National Pet Day: Are Brands Appealing To Concerned Animal Owners, Or Taking Advantage Of Them?
Petcare branding is great at attracting pet parents, but at times can lack the clarity customers need to make smart–and safe–buying decisions.
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National Pet Day Started As A Day For Awareness And Became A Target For Marketing
For animal lovers, National Pet Day is one of the best days of the year for appreciating fur baby cuteness and getting great deals from pet wellness and entertainment retailers. Discounts on food and play toys, limited edition subscription boxes and perks, and a chance to enter a pet in a merch-winning photo contest are just some methods companies will use to attract and attain customers new and returning alike who care about the wellbeing of their domesticated animals.
When it comes to the pet owners, being in tune with and aware of their animal’s habits, personality, dietary needs and preferences is key. Cats, dogs and the like can’t tell you in plain English what they like or what they need, so having a human as their biggest and best advocate is what helps them lead a healthy, happy life. The focus of providing quality care and products to pets on this national day speaks directly to its history: National Pet Day was founded in 2006 by Colleen Paige, an animal welfare advocate who wanted to raise awareness on the maltreatment of animals in shelters and promote pet adoption across the globe. Every year 6 million pets enter shelters in the United States, according to the ASPCA, and National Pet Day is designed to shift the focus on shopping for pets as if they’re products to adopting them and recognizing them as living beings who need love and care.
Petcare Is Animal Welfare, And Some Providers Struggle To Provide Palatable Solutions
Now that animal welfare has continued shifting away from the “pet off the shelf” model, the petcare industry is booming in ways never before seen. And especially after years of pandemic woe where humans and animals formed deep companionship in isolation–while also jointly experiencing its negative impact–who we trust to care for our pets matters now more than ever. Whether it’s the debate on which cat treats are healthiest, which dog grooming services are the most accommodating, which vet is the most thorough, and which pet sitters are the safest, customers have many health, social and emotional needs to consider for their pets, much like we each do for ourselves and the products we invest in and consume ourselves.
All these nuances leave much room for product marketing and customer service strategizing from organizations looking to either support–or thin the wallets of–pet owners. The way that we as humans care for our animals has a bit of a “to each their own” approach. As a result many pet owners spend time thoroughly researching food ingredients, petcare brands’ missions when it comes to animal welfare, and adverse effects of medications, sometimes still coming up short on what use of a particular product means for the longevity of their pet. Access to clear answers online, in petcare community groups, or even with a veterinarian can be challenging, and it’s something that all companies marketing to animals and animal owners are keeping in mind.
The pet care industry is projected to be worth $550 billion by 2032, and it’s filled with both very good and very bad inventory. As customers, we want to align ourselves with brands we can trust, organizations who understand our lived experience, and products that are not detrimental to us or our loved ones–pets included. However, it’s difficult to determine what products are worth it and safe when some commercials feature animals barking and purring which pets near televisions will mirror, certain food brands contain artificial smells that entice animals who can’t tell the difference between organic and synthetic, and various product packaging is cutesy and colorful with language that shrouds the truth around benefits. Moreover, some brands don’t include vets and healthcare professionals in their product development, marketing and sales strategies. And even pet care brands that are known for really great things in some areas may have questionable track records in others, making it increasingly more difficult for customers to know whether or not their experience with any given brand is going to be as good as the social media posts seem.
What Companies Can Do To Create A Customer Experience That Considers Everyone’s Wellbeing
At the end of the day pets are family, and tug at our heartstrings the way any other member of our household would. It’s natural for pet owners to want to give their four-legging, scaley, or winged friends the best, the cutest, and the most cost effective care and entertainment possible. That same desire to shower pets with unconditional love is what can get them hooked on products that while great in theory, are not all they’re cracked up to be in practice. Companies know this, and some will willingly exploit that emotional inclination with products that speak to the heart–but not the health–of their pets. By comparison, other organizations will work to provide as much transparency as possible to customers and provide servicing options and information that will help pet owners make more informed decisions on their purchases.
No matter where brands fall in the line-up of pet products, they each have a responsibility to these creatures who cannot speak for themselves. Approaching pets and their owners with care and empathy through the years (and even the inevitable loss of a beloved animal) will bring about the customer loyalty that brands desire, as well as the long life that pet owners wish for their furry companions. Being open to customer feedback and changing servicing models that no longer service the future of petcare to ones that encourage quality service and connection with the pet-owning community will create space for brands to grow and evolve as experts in their industry. More regularly considering the medical and psychological impacts of products and inviting pet healthcare professionals, pet owners and pets themselves to participate in the product development process beyond–instead of focusing on what materials are most accessible to creating merchandise will–create trust in the marketplace.
Whether you’re a pet owner, an animal lover or a solutions provider in the industry, taking these ideas beyond the scope of April 11 every year will be important to the transformation of not just the petcare industry, but the lifespan of pets around the globe. So each year, as you promote or take advantage of deals, double-tap those cute photos and research your next pet purchase, consider what you see before you and stack it up against what you want in a company, who you are as a customer, and the animal experience that hangs in the balance.
