Animals have become a key part of Australian families, and they’re reaping the benefits. As Australian pet-owners, especially Gen Yers and Zers, embrace the array of new options in the pet-care space, how can brands support pet parents in ensuring their animals are happy and healthy?

Traditional pet food manufacturing processes are no longer acceptable to a new breed of pet parents who are projecting human values around health and wellbeing on to their animals. The Honest Kitchen is catering to this expectation with food that’s good enough for people to eat.

An influx of enquiries into pet adoption has seen the Battersea Dogs and Cats Home rehoming more furry friends during the lockdown period. With people conscious of the positive mental health effects of being around animals, they’re turning to pets for comfort and emotional connection.

To counter feelings of isolation and anxiety in lockdown, some people are finding comfort in animals, leading to an uptick in pet adoptions. And for those without the time or space for a real furry friend, virtual pet adoptions are giving them a sense of purpose and responsibility that they can focus on.