Warmblood T
By Summer Stoffel Is the Millennial Mindset Really to Blame?
here’s no question the future of our sport is in danger. There are many opinions on why and what should be done about it. Organizations
around the world are focusing their efforts on attract- ing not only more competitors, but spectators and fans as well. Horse sports worldwide are more accessible than ever via livestream and viewers, whether online or at the events, are being engaged through new apps designed to make competitions more “inclusive.” And yet, growth in par- ticipation, especially in the 14-18 age range, is stagnant. This age is of special interest because it is the future. They are the generation that will grow up to be trainers, competitors, horse owners, judges, stewards, competition manag- ers—and serve as governance to shape the sport. Many point to the “millennial mind-
set” as a main cause. This generation is labeled as being lazy, uninspired, eas- ily distracted, and constantly seeking instant gratification—all while stuck behind a smartphone or other device. But these are the symptoms, not the cause. Millennials are indeed seek- ers, looking for information and, most of all, personal meaning. The ability to engage this group has eluded organi-
zations across many sectors. Because I was born in 1983, I am often labeled a millennial. As an entrepreneur who also invests outside of the equestrian world, I am con- stantly attending conferences and events with fellow millennial entrepreneurs. In doing so, I have been able to see the similarities and differences in each sector and I have distilled it down to one word. That’s right—one word. PURPOSE. But how do you apply the concept of “purpose” to
our sport to attract future generations? Gone are the days where purpose could be defined as reaching a pro- motion, achieving personal recognition or increasing
wealth. Sure, millennials enjoy winning, making money and progressing in their careers. But when it comes down to it, if it is done in a way that is not socially re- sponsible or ethical, then they will not stay engaged. That is why we are in a state of discon- nect right now. As equestrian sport continues to
evolve supporting the one percent, millennials and the generations follow- ing them are losing interest because they perceive it to be self-serving. Rid- ers both at national and international levels, competition managers of the most prestigious competitions and gov- ernance at every level see the bubble inflating and are scrambling to deflate it before it pops by attempting to hu- manize our sport and show the public an element in which they can relate. This acknowledgement has spurred
“emotional advertising” campaigns, in- cluding the FEI’s #TwoHearts campaign in 2016 before the Olympic Games in Rio. In an effort to draw public inter- est, the FEI launched this emotionally
charged campaign to appeal to mankind’s natural affec- tion for the horse. Then came US Equestrian’s “Joy” cam- paign in 2017, designed to “bring the joy of horse sports to as many people as possible” and “celebrate the uni- versal emotional insight that horse sports bring across all breeds, disciplines, age groups, and levels.” While all of this is built on a fundamental truth, that humans have had a deep intuitive relationship with the horse for centuries, it still leaves younger people trying to find how that message personally relates to them. They understand people love horses, but what is miss- ing is the value that participation brings. Not only to them, but how participation can enable them to bring value to others. This is where the fundamental discon- nect lies. Organizations that want to grow by appealing to future generations must clearly define a purpose that is
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