05/12/2026
Brands should be more like Chewy. Yes, the dog food brand.
When someone’s dog dies, the last thing on their mind is canceling their monthly pet food subscription.
Inevitably, the next shipment arrives—a painful reminder of their loss.
Chewy knows this can happen. So, what do they do?
Chewy doesn’t just refund the food. They tell the customer to donate it to a local shelter or give it to a friend. Days later, a bouquet of flowers shows up.
It’s not a campaign. It’s a brand showing up like a human.
While most companies are chasing clicks, impressions, and conversions, Chewy is quietly building lifelong customers by doing one thing right: Caring.
Stop chasing attention.
Start earning devotion.
Make kindness a KPI (Key Performance Indicator).
