Despite the ever-increasing cost of living, pet owners continue to treat their pets to extreme luxury against a backdrop of Gen Zers and Yers choosing pets over children. How can brands tap into this growing market of canine indulgence in the products and services they provide?

A study has found that Gen Z pet owners are more willing to make sacrifices for their furry friends than any other generation in America. As younger cohorts increasingly delay parenthood, pets are fulfilling their desire for something to care for and love as part of the family.

Gucci has unveiled its first collection of pet clothing, accessories and home items, created using recycled materials and the brand's own animal-free material, Demetra. The move demonstrates not only the growing space for luxurious pet products but also the ways brands can promote eco-luxury.

Pet wellness is becoming increasingly popular as our canine companions become family members to their pet parents. Human-grade dog skincare brand Floof is at the forefront of this fast-growing industry, helping pet parents improve the overall health and wellbeing of their fluffy friends.