# Collaborative Adoption Brands partner with animal shelters to shed light on pet adoption. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jan 24, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/collaborative-adoption ## Key Figures - Trend score: 4.0/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 20, 2018 to Jan 15, 2019 - Published: Jan 24, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Collaborative Adoption trend ### Social Cause Collaboration More brands are collaborating with animal shelters to promote adoption through innovative initiatives. ### Pet-Focused Technology Technology companies are targeting pet owners with pet-friendly innovations such as music streaming, vaccine promotions and specialized pet gadgets. ### 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. ## What the Collaborative Adoption trend means for industry ### For 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 for Collaborative Adoption Trend score 4.0 out of 10, from popularity 83%, activity 29%, freshness 8%. - Popularity: 83% - Activity: 29% - Freshness: 8% ## Examples of the Collaborative Adoption trend 4 featured examples from Jan 20, 2018 to Jan 15, 2019. - [Musical Adoption Campaigns](https://www.trendhunter.com/trends/music-for-dogs): Spotify Created Adoptify with an Animal Shelter to Offer Music for Dogs (Category: Marketing) Implication: Music streaming services can partner with animal shelters to offer personalized playlists and adoption campaigns like Adoptify, creating new marketing opportunities and revenue st… - [Complimentary Vacuum Campaigns](https://www.trendhunter.com/trends/samsung-adoption-package): The Samsung Adoption Package Gifts New Adoptive Pet Owners (Category: Marketing) Implication: Developing new vacuum technology to address specific cleaning challenges creates disruptive innovation opportunities in the cleaning industry. - [Fast Food-Branded Cat Climbers](https://www.trendhunter.com/trends/cat-climbers): KFC's Publicity Stunt is Feline-Friendly and Incredibly Adorable (Category: Marketing) Implication: Fast food chains can explore the potential of creating branded merchandise for pet owners, like cat climbers. - [Dog-Centric Dating Pop-Ups](https://www.trendhunter.com/trends/dating-pop-up): Sydney Cats & Dogs Home and Bumble Teamed Up to Create a Photo Studio (Category: Lifestyle) Implication: Disruptive innovation opportunity: Integrating features that incorporate pets to enhance the user experience and increase engagement. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)