Category
Lifestyle
Assisted Choices
Trend cluster
Category
Lively
Pet
Brands replicate social events for pet owners and their animals.
4.5
Trend score
Trend
What is the Lively Pet trend?
Lively Pet: Brands are catering to the bond between pet owners and their loving animals by creating events that mimic social interactions that people take part in. This shift opens the door to experiential opportunities that enhance brand and consumer relationships, by bridging urban consumers' recreational habits with their personal responsibilities.
Insight
The consumer insight behind the Lively Pet trend
With self-reported feelings of loneliness growing globally, many in North America are turning to alternative forms of socialization in order to take care of their mental health. Activities that are within their comfort zone and familiar to them–but that still require spending some time outside of the home–are able to offer a balance between traditional social habits like hosting or attending events with friends and family, with more unique experiences that they don't have to share with other people.
Trend themes
Themes within the Lively Pet trend
Three behaviours holding the trend together01
Pet-Friendly Socialization
Brands are creating events that mimic social interactions that people take part in, catering to the bond between pet owners and their loving animals, to enhance brand and consumer relationships, while addressing self-reported feelings of loneliness, through experiential opportunities that offer a balance between traditional social habits and unique experiences.
02
Sensory Spaces for Dogs
As different forms of enrichment are crucial to the well-being of a dog, 'The Scent Den' and other similar establishments offer safe and comfortable spaces that mentally stimulate dogs by encouraging natural, instinctive behaviors such as sniffing, exploring and investigating, thus promoting a sense of calm and confidence.
03
Elderly Companion Dogs
Pedigree's Dog Dates campaign addresses loneliness and social isolation among seniors by providing elderly people with a few hours of quality time spent with a canine companion, through dog owners' participation in the program, which caters to those who can't commit to having a dog full-time.
Industry implications
What the Lively Pet trend means for industry
Where the trend changes the playbookFor
Hospitality
By repurposing spaces to accommodate both pet owners and their pooches, businesses, from bars to hotels, can cater to a growing market that seeks to socialize outside of their homes and with their dogs.
For
Pet Care
Pet care centers and establishments can provide special enrichment spaces and events, such as sensory stimulation rooms and doggie socialization events, to cater to the special emotional and social needs of dogs, thereby enhancing their overall health and well-being.
For
Healthcare
By addressing the social and emotional needs of seniors through pet companionship, healthcare providers can improve physical and mental wellness, while also minimizing healthcare expenses associated with social isolation and depression among elderly individuals.
Workshop question
How can you create a personalized experience to enhance brand trust?
Trend signals
Trend signals for Lively Pet
Trend score 4.5 out of 10, from popularity 68%, activity 58%, freshness 8%.
Popularity68%
Activity58%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Lively Pet trend
4 featured examples from Mar 1 to May 31, 2019CategoryLifestyle
Pop-Up Puppy Bars
Devils Backbone Brewery's Hosted a 'Pup-Up Bar' on National Puppy Day
Dogs have become an integral part of the craft beer culture, and businesses in this industry could potentially boost client loyalty by hosting dog-friendly events.
CategoryLifestyle
Senior Companionship Dog Dates
Pedigree’s Dog Dates Pairs the Elderly with Canine Friends
Innovations in pet care services that cater specifically to elderly individuals, offering temporary dog companionship programs and specialized products.
CategoryLifestyle
Dog-Friendly Sensory Spaces
'The Scent Den' in Toronto Provides an Enriching Experience for Dogs
Ensuring the wellness of pets by providing stimulating activities and unique services can generate customer loyalty and retention.
CategoryBusiness
Booze-Serving Dog Parks
Boozehounds Dog Bar Caters to Both Pups and Their Parents
The hospitality industry can explore the concept of canine-friendly bars to diversify their offerings and attract more customers, especially pet owners who are looking for unique…
