Category
Lifestyle
Assisted Choices
Trend cluster
Category
Collaborative
Adoption
Brands partner with animal shelters to shed light on pet adoption.
4.0
Trend score
Trend
What is the Collaborative Adoption trend?
Collaborative Adoption: As brands seek to diversify their commitments to social and environmental causes, a move toward initiatives that tug at consumer heart strings are emerging. With that, brands are seeking out ties and partnerships with animal shelters, outwardly collaborating with organizations to help fuel adoption and awareness through bold campaigns and on-site activations. These examples speak to how brands are taking a more active, blunt role in promoting various causes, even if it is outside their specific category of interest.
Trend themes
Themes within the Collaborative Adoption trend
Three behaviours holding the trend together01
Social Cause Collaboration
More brands are collaborating with animal shelters to promote adoption through innovative initiatives.
02
Pet-Focused Technology
Technology companies are targeting pet owners with pet-friendly innovations such as music streaming, vaccine promotions and specialized pet gadgets.
03
Pet Adoption Events
More brands are hosting events that bring potential pet owners and animal shelters together to promote pet adoption through fun activities and pop-up studios.
Industry implications
What the Collaborative Adoption trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Integrating social causes into marketing campaigns can increase a brand's impact and help sway consumers towards supporting the brand.
For
Technology
Innovative pet-focused technology can create new opportunities to tap into the massive pet industry market.
For
Retail
Hosting pet adoption events can generate goodwill and positive PR while also potentially attracting consumers to visit physical retail locations.
Workshop question
What social causes does your business support at the moment? How could you further exemplify your commitment to those causes through bolder marketing tactics?
Trend signals
Trend signals for Collaborative Adoption
Trend score 4.0 out of 10, from popularity 83%, activity 29%, freshness 8%.
Popularity83%
Activity29%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Collaborative Adoption trend
4 featured examples from Jan 20, 2018 to Jan 15, 2019CategoryMarketing
Musical Adoption Campaigns
Spotify Created Adoptify with an Animal Shelter to Offer Music for Dogs
Music streaming services can partner with animal shelters to offer personalized playlists and adoption campaigns like Adoptify, creating new marketing opportunities and revenue st…
CategoryMarketing
Complimentary Vacuum Campaigns
The Samsung Adoption Package Gifts New Adoptive Pet Owners
Developing new vacuum technology to address specific cleaning challenges creates disruptive innovation opportunities in the cleaning industry.
CategoryMarketing
Fast Food-Branded Cat Climbers
KFC's Publicity Stunt is Feline-Friendly and Incredibly Adorable
Fast food chains can explore the potential of creating branded merchandise for pet owners, like cat climbers.
CategoryLifestyle
Dog-Centric Dating Pop-Ups
Sydney Cats & Dogs Home and Bumble Teamed Up to Create a Photo Studio
Disruptive innovation opportunity: Integrating features that incorporate pets to enhance the user experience and increase engagement.
