The pandemic has taken pet parenting to a whole new level. With stress heightened and fewer things to spend on, people are splurging on their pets. Playing into this space, Ben & Jerry’s has launched a range of frozen desserts for dogs, joining a line of brands with animal-friendly human treats.

Dogs have become fairly regular features of modern workplaces, but what about pet adoption stipends and pawternity leave? As Gen Yers put off having children, a number of companies are incentivizing pet ownership to better cater to the lifestyles of young professionals.

Americans are increasingly prioritizing their pets’ health and wellbeing. Canvas8 spoke to seven people across the US to get a better idea of pet owners’ changing relationships with and concerns about their pets, as well as to better understand their expectations from pet brands and services.

Pet ownership surged as a result of the pandemic, with around 3.2 million being purchased within the first 12 months. Pets at Home has seen great success during this period, achieving £1 billion worth of sales for the first time ever thanks to its omnichannel and highly personalised approach.