Pet ownership transitions from boastful to obsessive fandom
Implications - Pet ownership is increasing on a global scale thanks to increased populations and a push into urban centers. The culture surrounding it, while notoriously passionate, is transitioning towards sheer fandom. As consumers spend more time in the digital space and Internet culture leaks into the real world, the fervent passion for pets becomes a status symbol that boasts pop culture prowess.
Trend Themes
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Pet Fandom Leaks Into Consumerism — As consumers spend more time in the digital space and Internet culture leaks into the real world, the fervent passion for pets becomes a status symbol that boasts pop culture prowess.
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Pets in the Viral World for Adoption — Social media virality has been used to promote pet adoption as the perfect match between a pet and a person, with humorous and spot-on manipulations of muttboming.
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DIY From Pet Products — Pet supplies brands are promoting recycling by educating customers on creative ways to repurpose their product packaging, which include using empty dog food bags to make cat couches and tote bags.
Industry Implications
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Consumer Goods — Brands can identify opportunities to merge pet products and practices with disruptive consumer goods, such as the DIY fashion industry.
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Marketing and Advertising — Companies producing advertising campaigns with pet or pet-themed content through social networks can provide adoption and rescue missions to animal lovers.
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Social Networking — Through the internet, pet influencers and viral content can be used for pet adoption and for the promotion of pet products, creating different social media channels focused on pet content.
