The Importance of Brand Credibility for Equestrian Businesses in 2025
When navigating your marketing in 2025, brand credibility isn’t just a nice-to-have – it’s a make-or-break factor for success. Equestrian consumers, like those in other sectors, are increasingly discerning and value trust and authenticity above all. In fact, roughly four out of five consumers today say they need to trust a brand before buying from it. This trust directly impacts the bottom line: Shoppers are not just buying products, they’re entering relationships with brands. Companies that cultivate credibility and transparency earn stronger loyalty, more repeat business, and even command higher prices for their products. Below, we explore why credibility and trust are paramount in 2025 and how equestrian businesses can build a trustworthy brand that thrives in a digitally savvy, values-driven market.
Credibility and Transparency in Modern Consumer Decision-Making
Today’s consumers place a premium on credibility and transparency when making purchase decisions. Shoppers have endless options, so they gravitate towards brands they believe will “do the right thing.” Surveys show 81% of consumers need to trust a brand to consider buying from it, highlighting how essential honesty and integrity have become. This is true across industries – whether it’s a rider buying a new saddle or a fan buying athletic shoes, trust underpins the decision. Transparency is a cornerstone of credibility: nearly 94% of customers say they are more likely to be loyal to brands that are fully transparent about their products and business practices. In practice, this means equestrian companies should openly share information such as product materials, safety certifications, sourcing, and pricing.
According to our own market analysis, 87% of equestrian consumers say they are more likely to support brands that actively publish details about sourcing, production ethics, and safety testing - reinforcing the need for radical transparency in a traditionally opaque industry.
Transparency isn’t just a buzzword; it tangibly influences consumer behaviour. For example, 53% of consumers want brands to take a stand on at least one social issue – a statistic that reflects people’s desire for companies to be transparent about their values and ethical stance. In the equestrian sector, this could include being vocal about horse welfare, rider safety, or community engagement. Brands that demonstrate authenticity and ethics signal to customers that they won’t compromise on values, which in turn builds trust and long-term loyalty. Research shows consumers are more than twice as likely to buy first, remain loyal, and even advocate for brands they deeply trust. In a niche like equestrian sports, where word travels fast within tight-knit communities, a credible reputation is one of the most powerful marketing assets a business can have.
Digital Scrutiny and Consumer Research Behavior
Digital scrutiny is the new normal – before making a purchase, consumers will thoroughly research a brand’s reputation, reviews, and track record online. In 2025, buyers are spending more time on pre-purchase research than ever: one survey found 74% of consumers report scrutinising purchases more carefully now than in the past. For equestrian businesses, this means that potential customers will likely Google your brand, read customer reviews on equine forums or tack shop websites, and check social media for real user feedback. In fact, 68% of equestrian consumers report consulting at least three online sources - reviews, videos, or social media content - before purchasing a new tack product, according to our 2024 market research. Furthermore, 42% say they have opted against a brand due to negative user sentiment online.
Notably, 90% of shoppers consider ratings and reviews when deciding what to buy – making user feedback second only to price and quality in importance. Peer photos, videos, and recommendations from friends or fellow riders also weigh heavily, with about 73% of consumers trusting user photos and equally 73% trusting friends/family recommendations when evaluating products.
Digital-savvy equestrian consumers will compare helmet safety ratings, look up the company’s history, and even research the brand’s leadership or values. Any hint of inconsistency or past scandal (for example, a safety recall that wasn’t handled transparently or an instance of animal welfare negligence) can become an instant red flag. On the flip side, brands that provide ample information and encourage customers to share their experiences tend to win more trust. Simply put, an equestrian brand’s online reputation often precedes it. Business owners should assume that every claim they make will be fact-checked by a customer armed with a smartphone. Investing in a credible digital presence – a well-maintained website, active social media that engages honestly, and visible customer testimonials – is crucial, as 75% of people check out a brand’s website to evaluate it and 92% say a well-designed, professional site makes a brand more trustworthy. In an age of digital scrutiny, the brands that succeed are those that have nothing to hide and welcome consumer research as an opportunity to showcase their quality and integrity.
Sustainability and Ethics as Purchase Drivers
Consumer values have shifted such that sustainability and ethics are major drivers of purchasing decisions – and the equestrian sector is feeling this shift as much as any industry. Riders and horse owners are increasingly mindful of the environmental and ethical footprint of the products they buy. Whether it’s the sourcing of leather for boots and saddles, the ingredients in horse feed and care products, or the labor practices behind riding apparel, transparency in these areas influences buying behavior. Marketing research underscores this trend: 73% of consumers are willing to pay more for products from sustainable brands, and 62% of Gen Z shoppers prefer to buy from brands that value sustainability. This means a younger generation of equestrians is actively seeking out eco-friendly horse gear (like bamboo-fibre riding shirts or biodegradable grooming supplies) and rewarding those brands with their dollars.
Ethical practices are equally important. Equestrian sport in recent years has faced increased public scrutiny regarding animal welfare, from media coverage of horse injuries to social media outcry over unethical training methods. In response, many equestrian brands are now prioritising a welfare-first message, ensuring their products are designed with horse well-being in mind (for instance, humane bit designs or saddle pads that improve comfort) and that their marketing reflects those values. Consumers are quicker to call out brands that fall short – a company found to use exploitative labor in making horse blankets or a brand associated with doping in horse feed can see trust evaporate quickly. On the other hand, brands that authentically commit to ethical practices can reap rewards. A global study found that products making environmental, social, and governance (ESG) claims have achieved disproportionate growth – averaging 28% cumulative sales growth over five years vs. 20% for products without such claims. In other words, doing good can directly translate into doing well financially, because consumers are channeling their spending toward brands that align with their values. Our Market Analysis highlights that 59% of equestrian buyers under age 40 say they have already boycotted a brand due to sustainability or welfare concerns, emphasising that ethics are not just a nice-to-have but a purchasing prerequisite.
Figure 1: Products with credible sustainability and ethical claims are experiencing faster growth than their conventional counterparts. In the chart above, products that made ESG-related claims (blue bar) saw an average of 6.4% annual growth (2018–2022), outperforming those without such claims (dark bar, 4.7% growth). For equestrian businesses, this underscores that embracing sustainability and ethics isn’t just about appeasing a trend – it builds brand trust and can lead to a tangible competitive edge as conscious consumers increasingly vote with their wallets. Source: McKinsey.
Importantly, credibility is key – greenwashing or superficial ethical claims will be quickly spotted by today’s savvy customers. There’s often an intention-action gap in sustainability: while 65% of consumers say they want to buy from purpose-driven, sustainable brands, only 26% actually do so in practice. One reason is skepticism; consumers can sense when a brand’s ethical stance is just for show. Equestrian brands should therefore go beyond token gestures (like planting a tree for each purchase) and embed sustainability into their core operations – for example, using recycled materials in products, reducing packaging waste at horse shows, or supporting equine rescues. By doing so and communicating these efforts transparently, companies signal authenticity. Over time, this builds a strong foundation of trust because customers see that the brand’s actions match its marketing messages.
Direct-to-Consumer Models and the Need for Strong Brand Trust
The rise of Direct-to-Consumer (D2C) models in retail has made brand trust more crucial than ever. Many equestrian businesses are moving to sell directly via online stores, social media, or subscription services, rather than relying solely on tack shops or third-party retailers. This shift offers great opportunities – closer customer relationships, higher margins, control over brand experience – but it also comes with a challenge: without the implicit trust conferred by a known retailer or a chance for customers to physically inspect products in-store, the brand itself must carry the full burden of trust. Shoppers deciding whether to buy a new bridle or horse supplement from a D2C website will ask: Do I trust this company enough to order without seeing the product? Will it be as described?
Market data confirms that trust is a deciding factor in D2C success. A recent study on online shopping behavior showed that for consumers buying directly from a brand’s website, “trust in the store” was the top-cited factor (by 15% of D2C shoppers) in choosing where to shop – outranking even price or product selection. In other words, when a customer is on a brand’s own site (versus a big marketplace or a retailer’s site), trust becomes the differentiator that convinces them to click “Buy Now.” Supporting this, our whitepaper reveals that 71% of D2C equestrian shoppers list “brand credibility” as the primary reason they chose to buy directly from a company website rather than through a third-party retailer. This is especially true for higher-value equestrian purchases like saddlery or custom riding attire, where the transaction is a significant investment. The checkout process, data security, and customer service all reflect on the brand’s credibility in a D2C setting – a single glitch or unanswered query can sow doubt.
Figure 2: Trust can outweigh even price and convenience in the direct-to-consumer channel. In the visualisation above, survey data highlights “Trust in the store” (black bar) as a leading factor for shoppers choosing to buy on a brand’s own website or app, more so than on retailer sites (gray) or marketplaces (red). For equestrian brands adopting D2C, this means cultivating trust is not optional – it’s the number one driver that will draw customers to purchase directly from you rather than a third-party. Source: Pymnts.com
To succeed with D2C, equestrian businesses should double down on trust-building measures: user-friendly and secure websites, generous return policies (to reduce the risk in the customer’s mind), and responsive support (so a buyer feels assured they can get help with sizing that new riding jacket or resolving a shipment issue for horse feed). Additionally, storytelling can play a role – many D2C brands thrive by sharing the story of their founders or their mission, which humanises the brand. In the equestrian world, a small saddle-making company might build trust by highlighting its master saddle maker’s decades of experience or a feed company might feature its on-staff equine nutritionist. Such narratives, combined with consistent positive customer experiences, help replace the trust that used to be provided by seeing a product in person or buying through a familiar retailer. Ultimately, when you remove intermediaries, your brand’s credibility must stand on its own – those that invest in it will foster direct relationships that keep customers coming back.
Leveraging Peer Recommendations, User-Generated Content, and Influencer Marketing
One of the most powerful credibility boosters for any brand – equestrian businesses included – is what others say about you. Peer recommendations and user-generated content (UGC) have enormous influence on purchasing decisions, often far more than traditional advertising. People inherently trust other people more than brands: a Statista study revealed that 89% of consumers prioritise recommendations from individuals they know and trust over ads. In the riding community, this dynamic is very evident – riders are far more likely to try a new horse feed if their barn mate swears by it or buy a saddle on a friend’s recommendation. Likewise, online reviews and content from fellow customers carry great weight. Nearly nine in ten consumers trust online reviews by other users as much as personal recommendations, meaning that a thoughtful review on an equine product website or a unboxing video by an equestrian YouTuber can be as persuasive as word-of-mouth at the local stable. Equestrian brands that encourage happy customers to share their experiences – through testimonials, social media posts, or community forums – will find that this UGC becomes a credibility engine, providing social proof to new customers that the brand delivers on its promises. In fact, 74% of respondents in our 2025 Market Report said that they trust “peer-generated equestrian content” more than official brand posts - highlighting the importance of empowering loyal customers to tell your story for you.
Influencer marketing is another avenue to build credibility, but it must be approached carefully in 2025. Consumers have grown more skeptical of influencer promotions that feel inauthentic. In the equestrian sphere, there are many influencers ranging from top riders and Olympians to popular equine vloggers on Instagram and TikTok. These figures can help introduce your brand to a wider audience, but trust comes down to authenticity. Recent research in the equestrian market found that two-thirds of consumers said their likelihood to buy from a brand endorsed by an influencer “depends on the influencer” in question. In other words, an influencer’s recommendation isn’t taken at face value – it works only if that influencer has credibility themselves and a genuine connection to the product. Furthermore, creators with an authentic voice will be key to establishing trust with consumers in 2025. Brands are shifting toward partnerships with riders or content creators who truly share their values and actually use their products, rather than just any celebrity with a following. An eventer who routinely uses a certain brand of riding boots and talks about their features with honesty can drive trust far better than a generic sponsored post by a celebrity who doesn’t normally ride.
The power of community and social proof also means equestrian businesses should engage in conversations, not just push marketing messages. Many brands are tapping into rider communities on platforms like Facebook Groups, Reddit, or equestrian apps – places where riders ask for gear advice or barn recommendations. By having a positive presence there (for example, answering questions or offering expert tips without a hard sell), brands can build goodwill and trust organically. The same goes for encouraging customers to create content: contests for the best photo of customers using your product, or hashtags that gather riding stories, can generate authentic content that other consumers find credible. It’s worth noting that excessively polished or obviously sponsored content can backfire – today’s audience, especially younger riders, quickly scroll past anything that feels like an ad. Instead, equestrian brands should aim for relatable and sincere marketing, possibly even featuring real customers in their campaigns. In summary, credibility is often earned by a brand’s community: the more genuine advocates you have singing your praises (friends telling friends, riders sharing experiences), the stronger your brand’s reputation will grow.
Practical Steps to Boost Brand Credibility
Building and maintaining brand credibility is an ongoing effort. Equestrian business owners can learn a lot from broader marketing best practices and adapt them to the horse industry. Here are some practical steps to enhance your brand’s credibility in 2025:
Be Transparent and Honest – Err on the side of openness with your customers. Share details about your product sourcing (e.g. where the leather for your saddles comes from, or the science behind your supplements) and be upfront about pricing or delays. If a mistake happens – say a manufacturing defect or a delayed shipment – communicate it frankly and make it right. Transparency builds trust; in fact, 94% of consumers are more likely to be loyal to brands that offer complete transparency, so candour is always the best policy.
Commit to Sustainability and Welfare – Integrate sustainable and ethical practices into your business and let customers know what you’re doing. This could mean using eco-friendly materials (recycled fabrics, biodegradable packaging), offering refill programs for horse care products, or ensuring humane practices in anything involving animals. Back your claims with evidence: certifications (like environmental standards or safety ratings) and progress reports give credibility to your efforts. Remember that modern consumers will support brands that align with their values – 73% are willing to pay more to sustainable companies – but they will also scrutinise those claims. So, embed sustainability genuinely into your brand mission and update your audience on the real changes you’re making.
Engage and Interact with Your Audience – Credibility comes from being accessible and responsive. Make sure your brand actively engages on social media, answers emails and messages promptly, and participates in the conversations that customers are having. If someone leaves a review or comment – whether praising or complaining – respond professionally and helpfully. Consumers notice this; 83% appreciate when brands respond to questions on social media and many will change their opinion of a brand (for the better) when they see the brand addressing feedback and review. For an equestrian business, this might involve answering a rider’s question about what size breeches to buy, or calmly addressing a critical review about a product. When people see that a brand cares enough to interact and resolve issues, it significantly boosts trust.
Leverage Customer Advocacy and User Content – Encourage your happy customers to share their experiences and make it easy for them to spread the word. This can be as simple as asking for reviews post-purchase, featuring customer testimonials and rider success stories on your website, or creating a hashtag for your community to post their photos using your gear. Potential buyers trust other riders’ voices more than your own marketing. Consider starting a referral program or a loyalty club – not only do referrals reward your existing clients, they bring in new business via trusted recommendations. Since 88% of people trust recommendations from people they know, turning your loyal customers into brand ambassadors (even informally) is one of the most authentic ways to grow credibility. A barn friend raving about your horse blanket or a local trainer recommending your services can sway opinions more effectively than any ad campaign.
Choose Influencers and Partners Wisely – If you opt to use influencer marketing or sponsorships, pick partners who enhance your credibility. Look for riders, trainers, or equestrian bloggers who genuinely love your product and have a reputation for expertise or integrity in the community. It’s far more valuable to have a respected eventer genuinely endorse your riding helmet (because they believe in its safety features) than to pay a random celebrity for a one-off post. The influencer’s values and voice should align with your brand’s. As trends indicate, audiences are savvier now – if an influencer feels like a natural extension of your brand, their endorsement will come across as trustworthy. But if it feels like a pure transaction, people will tune out. Always prioritise authenticity and long-term relationships over one-time flashy sponsorships. This might also involve partnering with equestrian associations or charities (for example, supporting a Horse Welfare initiative) which can bolster your brand’s credibility through association and shared values.
Maintain Consistent Quality and Service – Consistency is key to trust. Deliver high-quality products and customer service every single time. Equestrian consumers rely on your gear for their and their horses’ safety and comfort, so any drop in quality can directly erode trust. Internalise that it takes years to build a solid reputation and only one bad incident to harm it. Studies show that 45% of consumers would stop being loyal to a brand after discovering irresponsible practices or a significant lapse in quality. To avoid this, enforce strict quality control (every riding boot, every helmet should meet your standards) and train your staff to provide excellent, empathetic customer support. If a problem arises, treat it as an opportunity to exceed expectations – a swift, fair resolution can actually strengthen a customer’s trust in you. By being reliable and consistent in what you deliver, you give customers no reason to doubt your credibility.
By implementing these steps, equestrian brands can strengthen their credibility and set themselves up for sustained success. In 2025, brand trust is the currency of customer loyalty – and in a passionate community like the equestrian world, a trusted brand becomes not just a company selling products, but a respected partner in the riding journey. Credibility earns you patience when things go wrong, enthusiasm when you launch new products, and advocacy from customers who feel proud to be associated with your name. For business owners and professionals, focusing on brand credibility is an investment in long-term resilience – it’s what will keep your brand galloping strong, no matter how the marketing winds change.
Download our 2025 Whitepaper for More Insights
Want to dive deeper into the stats and strategies shaping equestrian consumer behaviour in 2025? Download our Equine Market Report here.
