Breaking The Cycle - How Markham’s 'What About The Boys' Programme Is Building Healthier Masculinity

Markham says that 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 By challenging outdated ideas about masculinity and promoting healthier models, we can break harmful cycles and help build stronger homes, schools and communities, says the brand.

"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 well-being, peer pressure and mental health in a safe, supportive environment, says Markham. 

The brand says that 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," says one Gauteng high school learner. "These sessions made me realise I'm not alone. I have a voice."

To keep the programme sustainable and visible, Markham says it 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."

Markham concludes that when boys are given the tools to be better men, we all benefit.

For more information, visit www.blog.markham.co.za. You can also follow Markham on Facebook, X, Instagram, or on TikTok. 

*Image courtesy of contributor