Gone are the days of feeding Fido leftovers from dinner. As people increasingly see their pets as part of the family, many are looking to splash out on foods with added benefits. Catering to this, Pooch & Mutt is a high-end pet food brand that claims to benefit pooches’ physical and mental health.

For a new generation of pet owners, spurred on by the pandemic, the emotional health of their animals is more important than ever before. Petpuls’ AI-powered dog collar promises to deepen the pet-owner relationship and provide emotional transparency by giving dogs a voice.

Dog food brand Pedigree has launched 'Dog Dates', a campaign that matches elderly people with dogs in their local area. The campaign plays on the benefits of spending time with pets as a remedy to loneliness, and serves to portray Pedigree as a brand that does more than just sell dog food.

Whether due to divorce, bereavement, or family relocation, loneliness is an everyday issue for many American Boomers. But as members of this aging cohort sharpen their tech skills, they’re being exposed to apps and devices that help them establish new connections both online and IRL.