Shannan Sterne is an award-nominated journalist, copywriter, mentor, and consultant published globally. She has experience at world-renowned retail organisations, national consumer glossies, creative content agencies and industry trade magazines. Sterne is a copy consultant for global skincare brand StriVectin, a reporter for Canvas8, and a social media strategist for Invito Design. She has also guest lectured at Condé Nast College of Fashion and Design and Falmouth University. Sterne has previously written for titles including Harrods, Superdrug, Red, 

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Michael Kim is the founder and CEO of the industry-leading science-driven dog-skincare brand Floof. He has a background in strategy and management at various brands, including Walmart, Toyota Tsusho, and Dr. Squatch.

Karen Cornish is a freelance pet writer with over 20 years of industry experience. She worked at 

 for over ten years, rising to the position of deputy editor. She remains a contributing editor at 

and has also researched and ghostwritten multiple books for a well-known veterinary surgeon.

Gen Y (born 1982-1996)

United States

Home and Relationships

Pets

Pet Keen

Interview with Michael Kim conducted by the author

Within Health

Fortune Business Insights

Virtual College

World Brand Design

LinkedIn

Pew Research Center

Pet Helpful

Marie Claire

Interview with Karen Cornish conducted by the author

BLVR

Exploding Topics

Grand View Research

Forbes

Agility PR

Pet wellness is becoming increasingly popular as our canine companions become family members to their pet parents. Human-grade dog skincare brand Floof is at the forefront of this fast-growing industry, helping pet parents improve the overall health and wellbeing of their fluffy friends.