Joe Marler’s nationwide initiative challenges the unspoken ‘boy code’ after a study revealed that a staggering 21% of UK men cannot remember the last time they received a compliment. Furthermore, three per cent claim they have never received praise in their entire life.
According to the concept of “Boy Code,” coined by psychologists such as Dr. William Pollack, boys from an early age are often socialised to be tough, independent, stoic, and dominant, which can make some men less likely to express emotions openly – including giving compliments – because warmth, vulnerability, and sensitivity may be viewed as inconsistent with those expectations.
Research commissioned by menswear brand Jacamo and conducted by Mortar Research, a member of the British Polling Council, among 2,000 UK men in May 2026 highlights a striking contradiction in modern male relationships: while 70% believe men should compliment each other more often, traditional expectations around masculinity and emotional restraint continue to hold them back.
Nearly a third (31%) of men believe praising another man is simply “not what blokes do,” while 33% admit that receiving a compliment makes them feel instantly embarrassed or awkward.
To confront this emotional barrier, Marler – known throughout his sporting career for his big personality and openness regarding mental health – hijacked a traditional bastion of “laddy” culture: the British construction site.
Partnering with a crew of builders outside a busy high street station in Richmond, Marler hosted a public social experiment called ‘The Nod Crew’. Turning the cliché of construction site banter on its head, the crew used microphones and scaffolding to shout positive, style-led compliments and moments of encouragement to unsuspecting male commuters.
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Joe Marler, aged 35, comments: “Blokes are brilliant at taking the mick out of each other, but we’re not always great at saying something nice. Somewhere along the line, a lot of us got the idea that complimenting another man is awkward or a bit weird, when actually it costs nothing and can make a massive difference.
“I’ve played rugby for most of my life and dressing rooms are full of banter, but confidence doesn’t just come from people having a laugh at your expense. Sometimes it’s hearing someone say, ‘You’re looking sharp today’, ‘You’ve smashed that’, or ‘You’re doing a good job’. Those little moments stick with you.
“What surprised me from the research is how many men can’t remember the last compliment they received. That’s mad when you think about it. Most of us know what it’s like to have a rough day or doubt ourselves, and a genuine compliment can completely change your mood.
“You don’t need to suddenly become best mates with someone or start having deep conversations. It can be as simple as saying ‘nice jacket mate’, complimenting someone’s haircut, or giving them a nod to let them know they’re looking good. The more normal we make that, the more confident and comfortable men can feel in themselves.”
The study also suggests traditional markers of masculinity like physical strength (17%) and social influence (10%) ranked remarkably low. Instead, UK men now define confidence as “being comfortable in your own skin” (44%), “being a good partner or father” (32%), and “displaying kindness” (31%).
The rewards for breaking the silence are significant. Seventy per cent of men stated that receiving a compliment on their personal style would directly boost their self-confidence, while others noted they want to be recognized for personal achievements (38%) and their personality or sense of humour (33%).
Esme Stone, head of brand at Jacamo, added: “This initiative gives Jacamo a vital territory: clothing isn’t just functional – it is a powerful tool for confidence, self-expression, and human connection. We want to give men the permission to celebrate one another openly and encourage men to recognise good style by giving each other a subtle but universally-understood gesture – the nod.”
To demonstrate how style can spark these positive interactions, Marler has fronted a new summer collection for menswear brand Jacamo, showcasing how simple wardrobe choices can build everyday confidence.
Marler has modelled a curated range of high-summer essentials, including lightweight textured knit polos, casual stripe shirts, and relaxed linen-blends. Reflecting his own signature style, the collection places a heavy emphasis on versatile summer shorts, ranging from structured smart-casual cuts to easy, elasticated waistbands. The entire collection is available online now at Jacamo.co.uk, catering to inclusive sizing from S to 6XL.
