In South Africa, more than 60% of children grow up without active father figures. At the same time, gender-based violence remains a challenge, with a woman’s life taken every three hours. But change is possible. By equipping boys with emotional support, strong role models, and the tools to express themselves in healthy ways, we have a real opportunity to shift the narrative and nurture a generation of good men.
With the right foundation, boys can grow into emotionally intelligent, confident men who value empathy and respect. By challenging outdated ideas about masculinity and promoting healthier models, we can break harmful cycles and help build stronger homes, schools, and communities.
This is the context behind Markham’s flagship CSI initiative, What About The Boys (WATB). Since 2020, Markham has donated nearly R9 million to various CSI initiatives, with over R5 million invested in WATB alone. WATB is a long-term programme that gives boys the tools to redefine masculinity on their own terms.
“Our goal has always been to do more than just show up,” says Nicol Rademeyer, Head of Marketing at Markham. “What About The Boys is about creating space for honest conversations, empowering young men, and investing in a future where they feel seen, heard, and supported.”
Primestars through the WATB initiative partners with local NGOs, youth workers and facilitators to run in-depth workshops in various schools and communities across the country. These sessions explore identity, emotional wellbeing, peer pressure, and mental health in a safe, supportive environment.
So far, over 8,000 learners have participated, many of them in communities with little to no access to psychosocial support. Facilitators report a visible shift in behaviour: boys are more open about emotions, less reactive, and more inclined to support one another.
“No one ever asks how we’re doing or what we’re feeling,” shared one Gauteng high school learner (kept anonymous). “These sessions made me realise I’m not alone. I have a voice.”
To keep the programme sustainable and visible, Markham releases a capsule collection of T-shirts and sweatshirts seasonally. Each piece is made locally with proceeds directly funding the WATB programme at R50 per T-shirt and R100 per sweatshirt.
“Fashion has power,” says Rademeyer. “It shapes identity. But when paired with social purpose, it becomes a vehicle for change. We hope WATB inspires other businesses to move beyond compliance and build initiatives that genuinely respond to the needs of our society.”
Because when boys are given the tools to be better men, we all benefit.
More information about WATB is accessible on the Markham blog