• by Wayne Langley , November 28, 2016

It’s Movember, which means that men all over the world have spent the month feeling the tickle of a growing moustache — all to raise awareness of men’s health issues. As the month of moustachery draws to a close, some other seasonal traditions are sprouting: Thanksgiving, Black Friday, Cyber Monday and, last but not least, Giving Tuesday. 

How can Giving Tuesday organizers funnel Boomer attention away from door-busters and toward donations? First off, more people need to know about this day of giving. According to a 2015 survey, 93% of consumers are aware of Black Friday, but only 18% are aware of Giving Tuesday. 

One way to raise awareness is by taking a page from the Movember playbook. By employing a different, fun activity, such as growing a moustache, the Movember movement has sparked interest in younger generations, who in turn inspire older generations to follow their lead. 

Twenty-somethings and even teens are not only early adopters of tech and social media, but also of viral trends, such as the Ice Bucket Challenge for the ALS Foundation, and mo-growing for the Movember Foundation. Although younger generations don’t yet have the financial firepower of Boomers, who give 43% of all dollars donated, they can be the match that ignites the flame of Boomer giving.

According to a Foundation representative, Movember started as a conversation between 20-something friends in a bar in Australia, where a moustache is referred to as a “mo.” They recruited other friends to join the challenge to fundraise for men’s health. 

“Many Boomers have been affected by one of Movember’s key areas of focus at some point in their life – whether it’s been themselves personally or a close friend or family member,” said a Movember spokesperson. “This personal connection to the work Movember does is what drives support and compels people to get involved. To that point, the best way to get them involved is by educating them about Movember, the work we do and our ultimate goal, which is to stop men from dying too young.”

Sometimes the best way to educate Boomers is through younger audiences. “Because the moustache is such an iconic symbol, and a great conversation-starter, it bridges the gap between all audiences, young and older,” a representative said. “Younger generations are more inclined to get behind the cause, because it’s an easy way to have fun while doing good, and the Movember brand is very indicative of that. This definitely sparks interest from older generations, who in turn are intrigued and want to learn more.”

So far, the Movember movement has raised more than $710 million in 21 countries for prostate cancer, testicular cancer, mental health and suicide prevention. According to the Foundation, Baby Boomers are definitely up for the challenge, whether that means writing a check or growing a mo. 

What style of moustache do Boomers prefer? “A lot of older men like to exude sophistication with their moustaches,” said a Movember representative, “so The Boxcar and The Connoisseur are usually their go-tos.” Learn more about Movember, and check out the moustache style guide here.