Revision with unchanged content. Psychology is argued to be a discipline of western orientation and thus problematic when applied in non-western contexts. Yet psychology has an important role to play in developing contexts. How can psychology address relevance and appropriateness in practice and research? Previous research into the problem has been presented from western academic frameworks but little has been recorded exposing local voices on the subject, or proposing useful approaches to praxis. Addressing these shortcomings this study explores the academic context as well as some local voices from the field on the relevance of mainstream psychology as currently practiced in a developing context - South Africa. The study addresses issues such as the dilemma of global vs. local approaches. Can psychology be de-reified in a search for ecological meaning as opposed to universal truth? How can professionals reflect on practice in an ecologically sensitive approach? Academic argument and narrative descriptions speak to all professionals seeking relevancy in a transformative context for the discipline. It will be of interest to anyone concerned with training, teaching, practicing, researching and writing in psychology.