PETS

What happens when pet parenthood goes from a playful co-option to a sincere identity? Boise State University’s Shelly Volsche discusses the ever-more-prominent role of pets in society and how it shapes the rest of our lives.

As the pet product market and other markets explode, brands can use community panels to tap into the emotional drivers behind pet ownership, says Ipsos’ Kristy Click.

John McHale, inventor of the Shazam band, thinks AI-powered pet collars could change the ways pets and people communicate and care for each other. Here’s how — and why.

More Americans are treating their pets like people — and what’s for dinner is no exception. Hill's Pet Nutrition’s Yvonne Hsu explains how pet diets are evolving and what that shift means for other sectors.

Ipsos’ Keri Christensen explains how research can help brands balance the competing demands for premiumization and affordable prices in a widening pet care market.

Zoetis’ Jamie Brannan in conversation on the economics of pet ownership, the shifting landscape of pet care, and the ways animal companionship can improve human wellbeing.

Mars Pet Nutrition North America’s Lisa Campbell explains the trends that are reshaping the pet food market, from sustainable sourcing to human-grade ingredients.

Ipsos Strategy3’s Matt Palmer considers the forces shaping the human-pet bond and how it could evolve in the years to come.

What the Future’s Matt Carmichael considers what will come next for the $150 billion pet industry and how businesses can prepare for a future where pets are even more prevalent.