'Grow a Mo, Save a Bro' and what it teaches us about Gen Z engagement

As ad-land motors towards Christmas, and the festive product push begins in earnest, it’s worth pausing to reflect on those who face a very different kind of season.

For many charities, this time of year isn’t about excess, far from it. Rising costs, increased demand for services, and a decline in giving are creating a hefty challenge.

Recent research shows that the proportion of people donating to UK charities has fallen sharply: just over half of adults now give in a typical year, compared with nearly 60% before the pandemic. Volunteering and participation have also not fully recovered, leaving charities under growing strain.

And while Gen Z are one of the most socially conscious generations we’ve seen, their relationship with giving looks different. CAF data shows a marked fall in the number of 16–24-year-olds donating (from 52% in 2019, down to 36% in 2024). That said, their engagement remains high through activism, fundraising, and peer-driven cause advocacy.

So whilst they care deeply, they expect to engage differently: with transparency, immediacy and purpose-led connection.

At Eighteen24 we’re proud to be helping to bridge that gap. Through our university digital screen network, housed within Students’ Unions in the heart of campus, we’re working with several charities this academic year to turn awareness into action, helping Student Gen Z discover, connect with, and support causes that resonate with them.

We’re currently supporting Movember alongside billups and Bicycle | B Corp across UK campuses, raising awareness of men’s health and encouraging participation in the movement.

Movember resonates powerfully with Gen Z because it naturally aligns with their values, humour, and communication style. It connects through authentic purpose: Gen Z simply won’t support causes that feel performative.

Movember’s mission in addressing men’s health is tangible, relatable, and deeply human. It’s not charity in a corporate suit; it’s mates checking in on mates, real and emotionally resonant.

Movember leads with self-expression and identity. For Gen Z, growing (or trying to grow) a moustache turns a small, silly action into a badge of belonging and self-awareness, delivering activism with personality. Its playful tone (“grow a mo, save a bro”) disarms stigma around men’s health and opens up conversations through humour, a tactic that resonates more than sombre campaigns ever could.

In the ‘charity quest to engage Gen Z’ a lot can be learned from Movember’s approach. Fundamentally, it feels like a movement by Gen Z, not at them: funny, visual, participatory, authentic, and mission-driven. It’s everything this generation looks for in modern activism.

Gen Z aren’t just future donors; they’re the very next ones. If charities start earning their trust now with authenticity, relevance and real partnership, they’ll not only see immediate uplift, but build the kind of long-term loyalty every charity dreams of.‍