The social shift: Why businesses are opting out of the Melbourne Cup
With the Melbourne Cup taking place on Tuesday, the darker side of horse racing has been brought back into the limelight. And now businesses face mounting pressure, particular from younger Australians, to respond to public sentiment. Patrice Pandeleos, founder and managing director at Seven Communications, explores this shift.
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.
Now, can Greyhound racing be next.
As advertisers and marketers I don’t think this actually has its finger on the pulse. Peak anti racing sentiment has passed. The Everest carnival was a sell out this year (for the first time). The Melbourne Cup was a sell out. I spoke to a sales head at an alcohol brand and they are doubling down on racing as the next gen are getting behind day events vs. going to clubs or multiday festivals and they’ve seen strong growth. The pubs yesterday were packed.
There are definitely 2 Australias
We in Melbourne appreciate the public holiday, but I honestly know nobody who actually goes or cares about any of the days anymore.
The days of ‘the nursery or the birdcage’ are long gone (as they should be).
The effects on the horses is a valid concern, but I think it’s more a reaction against the rampant effects of gambling on society, plus it’s just a rubbish event.
A very positive shift, and about time. Hopefully in this lifetime we see this cruel industry completely crumble. Images of attendees blindly glamming themselves up, and brands sponsoring events that these beautiful horses are suffering behind the curtain of is so jarring to see.
If your org is still using races as some weird form of relationship building – ask WHY.
My concern are animals, they don’t have a choice, do they.
The great thing about Australia is that we have the freedom of choice, we just need to move past passing moral judgement on anyone that enjoys something you don’t agree with.
You may rage against those who enjoy racing, however I am sure you’re happy to catch an Uber, fly on a Boeing plane, use Meta or watch Disney. All these companies are supported by the Saudi Foreign Invesment Fund – who could be seen as having a questionable human rights record.
But here’s the thing – it’s your choice to use an uber, fly on a Boeing plane, use Meta or watch Disney. You can make the decision based on your own values and can do do it without being judged by others.
How about you do the same and let others make their own decisions without you judging them?
A bit like pets don’t have a choice but to stay with their owners, (who arguably keep pets for their own entertainment) working animals don’t have a choice – show me an example of a domestic animal that does have a choice?