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PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTHE EVOLVING LANDSCAPE OF PET OWNERSHIP IN THE U.S.OCTOBER 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administered on October 21st,2025.Distributed among a nationally representative sample of 1,000 U.S.respondents.How we defined“pet”in the survey:an animal that lives with you for companionship,emotional support,or enjoyment not a utility,like animals you keep as livestock,farming,etc.M E T H O D O L O G Y3PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONTENTSA G E N D A01TOP CONSUMER INSIGHTS02EXPLORING THE UNITED PET OWNERS OF AMERICA03PETS ARE RESHAPING THE AMERICAN HOUSEHOLD AND ITS RITUALS(BUSINESS IS NEXT)04PETS CAN MAKE OR BREAK BRANDS(NOT JUST THE PET ONES)05FROM PET CARE TO PET TECH:THE DIGITAL EVOLUTION OF COMPANIONSHIP4PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTOP CONSUMER INSIGHTSPET OWNERSHIP IS AMERICAS NEW DEFAULTThree in four Americans either live with pets or plan to.Even non-owners arent rejecting the idea theyre simply waiting for the right financial or living conditions.Owning a pet isnt an exception;its an aspiration built into the modern American life plan.PETS HAVE GRADUATED FROM COMPANIONS TO FAMILYAcross all demographics,pets are family full stop.For many,theyre adopted to complete the household,not to fill it.Pets are now co-parents,comforters,and emotional anchors that shape how families define love,care,and belonging.PETS INCREASINGLY SHAPE HOW AMERICANS LIVE,WORK,AND SPENDFrom the cities they choose to the vacations they take,pets are influencing every major lifestyle decision.They reshape work hours,travel plans,and even home design.“Pet-friendly”is no longer a perk its a prerequisite.THE BIGGEST UNTAPPED ADJACENCY FOR CONSUMER BRANDS ISNT PEOPLE ITS PETSPet owners especially younger and higher-income consumers want non-pet brands to design for their animals too.From apparel and wellness to hospitality and tech,any brand that ignores the“four-legged economy”risks leaving money(and loyalty)on the table.PETS MAKE ADS WORK HARDERFour in ten Americans say pets instantly add warmth and relatability to advertising;a third follow pet influencers for joy,comfort,and entertainment.In an age of emotional fatigue,pets are marketings most trusted ambassadors of authenticity.AMERICANS ARE READY FOR A TECH-ENABLED PET FUTUREPet owners already use connected devices and content to care for their pets and theyre open to more.From AI tracking to virtual companionship,consumers trust pet-specialty brands over Big Tech to build the future of animal care and affection.S E C T I O N 0 15PART OF THE DENTSU CONSUMER NAVIGATOR SERIESEXPLORING THE UNITED PET OWNERS OF AMERICAS E C T I O N 0 26PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPET HOUSEHOLDS ARE THE NORM IN THE UNITED STATES.Five or more5%5%Four4%4%Three8%8%Two21!%One300%None322%IF AND HOW MANY PETS LIVE IN YOUR HOUSEHOLD?Americans are pet-obsessed:3 in 4 adult consumers either live in a household with pets or would like to get pets.No77%Yes23%YOU SAID THERE ARE NO PETS IN YOUR HOUSEHOLD.ARE YOU PLANNING TO GET PETS IN THE FUTURE?68%of Americans are PET OWNERSPET OWNERS=7 7%of Gen Pop=25%of Gen Pop7PART OF THE DENTSU CONSUMER NAVIGATOR SERIESGREATER FINANCIAL MEANS AND LIVING IN URBAN AREAS ENCOURAGE PET OWNERSHIP With that being said,pet“fanaticism”(owning more than 4 pets)transcends both income and the community in which consumers live.8%8%9F205)%HHI 100KHHI 100KHHI 50-100KHHI 50-100KHHI 50KHHI HHI 100KHHI 50-100KHHI 50-100KHHI 50KHHI 50KARE YOU PLANNING TO GET PETS IN THE FUTURE?YesNo200p%RuralRuralSuburbanSuburbanUrbanUrbanARE YOU PLANNING TO GET PETS IN THE FUTURE?YesNo9PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTHUS,ITS NOT SURPRISING THAT AFFORDABILITY IS CITED AS THE MAIN DETERRENT BY THOSE WHO ARE NOT PLANNING TO GET PETS.Overall,its practical reasons(more so than lack of interest)that stands in the way of pet companionship.18%8%8%7%6E%I cant afford the expenses associated with owning petsIm simply not interestedHealth reasons(e.g.,allergies,etc.)My house/apartment doesnt allow for petsIm interested in pets but dont want to clean up or take on the responsibilitiesMy neighbourhood/the area I live in is not good for pet ownershipI have children,so our household is already too crowdedI have children,so I dont feel the need for a pet companionMy romantic partner/spouse is not a pet personNone of the aboveWHY ARE YOU NOT PLANNING TO GET PETS?Practical reasonsInsufficient interest656PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPET OWNERSHIP IS OFTEN DEFERRED TO WHEN ROOTS ARE PUT DOWN WITH A PARTNERPet Owners are most likely living with a spouse or romantic partner in their own household.Conversely,Prospective Pet Owners are more likely to live with roommates or older relatives,indicating that ownership will likely kick in once their living situation evolves.24$FF%5%53322%8%8 7711%5%5%I live on my ownMe and my spouse/romantic partnerlive in our own householdI/we live with roommatesI/we live with parents/olderrelativesWHICH OF THE FOLLOWING BEST DESCRIBES YOUR LIVING SITUATION?Pet OwnersPet OwnersProspective Pet OwnersProspective Pet OwnersNot Interested in PetsNot Interested in Pets11PART OF THE DENTSU CONSUMER NAVIGATOR SERIESLIKEWISE,PETS OFTEN ROUND OUT A HOUSEHOLD THAT ALSO INCLUDES CHILDRENPet Owners are most likely to live in a household with children,while Prospective Pet Owners are also significantly more likely to be planning to have children,compared to others.50P%9%9(5577 dd%I have children who live in my householdI dont have children in my household,but plan toI dont have children in my household,neitherplan toWHICH OF THE FOLLOWING BEST DESCRIBES YOUR LIVING SITUATION?Pet OwnersPet OwnersProspective Pet OwnersProspective Pet OwnersNot Interested in PetsNot Interested in Pets12PART OF THE DENTSU CONSUMER NAVIGATOR SERIESDIVING DEEP INTO AMERICAN PET OWNER PERSONASPET FANATICS 9%MULTIPLE PET OWNERS 29%SINGLE PET OWNERS 30%4 PETS HOUSEHOLD2 or 3 PETS HOUSEHOLD1 PET HOUSEHOLDWomen(110i);Gen X(122i),Gen Z(110i);HHI (159i)Urban(114i)Live with children(134i)Men(107i);Millennials&Gen X(107i)HHI 50-100k(117i)Urban(107i)Live with children(117i)There is some truth in the cat lady stereotype.With that being said,Gen Zers also over-index on being Pet Fanatics.There is no linear correlation between household income and the number of pets.Lower-income pet owners are more likely to have 4 pets but might do so instead of having children.Higher-income pet owners usually settle for 2-3 pets rounding out a household that also includes children.13PART OF THE DENTSU CONSUMER NAVIGATOR SERIESIMPLICATIONS FOR MARKETERSTURN PET OWNERSHIP INTO A LIFE-STAGE MARKERPet adoption often coincides with other defining transitionsmoving in with a partner,getting married,or starting a family.For many,bringing home a pet feels like“completing”the household.Brands that show up at this emotional inflection point can earn disproportionate affinity.Treat“getting a pet”as a modern milestoneon par with marriage,parenting,or buying a first home.REMOVE PRACTICAL BARRIERS,NOT EMOTIONAL ONESThe desire for pet companionship is nearly universal;what holds people back isnt interest but logisticscosts,housing rules,and work routines.Financial Services,Insurance,and Housing brands can remove friction by making ownership more attainable and sustainable.Design products and pricing models that turn“someday Ill get a pet”into“I can afford it now.”RECOGNIZEAND REWARDTHE PET FANATICSHouseholds with four or more pets exist across every income tier and community type.They represent high-frequency,high-affinity consumers who treat pet care as a core life priority.Brands that acknowledge their intensity can win outsized loyalty.Build offers,bundles,and rewards that reflect multi-pet livingnot single-pet convenience.INTEGRATE PETS INTO COUPLE FAMILY EXPERIENCESFor many,pets are the connective tissue of modern family life.They bridge generations and often arrive alongside children or significant others.Extending couple-or family-oriented experiences to include pets deepens emotional resonance.Reimagine shared momentsfrom holidays to milestonesas“all-species”occasions:think non-chocolate Valentines Day treats that are safe for all to enjoy,etc.S E C T I O N 0 214PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPETS ARE RESHAPING THE AMERICAN HOUSEHOLD AND ITS RITUALS(BUSINESS IS NEXT)S E C T I O N 0 315PART OF THE DENTSU CONSUMER NAVIGATOR SERIESMOST AMERICANS SEE PETS AS FAMILY MEMBERS,EVEN THOSE WHO DONT HAVE ANYGoing beyond the notion of companionship,consumers are more than twice as likely to think of pets as family vs.friends.Sentiment among Pet Owners and Gen.Pop.is consistent,and consumers who are Not Interested are only slightly less likely to think of them as family members to those who have them.47%7%4%3%8G%7%4%3%8%They are family membersThey are frindsThey are protectors of the householdThey are a hobbyThey are fitness partnersThey are roommatesNone of the aboveGOING BEYOND THE NOTION OF COMPANION,WHICH OF THE FOLLOWING BEST REFLECTS HOW YOU THINK ABOUT PETS ROLE?Gen.pop.Gen.pop.Pet OwnersPet OwnersNot Interested in Pets=45%=45%Not Interested in Pets=22%=22PART OF THE DENTSU CONSUMER NAVIGATOR SERIESLIFE STAGES INFORM HOW WE LOVE OUR PETSOlder consumers and those who dont plan to have children are even more likely to see pets as family members.Gen Zers are more likely to assign different roles to pets,including”protector”and“fitness partner.”GOING BEYOND THE NOTION OF COMPANION WHICH OF THE FOLLOWING BEST REFLECTS HOW YOU THINK ABOUT PETS ROLE?MENWOMENGEN ZMILLENNIALSGEN XBOOMERSFriends(110);Protectors(125i)Family(115i)Protectors(158i);Fitness partners(175i)Friends(121i);Protectors(108i)Family(113i)Family(138i)URBANSUBURBANRURALLIVE WITH CHILDRENPLAN TO HAVE CHILDRENNO CHILDREN DONT PLAN TOFriends(116i)Family(119i)Family(108i)Protectors(117i)Fitness partners(225i)Family(110i)17PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPET OWNERSHIP AND THE DESIRE TO HAVE PETS INFLUENCE A VARIETY OF LIFESTYLE DECISIONS.Pet Owners choose the areas and buildings where they live to accommodate pets needs.For 2 in 10 Pet Owners,family plans and careers are also being shaped around pets.Prospective Pet Owners over-index on their relationships and family plans being influenced by pets.25$!#3)%) 1%The type of building where I liveThe neighbourhood/area where I liveMy schedule/job type(e.g.,remote/hybrid work)Relationship/family planningTravel/vacation planningNone of the aboveWHICH,IF ANY,OF THE FOLLOWING DECISIONS HAVE BEEN INFLUENCED BY EITHER HAVING OR PLANNING TO HAVE PETS?Pet OwnersPet OwnersProspective Pet OwnersProspective Pet Owners18PART OF THE DENTSU CONSUMER NAVIGATOR SERIESGEN ZERS ARE PICKING JOBS AND TOWNS BASED ON PETS,WHILE MILLENNIALS ARE INFLUENCED BY PETS AS THEY PLAN FAMILIES.Women,older consumers and those who live in rural areas are less likely to have major lifestyle decisions be influenced by pets.WHICH OF THE FOLLOWING HAVE BEEN INFLUENCED BY EITHER HAVING OR PLANNING TO HAVE PETS?MENWOMENGEN ZMILLENNIALSGEN XBOOMERSArea where I live(116i);Travel/vacation planning(113i)NONE OF THE ABOVE(121i)Area where I live(145i);Schedule/job type(136i)Relationship/family planning(145i);Building where I live(127i)NONE OF THE ABOVE(127i)NONE OF THE ABOVE(170i)URBANSUBURBANRURALLIVE WITH CHILDRENPLAN TO HAVE CHILDRENNO CHILDREN DONT PLAN TORelationship/family planning(145i);Building where I live(134i)Travel/vacation planning(109i)NONE OF THE ABOVE(148i)Relationship/family planning(136i);Area where I live(133i);Schedule/job type(136i)NONE OF THE ABOVE(145i)19PART OF THE DENTSU CONSUMER NAVIGATOR SERIESFOR MOST RESPONDENTS ESPECIALLY WOMEN AND MILLENNIALS-PET OWNERSHIP IS PLANNED AS A COMPLEMENT TO HAVING CHILDRENGen Xers over-index on getting pets after the loss of a loved one,while Boomers over-index on getting pets instead of children.239CV%I decided not to have children,buthave pets insteadShared interest in pets is a keyaspect of the relationship I forgedwith my spouse/partnerI got/plan to have pets becauseI/a member of my family lostsomeone importantI have/plan to have children andgot/plan to have pets to help withtheir upbringingRELATIONSHIP/FAMILY PLANNING INFLUENCED BY OWNING/WANTING PETSRELATIONSHIP/FAMILY PLANNING INFLUENCED BY OWNING/WANTING PETSMENWOMENGEN ZMILLENNIALSGEN XBOOMERSI have/plan to have children and got/plan to have pets to help with their upbringing(111i)I decided not to have children,but have pets instead(104i)Shared interest in pets is a key aspect of the relationship I forged with my spouse/partner(115i)I have/plan to have children and got/plan to have pets to help with their upbringing(111i)I got/plan to have pets because I/a member of my family lost someone important(144i)I decided not to have children,but have pets instead(122i)20PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPET INFLUENCE TRAVEL DECISIONS,FROM NOT GOING ON VACATION TO BRAND SELECTION WHEN TRAVELLING.Staycations and the selection of hotel brands/accommodations are most likely to be informed by having/planning to get pets.409&$# %I opted for a staycation so I could spend more time with my pet(s)I have chosen a hotel brand/accomodation because of the pet policyI decided to travel locally instead of going abroad so I could take my pet with meI renounced to going on vacation to be able to afford an expense related to my pet(s)needsI chose an airline brand vs.others because of their pet policyI chose a rental car/carsharing brand because of their pet policyI splurged on a vacation abroad so I could take my pet(s)despite the distanceWHICH,IF ANY,OF THE FOLLOWING DECISIONS HAVE BEEN INFLUENCED BY EITHER HAVING OR PLANNING TO HAVE PETS?21PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPET OWNERS TEND TO SPLURGE ON THEIR PETS AS MUCH,IF NOT MORE,THAN ON THEMSELVES.I prioritize splurging on my pet(s)26&%I try to balance non-essential purchases for me and my pet(s)57W%I prioritize spluging on myself17%WHICH OF THE FOLLOWING BEST REFLECTS HOW YOU NORMALLY BEHAVE WHEN YOU HAVE A LITTLE EXTRA TO SPEND?Expectedly,this behavior is driven by those with a higher household income.462%HHI 100KHHI 100KHHI 50-100KHHI 50-100KHHI 50KHHI BoomersGen XMillennialsGen ZPet OwnersGen.PopTO WHAT EXTENT WOULD YOU BE INTERESTED IN NON-PET BRANDS OFFERING PRODUCTS OR SERVICES FOR PETS?Very interestedVery interestedInterestedInterestedNeutralNeutralNot very interestedNot very interestedNot at all interestedNot at all interested31PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONSUMERS FEEL FOOD&BEVERAGE AND HEALTH&WELLNESS BRANDS CAN MORE CREDIBLY BRANCH INTO PET PRODUCTSPet Owners preferences are consistent with those of Gen.Pop.69QA54rSC75)%Food&beverageHealth&wellnessApparel&fashionHome&furnitureTech&gadgetsTravel&experiencesWHICH BRAND CATEGORIES DO YOU THINK COULD MORE CREDIBLY OFFER PET-FOCUSED PRODUCTS?Gen.pop.Gen.pop.Pet Owners Prospective Pet OwnersPet Owners Prospective Pet Owners32PART OF THE DENTSU CONSUMER NAVIGATOR SERIESBRANCHING INTO PET PRODUCTS WORKS BEST WHEN IT RESTS ON COMPATIBLE BRAND VALUES AND PAST COLLABSPet Owners are specifically looking for product designs and messaging that cater to them as individuals.3754(&)CA831%The values of the brand align with pet ownershipThe brand has collaborated in the past with pet brands or pet influencersThe product design or messaging feels tailored to pet ownersThe brand has previously features pets in its ads&storytellingThe brand is known for emotional or lifestyle-led marketingNone-it often feels like a stretchWHICH BRAND CATEGORIES DO YOU THINK COULD MORE CREDIBLY OFFER PET-FOCUSED PRODUCTS?Gen.pop.Gen.pop.Pet Owners Prospective Pet OwnersPet Owners Prospective Pet Owners33PART OF THE DENTSU CONSUMER NAVIGATOR SERIESMARKETING CAMPAIGNS INCORPORATING PETS ARE GENERALLY WELL RECEIVEDInterestingly,Pet Owners are slightly less comfortable with it than Gen.Pop.Boomers are significantly less comfortable than other cohorts.319E6D8 &($)&%3%2%2%4%2%2%6%5%3%3%2%4%BoomersGen XMillennialsGen ZPet OwnersGen.PopTO WHAT EXTENT ARE YOU COMFORTABLE WITH BRANDS INCORPORATING PETS INTO THEIR MARKETING CAMPAIGNS?Very comfortableVery comfortableSomewhat comfortableSomewhat comfortableNeutralNeutralSlightly uncomfortableSlightly uncomfortableVery uncomfortableVery uncomfortable34PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPET INFLUENCERS CAN BE A POWERFUL ALLY TO BRANDS IN REACHING A LARGE SHARE OF U.S.CONSUMERS(NOT ONLY PET OWNERS)Yes366%No64d%DO YOU FOLLOW PET INFLUENCERS(I.E.,SOCIAL MEDIA ACCOUNTS DEDICATED TO A SPECIFIC PET)?1 in 3 Americans follow them.More than half of Gen Zers and Millennials do.Pet Lovers=45%=45%“I FOLLOW ONE OR MORE PET INFLUENCERS”MENWOMENGEN ZMILLENNIALSGEN XBOOMERS411WS1%95PART OF THE DENTSU CONSUMER NAVIGATOR SERIESMOST CONSUMERS FEEL THAT PETS BRING A POSITIVE ENERGY TO ADS FOR NON-PET BRANDS.Pet Owners Prospective Pet Owners are significantly more likely to notice that pets are being featured.43%8%8I%9%9%5%It always adds warmth,fun,and relatabilityIt only works when its clever and it feels new and unexpectedI dont notice or careIt only works for a few brands/categories where the presence of pets makes senseIt often feels forced or randomI dont like it:non-pet brands overuse petsWHICH OF THE FOLLOWING BEST REFLECTS HOW YOU FEEL ABOUT WHEN NON-PET BRANDS FEATURE PETS IN THEIR ADS?Gen.pop.Gen.pop.Pet Owners Prospective Pet OwnersPet Owners Prospective Pet Owners36PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONSUMERS WANT MORE PET-SAFE EVERYDAY PRODUCTS AND EASIER TO UNDERSTAND PET POLICIES FROM TRAVEL&QSR BRANDSTO WHAT EXTENT DO YOU AGREE WITH THE FOLLOWING STATEMENTS?60FdX%“I WOULD LIKE IT IF RESTAURANTS/FAST FOOD CHAINS MORE CLEARLY INDICATED ON THEIR WEBSITE/APPS WHAT THEIR PET POLICY IS”“I FIND IT HARD TO UNDERSTAND THE PET POLICY ON MOST TRAVEL/HOTEL WEBSITES AND APPS”“I WOULD LIKE IT IF ALL THE PRODUCTS I HAVE AROUND MY HOME MORE CLEARLY INDICATED WHETHER THEY ARE SAFE FOR PETS OR NOT”“I WOULD LIKE IT IF MORE OF THE SNACKS I EAT WERE SAFE FOR PETS TOO,AND INDICATED PET PORTION SIZES ON THEIR PACKAGING”2 in 3 would like products around their home(e.g.,snacks,household essentials,etc.)to more clearly indicate whether they are pet safe.Interest in snacks that both humans and pets can eat is also high.37PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPET OWNERS ARE LIKELY TO REWARD PET BRANDS THAT EMPATHIZE WITH THEM AND NON-PET BRANDS THAT CROSS THE PEOPLE/PET DIVIDETO WHAT EXTENT DO YOU AGREE WITH THE FOLLOWING STATEMENTS?518WQ%“I AM MORE LIKELY TO PURCHASE APPAREL BRANDS THAT DEVELOP PET CLOTHING COLLECTIONS”“I AM INTERESTED IN SECURING THERAPY/COUNSELING FOR ONE OR MORE OF MY PETS”“I AM MORE LIKELY TO CONTINUE PURCHASING PET BRANDS THAT SHOW EMPATHY TOWARDS ME WHEN I AM GRIEVING THE LOSS OF A PET”“I DO/WOULD PURCHASE PET INSURANCE FOR ALL MY PETS”Interest in therapy/counselling for pets is also surprisingly high:almost 4 in 10 Pet Owners.Most Pet Owners would purchase insurance for all their pets if they could afford it.38PART OF THE DENTSU CONSUMER NAVIGATOR SERIESIMPLICATIONS FOR MARKETERSTREAT“PET-IFICATION”AS YOUR NEXT ADJACENCY,NOT A GIMMICKConsumers already expect their favorite brands to make room for their pets.Whether youre in food,apparel,beauty,or wellness,extending into pet lines is now a credibility play,not a novelty.Test crossover collections and co-branded experiences that blur the line between human and pet products.BUILD EMOTION THROUGH THE PET LENSPets are a cultural shortcut to warmth and authenticity.From social content to brand storytelling,they deliver instant empathy.Use pets strategically to humanize your brand not as props,but as emotional connectors that embody care,loyalty,and joy.MAKE PET SAFETY AND POLICY RADICAL TRANSPARENCY MOMENTS.Consumers are anxious about whats safe for their pets and frustrated by vague policies.Lead with clarity label products,publish pet-friendly guidelines,and make inclusion easy to find.Transparency here builds trust across every category.EXTEND EMPATHY BEYOND OWNERSHIP MOMENTSPet relationships carry grief,joy,and deep attachment.Brands that recognize that emotional spectrum create enduring loyalty.Design touchpoints from bereavement messaging to insurance offers that acknowledge the full emotional lifecycle of pet companionship.S E C T I O N 0 439PART OF THE DENTSU CONSUMER NAVIGATOR SERIESFROM PET CARE TO PET TECH:THE DIGITAL FUTURE OF COMPANIONSHIPS E C T I O N 0 540PART OF THE DENTSU CONSUMER NAVIGATOR SERIESINTEREST IN TECH DEVICES FOR PETS IS HIGH AMONG ALL CONSUMERS,AND 1 IN 3 PET OWNERS HAVE ALREADY ADOPTED THEMVery interested/already use them322%Somewhat interested/curious to try377%Unsure/depends on cost and usefulness18%Not open/I think only traditional care should be used with pets13%HOW OPEN WOULD YOU BE TO USING TECH PRODUCTS FOR PET(E.G.,SMART COLLARS,AI TOYS,HEALTH TRACKERS)?Millennials over-index in both using these devices and being curious to try them,while Boomers are more skeptical.321G(%77A667%PetPetOwnersOwnersGen ZGen ZMillennialsMillennialsGen XGen XBoomersBoomers“I ALREADY USE THEM CURIOUS TO TRY THEM”69%“ALREADY USE CURIOUS TO TRY”69rdDAPART OF THE DENTSU CONSUMER NAVIGATOR SERIESA LARGE SHARE OF PET OWNERS TURN TO PET-DEDICATED CONTENT AND SMART DEVICES TO ENTERTAIN PETS AND CONNECT WITH THEM WHEN THEY ARE AWAYEvery time Im not home18%Most of the time Im not home21!%Every now and again24$%Rarely11%Never26&%HOW OFTEN DO YOU USE PET-DEDICATED CONTENT ON YOUR HOME DEVICES(E.G.,TV,ETC.)TO ENTERTAIN YOUR PET WHILE YOURE GONE?Only 1 in 4 never uses pet-dedicated content.This share is slightly higher for smart devices.39%“EVERY TIME MOST OF THE TIME”Every time Im not home17%Most of the time Im not home21!%Every now and again23#%Rarely10%Never29)%HOW OFTEN DO YOU USE PET-FOCUSED SMART DEVICES(E.G.,CAMERAS,TREAT DISPENSERS,ETC.)TO MONITOR/CONNECT WITH YOUR PET WHILE YOURE GONE?38%“EVERY TIME MOST OF THE TIME”42PART OF THE DENTSU CONSUMER NAVIGATOR SERIESMOST AMERICANS ARE COMFORTABLE WITH THE NOTION OF TECHNOLOGY PLAYING A BIGGER ROLE IN PETS LIVESVery comfortable300%Somewhat comfortable25%Neutral333%Somewhat uncomfortable5%5%Very uncomfortable7%7%HOW COMFORTABLE ARE YOU WITH PET HEALTH TECHNOLOGY(E.G.,TRACKING ACTIVITY,DETECTING ILLNESSES,OFFERING CARE SUGGESTIONS)?The level of comfort is higher for tech-enabled pet care,while more consumers are on the fence when it comes to AI interacting with pets.55%“COMFORTABLE”Very comfortable23#%Somewhat comfortable24$%Neutral366%Somewhat uncomfortable7%7%Very uncomfortable10%HOW COMFORTABLE ARE YOU WITH AI TECHNOLOGY INTERACTING WITH YOUR PETS(E.G.,TRACKING BEHAVIOURS,INTERACTING WITH THEM)?47%“COMFORTABLE”43PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONSUMERS TRUST PET SPECIALTY BRANDS TO DEVELOP AI FOR PET USE MORE THAN THEY TRUST TECHNOLOGY COMPANIES TO DO SOPet Owners and older consumer cohorts,especially Gen X,drive trust in pet specialty brands.Boomers are most likely not to trust Big Tech.36688BB6666%Gen ZGen ZMillennialsMillennialsGen XGen XBoomersBoomersWHICH TYPE OF BRAND WOULD YOU TRUST THE MOST TO DEVELOP AI TECHNOLOGY FOR PETS?Pet specialty companiesPet specialty companiesBig tech companiesBig tech companies31%6%8%60B%Im not comfortable with AIbeing used for petsStart-ups and emerging techcompaniesBig tech companies(e.g.,Apple,Microsoft,Amazon)Pet specialty brands(e.g.,Purina,Petco,Chewy)WHICH TYPE OF BRAND WOULD YOU TRUST THE MOST TO DEVELOP AI TECHNOLOGY FOR PETS?Pet OwnersPet OwnersGen.Pop.Gen.Pop.44PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONSUMERS ARE SPLIT WHEN IT COMES TO INTEREST IN TECH-ENABLED PETSInterest is highest in virtual pets to accompany consumers avatars in video games.103)2(WVRU%A robot pet(e.g.,an AI-enabled automated robot thatloosely resembles a pet,in terms of#of legs,etc.)A virtual pet to interact with on my devices through adedicated appA virtual pet for my avatar in a videogameA synthetic pet(e.g.,an AI-enabled,automated robot thatclosely resembles a pet in terms of fur,texture,body heat)WHICH,IF ANY,OF THE FOLLOWING TECH-ENABLED PETS DO YOU HAVE OR WOULD BE INTERESTED IN HAVING?I have thisI have thisI would be interested in thisI would be interested in thisI am not interested in thisI am not interested in this45PART OF THE DENTSU CONSUMER NAVIGATOR SERIESAMERICANS AND PET OWNERS ABOVE ALL ARE GETTING READY FOR THE ATTACK OF THE PET CLONESCloning an animals personality into a synthetic pet garners more interest than cloning pets into other animals.Interestingly,Pet Owners are less likely to be opposed to the notion of cloning animals or their personalities.22!& R! Y%Cloning an animal pet personality and embedding it into a synthetic petCloning an animal pet into another animal petCloning an animal pet personality and embedding it into a robot petCloning an animal pet personality and embedding it into a virtual petNone of the above:I think its healthier to adopt/rescue/breed another animal toreplace pets when they passWHICH OF THE FOLLOWING PET CLONES WOULD INTEREST YOU,IF TECH MADE IT POSSIBLE&YOU HAD THE FINANCIAL MEANS TO AFFORD THEM?Gen.pop.Gen.pop.Pet OwnersPet OwnersProspective Pet OwnersProspective Pet Owners46PART OF THE DENTSU CONSUMER NAVIGATOR SERIESMEN,YOUNGER CONSUMERS,AND AMERICANS WHO LIVE IN URBAN AREAS ARE MORE LIKELY TO BE OPEN TO THE NOTION OF PET CLONESPossibly due to the practical implications tied to owning animal pets who need looking after,consumers who live with children in their household are also more likely to be open to this idea.51Qii99AAhhDDpprrBBPPyy%MenWomenGen ZMillennialsGen XBoomersUrbanSuburbanRuralHave childrenPlan to have childrenDont plan to have childrenI THINK ITS HEALTHIER TO ADOPT/RESCUE/BREED ANOTHER ANIMAL TO REPLACE PETS WHEN THEY PASS47PART OF THE DENTSU CONSUMER NAVIGATOR SERIESIMPLICATIONS FOR MARKETERSBUILD TRUST AT THE INTERSECTION OF PETS AND TECHConsumers are far more willing to hand their data and their pets to brands they already trust.Pet specialists have the credibility;tech firms have the capability.Form alliances that merge emotional trust with technological mastery,white-labeling where needed to scale faster than Big Tech can.TURN“FOMP”INTO A PLATFORM FOR INNOVATIONThe anxiety of leaving pets alone is birthing new categories connected feeders,live-stream cams,AI-powered companions.Design or partner around experiences that soothe separation guilt and extend everyday connection from smart-home integrations to content bundles that keep owners emotionally tethered.PREPARE FOR A HYBRID FUTURE OF REAL AND VIRTUAL COMPANIONSAs AI companions,clones,and robotic pets move from fiction to marketplace,pet care will splinter between the physical and the synthetic.Decide early whether your brand leads that frontier or stands for the authenticity of real-world animal bonds either position can win if its owned with conviction.RE-IMAGINE LOYALTY IN A CONNECTED PET ECOSYSTEMWhen the pet,the home,and the device are all part of one data loop,the definition of brand loyalty changes.Use connected services,behavioral data,and predictive care to create always-on relationships not just transactions between owners,pets,and your brand.S E C T I O N 0 548PART OF THE DENTSU CONSUMER NAVIGATOR SERIESMEET OUR CONTRIBUTORSJACK BOITANIVP,ContentDIRK HERBERTGlobal Head of Thought LeadershipMEGAN KEANEVP,Integrated StrategyNAVEED SHAKOORStrategy InternJOANN SHINStrategy InternTHANK YOUDentsu is an integrated growth and transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over 145 countries and regions,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.https:/ B O U T D E N T S U

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