Animals have become a key part of Australian families, and they’re reaping the benefits. As Australian pet-owners, especially Gen Yers and Zers, embrace the array of new options in the pet-care space, how can brands support pet parents in ensuring their animals are happy and healthy?

For a new generation of pet owners, spurred on by the pandemic, the emotional health of their animals is more important than ever before. Petpuls’ AI-powered dog collar promises to deepen the pet-owner relationship and provide emotional transparency by giving dogs a voice.

Traditional pet food manufacturing processes are no longer acceptable to a new breed of pet parents who are projecting human values around health and wellbeing on to their animals. The Honest Kitchen is catering to this expectation with food that’s good enough for people to eat.

The pandemic highlighted the mental and emotional value of pets as they became a source of comfort and companionship to those who were isolated and alone during lockdowns. Coles supermarket is giving pet-owners the chance to spoil their dogs with a diverse array of doggie-delicacies.