In a world where our pets are often treated as family members, it’s no surprise that the pet industry has exploded. In the U.S. alone, pet spending reached over $140 billion in 2024, according to the American Pet Products Association. But behind those billions lies a fiercely competitive market, where only the smartest brands truly connect with pet owners in meaningful, lasting ways. When done right, pet marketing isn’t just about flashy campaigns or celebrity pets—it’s about authenticity, emotional resonance, community-building, and a deep understanding of the human-animal bond.
This op-ed explores what it means to do pet marketing well in today’s saturated marketplace, spotlighting strategies and brands that stand out not only for their creativity but also for their ethical alignment with the values of modern pet owners.
The Emotional Core: Love, Loyalty, and Loss
Great pet marketing starts with emotion. Unlike many consumer categories, pet products and services are often purchased with the heart, not the head. Brands that understand the emotional life of pet owners—joy, companionship, humor, even grief—build stronger, more loyal followings.
Take Chewy, for instance. Known for its customer service, Chewy has built a brand identity around care and empathy. Their handwritten cards and spontaneous pet portraits for customers may not scale in traditional ROI terms, but they drive enormous word-of-mouth and repeat business. The company even sends condolence flowers when customers report the loss of a pet. These gestures aren’t just kind—they’re strategic. They affirm Chewy’s position not just as a retailer, but as a partner in the pet journey.
Similarly, Pedigree’s “Feed the Good” campaign tapped into a universal emotional truth: pets bring out the best in humans. By aligning their brand with stories of transformation and healing through pet adoption, Pedigree positioned itself not only as a dog food brand but as a social movement. The result? Deeper trust and emotional buy-in.
Storytelling, Not Selling
Consumers today don’t want to be sold—they want to be moved. The best pet brands understand this, using narrative-driven content that goes beyond the product.
BarkBox, the subscription box for dogs, excels in storytelling. Each box is themed and paired with fun, humorous content that builds a sense of adventure and surprise. Their marketing doesn’t push product features—it builds a shared experience between dogs and their humans. Their copy is witty, their designs playful, and their social media deeply community-focused. BarkBox’s approach makes receiving their product feel like participating in an inside joke, a secret club where your pet’s happiness is the priority.
Even more subtly, The Farmer’s Dog markets itself as a lifestyle choice rather than just a food brand. Through cinematic ad campaigns featuring real pet-owner stories, they elevate the mundane act of feeding your dog into a moral and emotional decision. Their “food is love” message aligns with a health-conscious generation of pet parents who scrutinize labels and expect transparency.
Influencer Marketing Done Right
Pet influencers are big business. From Grumpy Cat (RIP) to Jiffpom and Nala Cat, these animal celebrities can command six-figure brand deals. But smart pet marketers look beyond follower counts to authenticity and engagement.
Petco, for example, doesn’t just throw money at the most famous pet accounts. They work with micro-influencers—pet parents with smaller but more loyal followings—to create authentic content that speaks to specific demographics. A dog-loving yoga instructor promoting Petco’s line of wellness products feels real, not forced.
Then there’s Native Pet, a DTC supplement brand that partners with everyday pet owners and vets to share before-and-after stories of pets who’ve benefited from their formulas. These aren’t glitzy endorsements—they’re genuine testimonials. The key is relatability and credibility, not just reach.
Omnichannel, Not Overkill
The best pet marketers understand that today’s pet owner toggles between online and offline experiences seamlessly. They shop at brick-and-mortar stores, order online, engage on social media, and expect a unified brand experience at every touchpoint.
PetSmart has embraced this omnichannel reality by integrating in-store events, grooming services, and adoption partnerships with a robust e-commerce platform and digital content hub. Their partnership with Banfield Pet Hospitals also adds a health-and-wellness dimension that feels holistic. A PetSmart customer isn’t just buying toys—they’re accessing a suite of pet care solutions under one trusted roof.
Startups like Wild One, meanwhile, have perfected the Instagram-to-doorstep pipeline. Their minimalist, stylish pet accessories are designed for the millennial aesthetic and marketed with stunning visual consistency. The unboxing experience is Instagrammable, and their loyalty program keeps customers engaged after the first purchase.
Education as a Value-Add
Many brands elevate their positioning by becoming trusted sources of information. This is especially important in categories like pet nutrition, health, and training, where misinformation is rampant.
Open Farm, a sustainable pet food brand, anchors its marketing in education. Their website isn’t just a product catalog—it’s a knowledge base on ethical sourcing, nutritional transparency, and environmental impact. By providing real insights, they earn consumer trust and differentiate themselves in a crowded premium market.
Similarly, Trupanion, a pet insurance company, leans into educational content to demystify insurance policies and help customers make informed decisions. Their blog and webinars turn a dry, complex product into a caring, helpful resource—an essential repositioning for a service that can be viewed with skepticism.
Diversity, Inclusion, and Social Impact
Modern consumers increasingly expect brands to reflect their values. Diversity, equity, and inclusion (DEI) efforts are no longer optional—they’re table stakes. The best pet marketers embrace this truth authentically.
Petfinder, for example, has made efforts to highlight stories of pet adoption across a wide range of family structures, communities, and geographic areas. Their campaigns avoid a one-size-fits-all portrayal of pet ownership, opting instead for an inclusive, realistic vision of who pet parents are.
BetterVet, a mobile veterinary care provider, recently launched a campaign showcasing BIPOC and LGBTQ+ pet parents in leadership and care roles, challenging stereotypes and expanding representation in the veterinary field.
Moreover, brands like Earth Animal and West Paw back up their marketing with real social responsibility—investing in animal welfare causes, using eco-friendly materials, and supporting local shelters through every sale. When these efforts are communicated clearly and without self-congratulation, they resonate deeply with today’s conscious consumers.
Lessons from Failures
For every success story in pet marketing, there are cautionary tales. Brands that rely on gimmicks or exploit emotions without delivering real value can backfire spectacularly.
One such example is brands that “pinkwash” pet cancer awareness without directing meaningful proceeds to research or care initiatives. Pet parents are savvy—they can tell when a cause is being used as a marketing ploy rather than a sincere mission. Authenticity isn’t just a buzzword—it’s a prerequisite.
Over-reliance on nostalgia can also be risky. Brands that lean too heavily on the “Rainbow Bridge” narrative without supporting real end-of-life care resources can alienate rather than comfort. Consumers want real help, not just sentimentality.
What Pet Marketing Gets Right About the Future of Branding
In many ways, pet marketing serves as a case study for the future of all consumer branding:
- It’s community-driven. Smart pet brands invest in forums, social groups, and peer-to-peer content. They create belonging.
- It’s personalized. From custom tags to breed-specific nutrition, personalization is no longer a luxury—it’s expected.
- It’s purpose-led. The most beloved brands are doing more than selling—they’re standing for something.
- It’s experiential. Whether through pop-up events, dog-friendly festivals, or immersive online quizzes, engagement is increasingly interactive.
Pet marketing, when done well, shows us what it looks like to meet customers where they are—heart-first. It’s not about manipulation; it’s about meaning. The stakes are high because the emotions are real. After all, we’re not just buying for pets—we’re buying for family.
Conclusion: Marketing with Heart (and Fur)
The pet care industry isn’t slowing down. As Gen Z enters its prime pet parenting years and the humanization of pets continues to rise, the competition for attention—and affection—will only intensify. But the brands that will thrive are those who go beyond surface-level engagement. They’ll be the ones who treat pet marketing as a craft, a conversation, and a commitment.
From Chewy’s empathy to BarkBox’s creativity, from Open Farm’s transparency to Petco’s integration, the blueprint is clear: Understand your customer, care about their world, and speak to both the head and the heart.
Because when it comes to our pets, we don’t just want a brand—we want a best friend.
