African languages well.

As a country we have further embraced the concept of “Botho- Ubuntu” which simply means “Humanity” as one of our key values.  Individually and collectively, we are always forced to reflect and see how we are living or not living these values. What is most challenging is that we lack a measurement standard or yardstick that could help us to evaluate how well we live them especially in the workplace.  Better still even to consider whether they still make sense to us in these current times.

According to Gert Hofstede Individualism is the degree to which action is taken for the benefit of the individual, or the benefit of the group. This dimension represents the relationship between the individual and the group in a given society.  He further asserts that an individualistic society is a culture of the “self” where individuals are expected to take care of themselves.  Ties between individuals are fluid. In business employees are expected to take responsibility for themselves and their needs; they are independent and do not seek help from others.

 A group (or collectivist) society on the other hand gives preference to belonging to the “we,” where individuals are loyal and contribute to the wealth of their family, clan, or organization in exchange for reciprocal group support and loyalty. In group cultures, the supervisor and colleagues are more likely to offer support and training. Decision making takes account of the group; peace and harmony are valued.  At a glance one is inclined to think that our society is group oriented. Our Individualism Orientation score of 65 tells a different story.

In 2006, the Globe Data Project published the Sub-Saharan Culture Scores. Of interest was the comparison between Black and White South African samples.  I specifically looked at the Ingroup and Institutional Collectivism as well as Humane scores.   According to the Globe Model, Ingroup Collectivism is “the degree to which individuals express pride, loyalty, and cohesiveness in their organizations or families. In countries with high ingroup collectivism, individuals identify with their families or organizations and duties and obligations determine behaviours. A strong distinction is made between individuals who are in a group and those who are not.”

Institutional Collectivism on the other hand is “the degree to which organizational and societal institutions encourage individuals to be integrated into groups and organizations. In high institutional collectivism countries, collective distribution of resources and collective action are encouraged. Group loyalty is encouraged, even if it undermines the pursuit of individual goals.”  My German colleague shared an interesting insight regarding elevated Institutional versus Ingroup Collectivism scores. She stated that, “for Germany very highly developed social system paid with very high taxes – lowers the motivation to help beggars in the street or your neighbour when he needs money or support.”

Humane Orientation is the degree to which fairness, altruism, generosity, and kindness are encouraged and valued is a measure of a country’s humane orientation. In high humane orientation nations, individuals are responsible for promoting the well-being of others as opposed to the state providing social and economic support.

In summary the following paints a very telling picture for South Africa:

• The Hofstede Individualism versus Collectivism country score at 65 suggests that we are an individualistic society. Our cultural orientation is inclined towards the “self” rather than the “we.” Individuals are expected to look after themselves.
• The Globe Ingroup Collectivism score of 5,14 (black sample) and 5,82 (white sample) shows that white South Africans are more likely to express pride, loyalty, and cohesiveness in their organizations or families than their black counterparts. In high ingroup collectivistic societies duties and obligations also determine their behaviour.
• Further, the Institutional Collectivism of 4, 46 (black sample) and 4,36 (white sample) suggest that societal and organisational institutions are more likely to encourage black individuals than white counterparts to be integrated into groups and organisations. Group loyalty is encouraged even if it undermines the pursuit of individual goals.
• The Globe Humane Orientation score at 5,23 (black sample) and 5,53 (white sample) suggest fairness, altruism, generosity, and kindness are more likely to be encouraged and valued in white in comparison to black societies.

We note that there may be cultural shifts since the last studies. The above Globe 2006 scores were validated. Research of Brodbeck et al. 2016 Black Sample shows that the Ingroup Collectivism score is 4,42 while Institutional Collectivism is 4,54. The Human orientation score emerged at 3,45.

Finally, I am convinced that we back-slid on how we practice our culture irt. collectivism and humane orientations. We have become more individualistic, less kind and less altruistic towards each other as a society.

Perhaps we don’t only have to understand factors that negatively impact on some of the values that we ALWAYS held close to our hearts but also to deliberately work hard at growing them. We are looking forward to more studies in this area.

The Globe dimensions used are not the same as those of Hofstede, however relatively similar or represent specific facets that can be derived from the dimension.