The pandemic shone a light on family units, accelerating conversations about alternative relationship structures and challenging existing norms. But in this climate of embracing the ‘non-nuclear’ family, what can brands and businesses do to support shifting ideals around togetherness?

The pet owner sector is going from strength to strength. In its first TV campaign, Good Boy playfully focuses on the joy that a pet can offer. With many new pet owners due to the pandemic, petcare brands are dialling up their efforts to attract and maintain customers.

A survey from the American Pet Products Association has found that Gen Zers and Yers make up half of the pet-owning population. These findings reflect the changing profile of pet owners, with animals taking a central role in Gen Z's lives, often before they start families or find partners.

Pet parenthood is booming in China as young people choose fur babies over the cost of starting a family. KFC’s popcorn chicken collaboration with pet furniture brand PURROOM caters to the culinary desires of pet owners while satisfying their need to spoil their furry friends.