The social shift: Why businesses are opting out of the Melbourne Cup

The days when people could celebrate the Melbourne Cup without questioning its impact are long gone.

Public awareness of animal welfare issues in horse racing have sky-rocketed, driven by high-profile incidents of racecourse injuries, fatalities, and harsh treatment. Once overlooked by previous generations, this issue has been brought to the centre stage by younger consumers who prioritise ethical considerations and expect brands to align with these values. 

The rise of social media has further amplified these conversations, allowing for users to share and upload images, videos and stories that expose the darker side of horse racing. Businesses now face heightened pressure to respond to this public sentiment.

Ignoring these growing concerns around animal welfare threatens to alienate a socially conscious customer base, particularly Millennials and Gen Z, who make purchasing decisions based on a brand’s values and ethical stance. As a result, many companies are choosing to step back from the Melbourne Cup, acknowledging the importance of aligning their practices with the values of their consumers.

Corporate social responsibility (CSR) commitments

Corporate social responsibility (CSR) has grown into a core pillar for many businesses, and for those with established CSR policies, promoting or engaging in events associated with gambling and animal exploitation is seen as contradictory. CSR encompasses more than environmental or economic initiatives; it also involves actively supporting social causes that reflect consumer values.

For many companies, this shift away from the Melbourne Cup is a natural evolution of their CSR commitments.

Businesses are redirecting funds that would traditionally go towards Melbourne Cup events to support animal welfare organisations, or they suggest to host alternative gatherings that promote a positive social impact. By aligning with the values of a growing demographic of conscious consumers, Seven Communications proudly supports the ‘Nup to the Cup’ movement, believing that opting out of the Melbourne Cup celebrations should be the new social norm, emphasising that everyone has a commitment to social responsibility.

The rise of ethical consumption

The movement towards ethical consumption has gained serious momentum in recent years. Consumers are increasingly demanding accountability and integrity from the brands they support, and companies have taken notice.

As part of this shift, businesses recognise that participating in events that don’t align with ethical values can have a lasting impact on consumer perception and, ultimately, revenue.

Opting out of the Melbourne Cup is a proactive stance that appeals to ethically conscious customers who value brands with principles. By disengaging from an event that involves animal cruelty and gambling controversies, companies are responding to a larger cultural shift towards ethical consumerism.

Businesses are also wary of potential backlash from their association with the Melbourne Cup, as it’s common for brands to face criticism if perceived as endorsing issues tied to animal cruelty and gambling. By choosing to say ‘Nup to the Cup’, companies can protect their image and position themselves as sensitive to evolving societal norms, demonstrating their commitment to creating a positive public image.

Creating inclusive and alternative events

With this shift, many businesses are exploring alternative ways to mark the day in a more inclusive and socially responsible manner.

Some companies host wellness days, donate to local charities, or organise team-building activities that don’t centre around gambling or animal-based entertainment. These alternatives not only support the well-being of employees – some of whom may struggle with gambling addictions – but also create a more inclusive workplace culture.

Whether it’s organising a fundraiser, planning a mental health workshop, or spending the day volunteering, these activities reflect the company’s commitment to its people and values. By creating these new traditions, businesses show they care about their employees’ mental health and are dedicated to positive social change.

As public awareness of animal welfare issues continues to rise, businesses must adapt to the evolving values of their consumers.

The shift away from traditional celebrations like the Melbourne Cup is not just a trend; it represents a stronger commitment to ethical considerations and corporate social responsibility. By supporting movements like ‘Nup to the Cup’ and exploring alternative events, companies can not only strengthen their brand loyalty, but resonate with a new generation of conscious consumers, contributing to a more ethical and inclusive society.

Patrice Pandeleos is founder and managing director of Seven Communications.