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?

People love their pets – the rise of the 'pet parents' who love pampering their pooches demonstrates this. And new research suggests keeping a pet can have benefits for human children beyond simply ceasing their demands for one – furry friends can actually aid kids' development.

Want to be part of an evolved and envied elite that’s highly educated, successful, prosperous and enjoying great sex? Simple – don’t have kids. Birth rates amongst 20-something Americans are at their lowest ever and the ‘childfree by choice’ demographic is wealthier, healthier and happier. But why?

There’s a reason that dogs are a man’s best friend, and when Fido goes missing it’s any pet owner's nightmare. But now, Pedigree is hoping to give pet owners peace of mind if their pooch goes astray with is app Found, which uses mobile ads to find lost pets.