Part of the Family

As previously reported in The Brief, consumers have a deep affinity for their animal companions, with millennials in particular incorporating their ‘fur babies’ into an array of social rituals and leisure habits. This ongoing pet humanisation trend spells commercial opportunities in everything from home décor to gifting and even dating.

Protecting Our Pets

The pandemic-era prioritisation of wellness equally applies to people’s four-legged friends. New players are entering the lucrative pet insurance arena, while subscription services are taking care of regular medications, and smart devices are decoding feline health.

Educating Owners

Despite their enthusiasm, many new pet parents are unprepared for the complexities, costs and responsibilities involved. With charities reporting worryingly high levels of animals being abandoned or returned, there’s a need for informative resources to guide would-be or newly minted pet parents – whether that’s via traditional telehealth services, or emerging virtual platforms.

Pet-Shaped Work Perks

Policies such as ‘pawternity’ leave, doggy day-care stipends or animal-friendly offices are a boon to professionals juggling post-pandemic pet-parenting responsibilities. As well as assuaging owners’ concerns about separation anxiety, research suggests productivity, stress levels and morale can in fact benefit from the presence of pets at work.