Category
Lifestyle
Assisted Choices
Trend cluster
Category
Humanized
Pet
The humanization of pets in the family unit is honed in on by brands.
3.5
Trend score
Trend
What is the Humanized Pet trend?
Humanized Pet: The concept of pets being seen as not extended parts of families, but actual members of them, is being targeted by brands that are offering humanized services that cater to people with animals. These products and services allow for a unique form of indulgence that puts a distinct twist on familial bonding.
Trend themes
Themes within the Humanized Pet trend
Three behaviours holding the trend together01
Humanization of Pets
Brands are offering humanized services that cater to people with animals allowing for unique indulgences and a twist on familial bonding.
02
Pet-Friendly Services
New pet-friendly bar pop-ups and high-end feline entrees are emerging to cater to pet owners, satisfying their growing desire to treat pets as family members, extending luxury experiences to their furry friends.
03
Pet-Centric Employee Benefits
Companies are going beyond traditional maternity and paternity leave programs to offer 'Fur-ternity Leave' for new pet parents, recognizing important life events that happen outside of the office and stressing employees' growing desire for flexibility and understanding from their workplace.
Industry implications
What the Humanized Pet trend means for industry
Where the trend changes the playbookFor
Pet Food and Beverage
As pets are increasingly seen as family members, there is a growing demand for high-end and specialized pet food and beverage products and services.
For
Pet Technology
Pet owners are seeking innovative solutions that cater to their pets, including travel-friendly pet passports, GPS-enabled SIM cards for collars, and social media tracking.
For
Human Resources
Pet-centric employee benefits such as 'Fur-ternity Leave' are part of a growing trend in company culture to offer more personal structures for benefits and employee perks.
Workshop question
How could your brand allow for unique forms of indulgence within its area of expertise?
Trend signals
Trend signals for Humanized Pet
Trend score 3.5 out of 10, from popularity 57%, activity 41%, freshness 8%.
Popularity57%
Activity41%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Humanized Pet trend
6 featured examples from May 15, 2017 to Aug 28, 2018CategoryLifestyle
Travel-Friendly Pet Passports
Canvas Holidays Ranks the Miles Per Year Traveled by Furry Friends
The rise of social pet profiles calls for innovative features and platforms that cater specifically to the needs and interests of pet owners.
CategoryLifestyle
Pet-Centric Employee Benefits
Nina Hale's ‘Fur-ternity Leave’ Allows Absences for Pet Parents
The pet industry benefits from increased awareness and employee priorities towards pet well-being.
CategoryLifestyle
Feline Wine Brands
Pet Winery Offers Faux Wines for People's Pets
The trend towards humanization of pets presents a disruptive innovation opportunity for companies looking to cater to pet owners who treat their pets as family members.
CategoryLifestyle
High-End Feline Entrees
The Sheba Craft Collection Comes in Three Flavor Varieties
Pet food manufacturers can capitalize on the growing trend of high-end, premium pet food products to cater to owner preferences for luxury, real ingredients, and convenience.
CategoryMarketing
Pet-Friendly Bar Pop-Ups
London's Pet Pavilion Pawsecco Bar is a Dedicated Bar for Dogs
The hospitality industry can expand its offerings by incorporating pet-friendly bars, attracting pet owners and creating a unique experience for guests.
CategoryLifestyle
Pet-Friendly Family Phone Plans
Telenor's Pet-Friendly Plans Lets People Add Pets to Their Plans
The telecommunications industry can explore pet-friendly phone plans as a way to attract new customers and increase brand loyalty.
