How pet parents are shaping the future of the pet business and beyond
Pet ownership is transforming society. Discover how evolving human-animal bonds will reshape industries, urban living and social norms in an increasingly pet-centric future.
The pet industry is booming, with $150 billion in U.S. sales and 80% of younger households owning pets. But shifting demographics, urbanization and economic pressures are reshaping the landscape of pet ownership and care.
For pet product manufacturers, service providers, and policymakers, understanding the evolving human-animal bond is crucial. The tools and technologies for pet care are advancing rapidly, from AI-assisted health monitoring to premium nutrition tailored for urban living.
What the Future: Pets explores critical questions for this new era of companionship through the lens of five professionals deeply embedded in the pet industry. How will urbanization impact pet ownership? What strategies resonate with pet parents seeking premium experiences? How do you balance pet-friendly policies with the needs of non-pet owners? How are pets replacing children in households?
Dive into expert interviews and fresh data on the dynamics of pet ownership across generations and lifestyles. Whether you're developing pet products, creating housing policies or adapting workplaces for pet parents, keep reading to learn how to navigate the future of the pet industry and shape the evolving role of companion animals in society.
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For full results, please refer to the annotated questionnaire or the Ipsos What the Future: Pets Survey data tables
Letter from the Editor
How companies can prepare for the changing status of pets in the future Matt Carmichael, What the Future editor |
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Shifts
Shifts: How will our relationship with pets inform purchase behaviors? Matt Palmer, consultant, Ipsos Strategy3 |
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Interviews & Features
How pet food is evolving to fit modern lifestyles Lisa Campbell, senior vice president, corporate affairs, Mars Pet Nutrition North America |
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How making pet care more affordable could make people healthier Jamie Brannan, chief commercial officer, Zoetis |
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How brands can balance price and premiumization in evolving markets Brand insights from Ipsos’ Keri Christensen |
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How humanizing pets is reshaping pet owners’ habits Yvonne Hsu, general manager, U.S., Hill's Pet Nutrition |
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How AI could revolutionize how we connect with and care for our pets John McHale, CEO, Personifi AI |
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How community panels help brands tap into growing trends Brand insights from Ipsos’ Kristy Click |
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What elevating pets in our families and society means for business Shelly Volsche, affiliate faculty at Boise State University |
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Implications: Where the opportunities are for… Brand insights from Ipsos experts |
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Read next → |
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