The UK is a nation of animal lovers, yet with the average lifetime cost of owning a dog being £16,000, getting one is an impossible dream for many people. Now, thanks to BorrowMyDoggy, those that crave the companionship of a canine can share a pooch at the touch of a button.

A nice, full bath, followed by a quick trim and blow-dry sounds like a relaxing afternoon. Your dog thinks so too, according to Pets at Home. It's providing grooming services, veterinary appointments and premium pet food all under one roof. And rapidly rising profits suggest it's onto something.

No one can resist puppy dog eyes – whether it's for your own dog or a stranger's on the tube. The reason you can’t get enough of your dog is now scientifically proven – people don’t exaggerate when they say they love their dogs; they feel the same affection for them as they do their own families.

Buying organic rabbit food, brushing your cat’s teeth, and sending your dog for hydrotherapy are no longer considered eccentricities. Pets are taking on human status, and they’re being treated accordingly. How can brands help enrich the lives of pet parents and their beloved fur babies?