In today's dynamic and increasingly transparent world, it is vital that horse sport remains relevant and relatable. Industry experts and enthusiasts agree on the importance of one aspect: transparency is a key part of ensuring animal sports have a future. This isn't about treating transparency as a public relations exercise, but embedding it in the very fabric of our operational approach.
Understanding Social Licence
As part of an equine industry seminar, professionals from the World Horse Welfare and FEI highlighted the need for clear communication and accountability. Dutch equestrian Haike Blaauw, managing director at the Federation of Dutch Equestrian Centers (FNRS), emphasized: “First we have to do the right thing, second we have to talk about it”. This approach reflects the growing emphasis on the social licence to operate—in other words, the societal acceptance and approval of horse sports.
Visibility and Positive Narrative
Visibility in a positive light is crucial in an industry that often finds itself under the public and media's microscope. It's not just about doing the right things; it's also about communicating effectively about those right things. Sharing personal, inspiring stories from everyone involved in the industry plays a significant role in shaping positive perceptions and bolstering public support.
Being Genuine, Transparent, and Accountable
FEI communications director Olivia Robinson stressed the need for the equestrian world to be genuine, transparent, honest, and accountable. According to Robinson, the key to maintaining social licence is taking responsibility for the shortcomings, being open to scrutiny, and, importantly, willing to improve. She argued, “It’s okay to admit to mistakes or to look at areas to be strengthened, because this is how things evolve”.
Trust is a Two-Way Street
Olivia Robinson emphasizes that trust is not given; it is earned. For the equestrian industry to continue to thrive, it must win the trust of the public. The industry should work together—uniformly—to share compelling, positive narratives. She noted, “We need to work closely, to be united and consistent in our messaging, to share resources, expertise, stories, science and research”.
Endorsing Change
This transparency initiative is far from a mere PR exercise. It is about walking the talk. As Robinson passionately put it: “We need to embrace scrutiny, and not shy away from it or deny it, and we need to champion change.”
In conclusion, transparency is essential to ensure the future of horse sports. The industry must collectively prioritize doing the right things, talking about them, and being open to scrutiny and change. The path to the future of horse sports is paved with honesty, accountability, and transparency.