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.

Animals have become a key part of Australian families, and they’re reaping the benefits. As Australian pet-owners, especially Gen Yers and Zers, embrace the array of new options in the pet-care space, how can brands support pet parents in ensuring their animals are happy and healthy?

The pet economy has soared in recent years, with Gen Yers, in particular, seeing pets as part of the family. As a result, sales of premium treats and accessories have grown, and with a survey showing that owners are concerned about their pets’ health, the pet wellbeing space looks likely to thrive, too.

An influx of enquiries into pet adoption has seen the Battersea Dogs and Cats Home rehoming more furry friends during the lockdown period. With people conscious of the positive mental health effects of being around animals, they’re turning to pets for comfort and emotional connection.