Do you consider your pet a member of your family? Would it surprise you to learn that 97% of American pet owners feel that way? We spend $64 billion just on pet food and treats each year, and marketers are increasing their research to improve their sales.
Today about one half of all pets are owned by Millennials and Gen Z, so new trends to appeal to these pet parents have become essential. These consumers prefer short form video that is both entertaining and authentic rather than highly produced. And to really appeal to them, messages should match their values.
Younger generations are known to shop with sustainability in mind. This might include looking at alternative protein sources when it comes to pet food. Hilucia is an insect-based brand that educates about the nutritional and environmental benefits of its product using a fun cartoon mascot. Personalization continues to be popular too, with several brands like Purina using AI to offer consumers specific recommendations for individual pets. Farmer’s Dog has seen success on social media celebrating real dogs’ stories rather than sharing generic information. Consumers are drawn to campaigns that treat them like partners in a pet’s journey, offering education and guidance.
Many pet owners are interested in deepening bonds with their furry kids, and though we might see this represented more often in advertising for dogs, cat owners want that too. Cat ownership has surged thanks to Gen Z and consequently a movement exists to develop marketing that isn’t identical to that of dogs. Cats are notoriously uninterested in pleasing their owners, even leading to a phenomenon known as ‘feline insecurity,’ or a worry that your cat is indifferent to you. Cat owners may be particularly receptive to messages about how they might connect with their pets in a deeper way.
Recent research into cat physiology has determined that cats may lack certain taste buds; for example, they cannot taste sweetness. Their finicky eating habits may be to blame for a distinct difference in ‘treating,’ with dogs getting 32% more treats than cats. New campaigns aim to shrink the treat gap and help owners bond with cats. A Whiskas campaign introduces ‘Purradise,’ a special sensory journey for cats, and owners can take a ‘Purrsonality’ quiz to help identify their cat’s traits and find suitable products. The goal is satisfaction for both the cat and its human companion.
Activities:
- Ask students: Do you own a pet? If you do, how do you try to bond with it?
- Have students look up advertising for pet food and treats. Here is one from Temptations: https://www.youtube.com/watch?v=mt-_vNhaSUc. Do the ads seem geared towards Millennials or Gen Z? In what ways?
- Ask students to form small groups and create a social media promotion for specific pet food or treat (include the brand) that appeals to younger generations. What trends do you think might be effective?
Sources: Kanaras, Kelly, (15 May 2025) Marketing to modern pet parents, Petfoodprocessing.net. Khan, Natasha, (14 Jul 2025) Inside Operation ‘Cattitude’: A Pet Food Giant’s Mission to Understand Cats, Wall Street Journal.
