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.

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.

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?

People are choosing cats over kids in China, as pet ownership soars against the backdrop of declining birth rates. For many young Chinese adults, this choice is a silent act of defiance against a government that is unnecessarily and overly involved in their family planning.

Pet parenthood is booming in China as young people choose fur babies over the cost of starting a family. KFC’s popcorn chicken collaboration with pet furniture brand PURROOM caters to the culinary desires of pet owners while satisfying their need to spoil their furry friends.