Pets

Implications - In a curious progression of direct-to-consumer marketing by way of social media influencer campaigns, Insta-famous dogs are parlaying viral buzz into prosperous brand partnerships. This intriguing progression speaks to the evolving nature of the pet economy, while it also serves as an example of how influencer marketing is expanding beyond the more obvious iterations in fashion, beauty and experiences such as music festivals. [More]

Implications - A reminder of the ever-expanding nature of the pet accessories market, consumers seek to up the investment in the lifestyle of one's canine companions. This progressions speaks to the freedom with which contemporary consumers have to create their own realities, and additionally highlights the new expanded budgets many consumers are carving out for non-essential dog perks. [More]

Implications - Innovative products tackling pet odor that don’t require bathing are increasingly being reached for by busy consumers. Often made using natural and organic ingredients, owners are enticed by malodor solutions that take care of their pets yet don’t take up too much time. As more apartment and condo dwellers are buying pets for smaller spaces, the increase in demand for pet malodor products demonstrates a shift towards simplicity when it comes to maintaining pet hygiene. [More]

Implications - As consumers, particularly those with a double income and no children, are increasingly expanding their budget for indulgences with which to spoil their pets, many are being drawn to novel treats that replicate the experience of popular human snacks. In addition to highlighting the fast-growing "luxury" economy for domestic animals, this progression demonstrates that with the expectation of a standardized quality for food consumed by humans is extended to that of one's pets. [More]

Implications - With wealthy consumers prone to taking elaborate vacations, the particular ways in which their pets are traveling are being granted a deeper level of attention. Consumers are looking for experiences and products that treat their pets practically like children. Essentially, pets -- like other status items such as clothing or travel destinations -- are seen as an extension of the self. [More]

Implications - Looking to buy products that reflect their values regardless of category, pet owners are seeking out products for pets specifically designed to reduce their impact on the environment. This is emerging in food products, like vegan pet food, as well as pet accessories and the packaging of these goods across the board. [More]

Implications - Pet owners, increasingly humanizing and therefore willing to spend more on their animals, are seeking out human-grade quality in pet food products. Providing reassurance to these consumers by focusing on health benefits and safety, this focus on ingredients mirrors shifts happening in food more broadly. [More]

Implications - Pets on social media attract large amounts of attention, and so brands and owners alike are featuring costumed pets to boost viral appeal. The use of adorned animals attracts substantially more attention and supplies a deeper sense of character to campaigns or initiatives by extending the appeal of pets beyond "cuteness," and into personification. [More]

Implications - With fewer Millennials having kids, it seems that pets are reaping the benefits of their owner's excess income. Due to this, a surge in ultra-luxurious sleeping quarters for dogs have been devised -- with opulent dog day spas on the rise and even climate-controlled dens. As more owners continue to focus in on their pet's evolving needs, no matter how contrived they might be, specialized products are becoming more readily available to those willing to spend. [More]

Implications - As luxury hotel brands attempt to woo back consumers in a time marked by the emergence of budget-friendly accommodations, they are beginning to incorporate on-site pets that inspire a feeling of home. Often boasting their own program of activities, such mascots serve as an ideal marketing tool for hotels looking to engage consumers on a personal, emotional level. This shift speaks to the need for luxury brands to go above and beyond to delight the consumer in order to compete with tempting cost-effective alternatives. [More]