You Don’t Need Thumbs to Be Loved
Who would you rather be stranded on a deserted island with, a four-legged friend or a human? If you chose paws over opposable thumbs, you’re not alone. Over 50% of people say they’d prefer to be stranded with a dog or cat than another person. The incredible affinity and bond people have with their pets is nothing new, with 90% of pet owners considering their pets “part of the family.” However, with 8 in 10 folks identifying the significant comfort their pets brought them during the pandemic, pet love has truly been amplified to new heights as of late. The opportunity for brands to speak to this intensified bond through next levels of pampering, care and services will be rewarded handsomely.
Amidst the pandemic with more pets than children in North American homes, pet owners are driving up Q2 2020 sales stocking up on pet food and other supplies. Steady sales across brands indicate pet owners aren’t straying from the food their pets were accustomed to before CV-19. Trends also indicate consumers continue to trade up for food with ingredients that reflect their own food philosophies – all-natural, organic, or even Keto diet-friendly. From a consumer perspective, products specifically designed to meet the individual needs of breeds, diets, age and health issues are vital. The opportunity for brands to offer niche options for pet food ingredients that align with human beliefs toward food and health trends are big. And with this POV comes premium price tags consumers are willing to pay, even in the face of the recession and economic uncertainty.
The fact that we all spoil our pets with much of the same luxuries we enjoy is no surprise; after all, they’re family right?! As a result, luxury pet services are taking off with everything from mobile grooming to posh pet hotels and daily dog walkers, all seen as deserving and important parts of our pets living their best lives. When it comes to this category, expectations are high providing brands the opportunity to pull out all the stops with creative offerings.
High consumer expectations also reveal an opportunity for brands to up their digital game by taking a close look at how we use digital booking and scheduling services, fitness technology, games and other apps in our day-to-day lives. This is especially true when digital savvy millennials now make up the largest percentage of pet owners. Digital content also provides a great avenue for brands to forge relationships with consumers through brand storytelling, education and just celebrating our bonds with pets. As pet owners engage with more pet tech, devices and apps, the opportunity for brands to target consumers across channel with optimized messaging based on pet info, habits and spending is huge. The ability to reach customers at the right place, at the right time with the right messaging is priceless.
At the end of the day when it comes to pets, there is no substitute for the ear and knowledgeable advice of a trusted expert. The current atmosphere of CV-19 presents a great moment in time for fostering relationships with pet owners who are looking to support local brands and communities and we’d love to help.
Whether acting as a marketing SWAT team or providing more of a consultancy role, our team of strategic problem solvers are ready to not only help you get back on track but start firing on new cylinders to propel you into the future.