Not Just a Pet, a Plus-One
As we evolve from the pandemic puppy buyers, there’s a new, growing generation of pet owners who look different to those before them. With a shift in society norms, younger owners are struggling to reach traditional milestones of adulthood and getting a pet is often their first ‘truly adult’ responsibility. With 53% of new pet owners being Gen Z and Millennials, 69% are more likely to be single, 67% don’t have children, 43% are more likely to be renting and 35% either work from home everyday or on some days.
What does this mean?
Whilst many brands are shaping their offering in response to this new generation, few are really capturing the fundamental shift that is happening.
This is no longer about “Pet Parents” or “Fur Babies” but is a much deeper, more meaningful and mutually beneficial relationship.
For owners this pet is their first foray into a new stage of adulthood, a chance to nurture and be responsible for something beyond themselves. For pets, these aren’t just pampered pooches; they have highly attentive owners to consider their mental health as well as physical health.
The dog is an extension of them:
- Experiencing the same things they do.
- A public demonstration of their maturity and care.
- Reflecting their personal style and aesthetic.
Playing a role that is part companion, part support, part entertainment, we call them Pet Partners.
What does this mean for brands?
Pet brands need to shift from being product providers to trusted lifestyle brands that cater to the deep emotional and physical needs of pets and their human partners.
Brands can win by:
- Elevating the pet-owner partnership at the heart of your brand: This is a deeper, more meaningful connection than previous generations, so brands need to tap into the power of that by elevating their functional claims with hyper emotionally connective comms.
- Highlighting holistic health ingredients that link to mental health as well as physical health: They are the 24/7 owners, and, as a result, more impacted by their dog’s moods and unique behaviours, which leads to concern with their mental as well as physical health.
- Highlighting your traceability & sustainability with tangible initiatives: The rules of trust have changed. The category is flooded with natural claims, and people are becoming more suspicious of “greenwashing”. Brands need to demonstrate real transparency around where and how products are made to win this new generation.
- Galvanising online brand communities and bring them into the real world: They’re 50% more likely to be influenced by consumer reviews and, as dog ownership creates a new sense of community in their lives, connecting with owners outside their social circles, builds a new social network.
Success lies in embracing the evolution of ‘pet owner’ to ‘pet partner’. Brands who cater to and demonstrate understanding of the deeper emotional and practical needs of pet partners will not only create long lasting loyalty but become an integral part of their pets’ lives. Brands that can move beyond selling products and focus on fostering meaningful connections will help shape the future of pet companionship.