Pets are People too, using the humanization of pets as a marketing tool.


Humanization of Pets in Marketing - Summary
Lily Fairchild

There are many ways that the humanization of pets has become obvious in our world. Exciting new products are popping up all the time for pets that take their health, or emotional condition into account. Gone are the days when dogs and cats were just animals who hung out with us, and we fed occasionally. Our animal friends have turned into just that, friends. We don’t just feed them, we make them a part of our lives. There are veterinary oncologists for doggy chemo, and cancer care. And pet therapists who make sure your animal friend’s emotional needs are being met. There are airlines where only dogs are allowed as passengers, it’s unclear if sedated humans are allowed to fly in crates in the cargo hold, but it’s unlikely. There are hotels for dogs to have romantic interludes, their human companions can book them a room with heart shaped mirrors, soft lighting, and mood music.


Non-food pet supplies are an industry where growth is explosive. It is expected to grow by just over $5 billion by 2011 to reach $11 billion in revenue. 635% of all US households own at least one pet. Households earning $70,000 or more annually are expected to increase their spending in the non-food pet supplies market from 22% in 1995, to as much as 45% by 2012.


This trend shows not only the humanization of pets, but also that their owners are not just owners but they are becoming parents. As Baby Boomers become empty nesters, and their children are having kids later and later in life, pets are often taking on the role of children or grand children. Also as the number of duel income families with no kids rises so too does the disposable income available to be put into pampering a beloved pooch or feline.