10/20/2026
🐶🐱 Pets are having a moment—so much so that even brands that don’t directly compete in the category are finding ways to lean into cat and dog culture. It’s happening via partnerships, experiential marketing, special products and even design touches that keep pets in mind, all with the same goal: to curry favor with pet owners while tapping into the heaps of cash Americans spend on their furry friends each year. But marketers beware: brands that overreach risk looking like they are pandering.
The opportunities are immense: spending on pets in the U.S. is expected to grow from about $150 billion today to more than $250 billion in the next decade, according to Bloomberg Intelligence, which notes that the spending is increasingly growing beyond traditional preventative care.
🔗 Read the full story for some dos and don’ts for putting pets in your advertising playbook: https://adage.com/brand-marketing/aa-brand-advice-pet-culture-marketing/
