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 By challenging outdated ideas about masculinity and promoting healthier models, we can break harmful cycles and help build stronger homes, schools, and communities.
What About The Boys: Markham’s Commitment
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.
A Vision for Change
“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.”
Community Engagement
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.
Impact and Reach
Since the programme’s inception, more than 60,000 young men have been impacted with the help of approximately 400 mentors. Many of the men reside in communities that have 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.
Voices from the Programme
“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.”
What About The Boys: Sustainable Support
To keep the programme sustainable and visible, Markham releases a capsule collection of T-shirts and sweatshirts on a seasonal basis. Each piece is made locally, with proceeds directly funding the WATB programme at R50 per T-shirt and R100 per sweatshirt.
Fashion with Purpose
“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.”
A Collective Benefit
Because when boys are given the tools to be better men, we all benefit.
Learn More
More information about WATB is accessible on the Markham blog.