The power of authenticity: why you can and should be prioritising your personal goals!

In South Africa, the concept of Ubuntu – “I am because we are” – deeply influences our way of life. This sense of community and mutual support is woven into the fabric of our society, guiding our actions and priorities. However, while this cultural emphasis on family and community support is a beautiful and vital part of our identity, it can sometimes lead to neglecting personal financial health and goal setting. Ultimately, to be able to live out Ubuntu, we first need to ensure our own stability and well-being. This is where the power of authenticity comes into play.

Authenticity means being true to yourself.  To be authentic, you need to be honest with yourself about where you are, where you want to be, and how you are going to get there.

When it comes to personal finances, this starts with being real about your financial situation – knowing your income, expenses, debt and commitments.  The second step is about being honest with yourself about your financial limitations and potential. This includes overcommitting to others at the expense of your financial health. The final step is to acknowledge and prioritise your own financial needs and goals. Prioritising yourself doesn’t mean you are selfish; it means you are ensuring that you can support yourself AND others sustainably without compromising your financial health.

How to prioritise personal goals:

Ask yourself what financial success looks like for you. This could include saving for a home, education, retirement, or a specific project. Clear goals give you a roadmap and motivate you to stay on track. Spend time thinking about your financial values and identify what truly matters to you. For the sake of your financial well-being and happiness in general, your goals need to be authentic, reflect your values, and not only be aligned with societal pressures or external expectations.

Create a budget that allows you to allocate funds for savings, emergencies, and those personal goals before unnecessary spending or helping others.

Manage the balancing act of family support and personal needs. While supporting those you love may be a personal value, it should not come at the expense of your financial health and happiness. It is vital to set boundaries and communicate what you can and cannot afford to contribute.

Educate and empower loved ones by encouraging financial literacy and an understanding of the importance of budgeting, saving, and investing. This not only reduces the financial burden on you but also empowers them to become financially independent.

Prioritising your own financial stability and personal goals doesn’t mean neglecting your cultural values of family support. Instead, it ensures that you can continue to provide support without compromising your well-being. By being authentic and honest in your financial management, you build a sustainable future for yourself and create a strong foundation to support those you care about in the long run. By prioritising your personal finances and goals, you can lead a fulfilling life while continuing to uplift those around you.

Money Story

“I was starting to feel that my goals were being sidelined as I kept putting my family members and their needs ahead of my personal goals. It felt like I was working very hard to earn a living but unable to enjoy life, and this made me feel stressed and unhappy.

I met with my financial coach, and she gave me some great guidance. I have spent time thinking about my personal goals and have started to save. I am still helping my family, but every month I manage to put something away for me.  I am feeling more on track and in control. “ Maria age 32.

Reach out for financial coaching for more tips on how to work towards financial wellness.

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