As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

As people prioritise their pet's health and wellbeing, many people are seeking food that’s functional and sustainable. By providing products that emphasise pet wellness through plant-based nutrition, The Pack is re-energising the sector while also tackling the industry’s sustainability problem.

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.

Research has revealed that American pet owners are being forced to make changes to their pet routines amid soaring prices. From food to healthcare, pet parents are feeling the pinch, opening opportunities for brands to offer cost-friendly ways for people to meet their furry friends' needs.

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.