Predictions for 2025: Equestrian Marketing Trends to Watch
This time last year, we shared some of our 2024 equestrian marketing predictions, and if we may say so ourselves, they were pretty accurate! As we plan for the year ahead, here are some of the key trends we’ll be watching closely:
The Rise of Podcast Advertising
The podcast sector is growing year after year and there are now over 500 million listeners across the world, equating to 1 in 4 internet users who regularly tune in. In fact, since 2021, the percentage of Gen Z who discover new products when listening to podcasts has grown faster than other media channels - including TV, social media and radio. Unlike traditional ads, podcast endorsements feel more personal and authentic, and podcasts can have quite specific audiences, which allows the ads to be more tailored to the listener. All things considered, there will be plenty of room for brands to tap into the advertising opportunities that podcasts will bring in 2025.
An Even Greater Rise in Welfare-Led Messaging
Equestrian sport has been in the mainstream headlines mostly for the wrong reasons this year. With increased public scrutiny and welfare concerns, brands will be prioritising a welfare-first approach, whether that’s ensuring their products and services facilitate good welfare, or making sure this is underscored within brand messaging. Just last week, British Dressage launched their Equine Welfare Action Plan, stating they are “determined to use the events of this year as a positive catalyst for change”. There’s no doubt that 2025 will bring further discussion about horse welfare, and more brands will be prioritising these standards across all business and marketing efforts to help pave the way for a sustainable future for our sport.
New Smart Technology Product Categories Will Emerge
With increasing emphasis on horse welfare, the equestrian industry will continue to see an exciting surge in the development of smart technology products. Devices like smart saddle pads with pressure sensors, heart rate monitors, and stress trackers are gaining popularity among both amateur and professional riders, and in 2025, we expect to see a broader range of devices enter the market, and as these technologies become more integrated into daily routines, they will play an important role in improving the effectiveness of training while supporting a more sustainable welfare-led future for the sport.
Consumers Will Put Less Trust Into Influencer Recommendations
The past 12 months have certainly seen a shift in the way consumers perceive and trust influencers. Influencer marketing isn’t dying - in research we carried out this year, 50% of respondents said they follow ten or more equestrian influencers on social media. However, the type of content consumers want to see is definitely evolving as they try to avoid overly “algorithmic” or #sponsored content. In 2025, creators who have an authentic voice will be key to establishing trust with consumers, and brands will need to focus on choosing the right influencers and ambassadors - those who share the same values and are genuinely passionate about the product or service.
There Will Be More Cross-Over Between Rider Wear and Mainstream Fashion
We’ve already seen this trend in the fitness industry, where the fashion world and activewear are growing closer than ever. We know that there has been a crossover with the fashion industry and equestrianism for a very long time now, however, there is less crossover with equestrianism and more casual attire, or loungewear, which we predict will be on the rise in 2025. Brands like Pomme Equestrian are at the forefront of this shift, offering a variety of clothing items that blur the boundaries between riding apparel and everyday wear. Influencers like Molly-Mae Hague and Bella Hadid, who both regularly share their love for horses, are helping to supercharge this cross-over.
This article is part of our LinkedIn Newsletter series. Head this way to read our full list of 2025 marketing predictions.
