Brands create activations that focus on delighting owners and their pets
Trend - Seeking to make more meaningful connections, brands are turning to activations and engagements that encourage the attendance of furry companions. Not only limited to pet brands themselves, those outside the category are jumping in to create pet-friendly environments centered around everything from art to food and beverage.
Insight - Social media creates open environments for consumers to share parts of their lives. As a result, everything from the food they're eating to the pets they own can potentially paint a person in a more relatable light and create a sense of community with like-minded individuals. Thus, these connection-craving consumers are seeking more creative ways to exercise and share different parts of their lifestyle.
Insight - Social media creates open environments for consumers to share parts of their lives. As a result, everything from the food they're eating to the pets they own can potentially paint a person in a more relatable light and create a sense of community with like-minded individuals. Thus, these connection-craving consumers are seeking more creative ways to exercise and share different parts of their lifestyle.
Workshop Question - What are your consumers' core values? How can you better speak to that within your branding or marketing strategies?
Trend Themes
1. Pet-friendly Environments - Brands are creating activations and engagements that encourage furry companions, outside the pet category and centered around everything from art to food and beverage.
2. Outdoor Pet Products - Pet brands are creating outdoor collections for pet owners who are also outdoor lovers, including durable products for camping and hiking geared towards a new generation of pet parents.
3. Animal-related Romance - New dog-friendly dating pop-up experiences are coming to the UK to help dog lovers find like-minded individuals, especially because research shows that for young people, disliking another person's dog is a deal-breaker.
Industry Implications
1. Hospitality - Pet-friendly bars, restaurants and cafes are providing products and services that cater to customers seeking pet-inclusive experiences.
2. Retail - Pet supply retailers are designing products that cater to the growing interest in outdoor pet activities, expanding outside of their traditional lines.
3. Technology - Pioneering dating apps integrate animal criteria into search filters, creating animal-related social networking opportunities.
