We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Pet ownership surged as a result of the pandemic, with around 3.2 million being purchased within the first 12 months. Pets at Home has seen great success during this period, achieving £1 billion worth of sales for the first time ever thanks to its omnichannel and highly personalised approach.

Pets have proven mental and physical health benefits for those lucky enough to own one, but they are especially beneficial for older Boomers who are leading the generations in annual pet food spending. What are they feeding their furry friends, and what can brands do to cater to this growing market?

Americans are spending more on their four-legged friends than ever before, with expensive dog food, high-design spaces, and ‘barkitecture’ becoming more popular. As many new homeowners take their pets into account when purchasing property, how is pet ownership affecting our homes and living spaces?

Gen Yers and Zers are having fewer children yet becoming pet owners at a higher rate. With fur families becoming the norm for career-oriented, cash-strapped, and climate-scared young adults, how can brands respond to shifting attitudes around human-animal companionship and wellbeing?