Study: The Hunting Industry Ignores Fair Chase
By Mountain Pursuit
A recent study completed by Mountain Pursuit found that just 5% of Hunting Industry blog content mentions Fair Chase. Less than 17% of the Industry makes Fair Chase a part of their identity their organizational mission statements or "about us" pages.
"Hunting gear companies and self-promoter (social media influencers) are the worst offenders," says Shaul. "None have a Fair Chase identity. Less than 1% of gear company or self-promoter content in the past year mentions Fair Chase, presumably to avoid offending hunters who might disagree over ethics and reduce potential profits."
Click HERE to read the full study, “Assessing the Hunting Industry’s Promotion of Fair Chase.”
Mountain Pursuit argues that these results matter because the future of hunting isn't guaranteed. Its increasingly in danger and subject to the approval of all American's and those we elect.
A 2019 National Shooting Sports Foundation Report, Americans' Attitudes Toward Hunting, Fishing, Sport Shooting and Trapping 2019, found that 80% of Americans approve of legal hunting, but only when hunters abide by the principle of Fair Chase.
Fair Chase hunting guarantees that the game has a chance to detect the hunter, and if detected, can elude. Or, more simply, that hunters don't have an unfair advantage over animals.
Mountain Pursuit argues that when the Hunting Industry publishes content that isn't clearly labeled Fair Chase, it provides an opportunity for non-hunters to make assumptions and form narratives that can endanger the future of hunting.
"Reading an article about a successful tactic, or seeing an ad for a piece of gear, in a context that doesn't mention Fair Chase is an opportunity to assume that hunters have too much of an advantage over the game, that hunting is unethical, and that should be stopped," Shaul says.
Shaul points out that we shouldn't think that only hunters see this conten, but must be mindful that we live in an age of curated content delivery. Sophisticated algorithms show us content meant to pique our interest and keep us on the page to see more ads and make sites more money. These sites often show us content that we disagree with because that will trigger our passions and keep us engaged.
In this curated environment, anti-hunters or non-hunters are likely to be directed to hunting media precisely because they may not agree with hunting. Exposure to content that they potentially disagree with increases the time people spend on sites and makes money for platforms by increasing exposure to ads.
"Since non- and anti-hunters are very likely to encounter hunting content, even when they don't go out and buy an issue of Peterson's Hunting or subscribe to our blogs or pages, the Hunting Industry must be very intentional about the message it sends in each post," says Shaul.
Mountain Pursuit encourages the Hunting Industry gear companies, nonprofits, and media to take Mountain Pursuit's "Protect the Hunt Pledge":
Identify-with and Embrace Fair Chase—feature those words in your mission statement, your "about" pages, position statements, et. al.
Use the "Fair Chase" Label. Label your media! Ensure hunting stories are clearly labeled Fair Chase or mention that gear, tactics, etc. ,are noted as consistent with the Fair Chase principle.
Require the 400/50 Pledge for Sponsored Hunters. Deny or end sponsorships or product placement when content features rifle shots exceeding 400 yards or bow shots exceeding 50 yards.
Follow Mountain Pursuit's Social Media Guidelines. No blood or gore. Avoid typical "grip and grin" trophy pics. Promote hunter admiration of game, preparations for the hunt, and highlight the hunting experience beyond harvesting game.
Mountain Pursuit believes protecting the future of hunting requires the Hunting Industry to be intentional about content. "Though promoting Fair Chase as a gear supplier or influencer may rub some hunters the wrong way and sacrifice market share, committing to protect the hunt by preserving broad public support is more responsible in the long run," Shaul concluded.