Olson Zaltman blog

Pets > kids

James Forr — Wed, 19 Aug 2026 20:24:28 GMT

A recent market research report is going to leave a lot of would-be-grandparents a little less hopeful.

In July, The Harris Poll published a pet-focused survey of over 2,000 Americans and found that a majority of Gen Z and Millennial respondents have considered building a life around pets in lieu of children.

Good news if you work in the pet industry. According to the American Pet Products Association (APPA), total pet expenditures in the U.S. have jumped from $103 billion in 2020 to $158 billion in 2025, with a projected value of $165 billion for 2026.

Innovation within the industry focuses heavily on the development of new pet foods and health monitoring technology. Products like the Fi Collar, which offers advanced GPS tracking of your dog as well as AI-driven behavioral analysis represent the leading edge of development.

But what’s driving a potential shift toward pet ownership as an alternative to parenthood? The Harris Poll survey results offer some explanation, with affordability being cited as the number one reason an American Gen Z or Millennial might decide on pets over children.

But that doesn’t explain why consumers choose pets. Why wouldn’t they opt out of caregiving altogether? In fact, the poll shows that pet parents are willing to spend the money on their companion animals – even if it means reducing other personal expenses, like eating out.

Getting to the root of this question requires a dive into some emotionally rich territory – the role that pets play in our lives. If we look across the fabric of society, what are the factors influencing the shift from “We keep the hunting dogs outside” to “My dog needs this $90 sweater?”

Tracking the cultural and psychological narratives around pet ownership could unlock the deep-seated motivators driving the burgeoning pet industry. Brand strategies and messaging that tap into this seemingly ineffable bond between humans and our non-human companions have an emotional resonance that offers significant strategic advantage with these consumers.

Every dog has its day

James Forr — Wed, 19 Aug 2026 20:03:48 GMT

Pedigree Brasil won Gold this year at the Cannes Lions International Festival of Creativity 2026 for its “Caramelo” campaign. The campaign, which won for “Creative Effectiveness,” highlights how a brand can effectively leverage social insight for short- and long-term marketing gains.

It started with Brazil’s most beloved dog – the Caramelo, or “caramel-colored dog.” Despite being considered a “vira-lata,” or mutt, the Caramelo is a cultural icon in Brazil. Yet, these types of dogs are still the most common type in shelters and are 90% less likely to be adopted than a purebred.

Pedigree saw this problem as an opportunity to not only uplift the Caramelo but to reconcile its own brand positioning. Pedigree had claimed to be a brand for all dogs, yet its name was inherently exclusionary toward mixed-breeds.

So Pedigree set out to elevate the status of Caramelo. The campaign included a massive genetics study featuring over 300 Caramelos, the establishment of the official Caramelo Kennel Club, and a Caramelo dog show, among other initiatives. The Caramelo has even become the first mutt to be used on Pedigree packaging. In redefining the Caramelo, Pedigree has redefined its own identity, living up to its promise as a brand for all dogs.

Purpose marketing can be tricky. Without a clear natural fit between brand and purpose and a meaningful impact, these types of ads run the risk of appearing performative. Pedigree’s “Caramelo” campaign is a successful case for addressing a social problem to drive growth. The brand enjoyed massive gains in visibility and engagement from the public as well as sales linked to the campaign. Plus, dog adoption rates went up!

Strategically, this campaign made sense for Pedigree. More dogs in homes means more occasions to buy dog food. “Caramelo” is expected to continue driving growth for Pedigree in the Brazilian market and is considered scalable globally. There’s no shortage of mutts across the world… Maybe they’ll all soon be getting the “Pedigree” treatment.