Buying organic rabbit food, brushing your cat’s teeth, and sending your dog for hydrotherapy are no longer considered eccentricities. Pets are taking on human status, and they’re being treated accordingly. How can brands help enrich the lives of pet parents and their beloved fur babies?

The UK is a nation of animal lovers, yet with the average lifetime cost of owning a dog being £16,000, getting one is an impossible dream for many people. Now, thanks to BorrowMyDoggy, those that crave the companionship of a canine can share a pooch at the touch of a button.

Thanks to higher incomes and more open economic policies, Chinese consumer culture has seen a meteoric rise over the last decade. But with an increase in affluence comes an increase in the desire for new stuff. They say money can’t buy you happiness, but China’s shoppers are willing to try.

Regular health checks and acupuncture, gourmet food, premium hair dye, and miniature jewel-encrusted garments. These are the luxuries that the beloved pets of China’s middle class have grown accustomed to, and their doting owners are spending billions on their upkeep.