In this article:
- Millions of pets were, and are, abandoned as we slowly regain normal life
- Some raise the pet adoption flag, representing a win-win for pets and brands
Let’s get this out of the way quickly. More pets than ever were adopted (bought?) during the height of the pandemic. As the COVID nightmare is on a wind-down for humans, many of these pets are only beginning their bad dream: abandonment.
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According to the Sydney Morning Herald, Animal Medicines Australia estimated that 47 percent of Australian households owned a dog in 2021, rising from 40 percent in 2019. The number of pet dogs rose from 5.1 million to 6.3 million. Remember the time when this was heart-warming?
It wasn’t to be, though, and mass abandonment ensued as people as soon as a semblance of normality materialized. It’s challenging the gauge the exact numbers, but reports are abundant. Like The Guardian’s on traffic to the “giving up your dog” pages of Dogs Trust, the largest dog welfare charity in the UK, which was up 100% come July of 2021, when the government lifted restrictions altogether, compared with February 2021, and 180% higher than in February 2020, before the UK’s first lockdown.
More brands step out of their comfort zone to support issues, think Nike’s For once, don’t do it, Tommy Hilfiger and ‘Moving Forward Together’ to name a couple. They do it because they care, sure, but also because they feel their audience expects them to take a stand. From a bottom-line point of view, it’s worth more for them to be involved than not. So should you step up and take ownership of pet adoption? We think so, and your audience will probably agree.
Just ask Pedigree. In December of 2021, the brand launched an all-new stray adoption campaign in India with the hashtag #BeIndieProud. India has an estimated homeless dog population of 62 million(!). The campaign, backed by 30-plus partner NGOs across the country, used a dedicated toll-free number to clarify any queries regarding the adoptions of the indie stray and aimed to reach a target of 5,000 adoptions.
Or ask Mars Petcare. In July of 2021, they launched a new campaign to help end pet homelessness. The ‘Adoption Mission’ saw the brand donate three million meals through its Pedigree and Whiskas brands to dogs and cats in rescue centers across the UK.
So, as always, with lemons come thoughts of marketing lemonade. Pet brands, and others, can generate positive sentiment and make an actual social impact using dog and pet adoption, a topic above reproach. How often does this opportunity present itself?
Just ask Queen Elizabeth II (huh?). The Queen loves her pet dogs and has owned at least 30 in her lifetime. Just last week, she’s added a new Cocker Spaniel to her pet family, named Lissy. Now, that dog is living the dream.