For too long, women in South Africa have carried the weight of safety. Only six percent feel completely safe after dark. Most still carry the emotional burden of men’s absence, unpredictability and emotional distance. It is exhausting. It is unfair.
Women describe a complex relationship with the men in their lives, a masculinity paradox where love and fear, dependence and distrust often coexist. Men are protectors, partners and fathers, yet women still carry the emotional weight of masculinity’s failures: absence, unpredictability and emotional distance. According to the Her and Now: Insights into the Women of South Africa 2025 report, only 15.4 percent of women say the men in their lives are emotionally available. This highlights how far men still have to go.
That is the bold idea behind the Men Step Up campaign, launching during the 16 Days of Activism. It is a call for men to step into the roles women need, not just as protectors, but as emotionally present partners. The campaign introduces the idea of a “softer crown”, confident, thoughtful, accountable masculinity that lifts women rather than adding to their burden.
Putting her first does not just benefit women, it strengthens communities. When women feel safe, empowered and supported, everyone thrives.
Women Are Managing Rapid Change
Social, economic and technological shifts have reshaped women’s lives, alongside changing ideas about success and independence. To understand their needs, 1st for Women partnered with Culture Foundry to explore what women want from brands and campaigns.
Five Things Women Want from Men and Brands
- Walk the talk on trust. Be honest, consistent and stand by your values.
- Contribute through meaningful action. Actions matter more than words. Step up where it counts.
- Empowerment as a lived value. Support must be backed by real structures and women in decision-making roles.
- Humour with heart. Relatable, warm humour that acknowledges life’s messiness connects best.
- Solve real problems and foster safety. Help women take control of their lives, especially when it comes to safety and wellbeing.
Three Things Women Don’t Want
- One version of womanhood. Women want to see all generations, cultures and lived realities reflected.
- One-dimensional reflection. Representation should mirror emotional, physical, and economic complexity.
- Aspirational stereotypes. Women want their lived experiences acknowledged, not idealised solutions.
Men Step Up: Take the Pledge
The Men Step Up campaign flips the script. Women carry enough already. This is a call for men to take responsibility, to put women first, step up and redefine masculinity with a softer crown.
Every man can make a difference. Take the pledge. Protect. Support. Lead with empathy. When you put her first, you help everyone around her thrive.
