PPB April 2015

OMPANION ANIMALS OCCUPY the time

and thoughts of millions of Americans, and the

breadth of the pet market reflects consumers’ var-

ied pet-related pursuits. Training groups, rescue

organizations, natural-food companies and shel-

ters are just a few potential clients whose missions and visions

can be expertly communicated through promotional products—

and not just products for pets, but for pet-lovers as well.

The pet-lovers who have contributed the most to the explo-

sion in related spending are Baby Boomers, according to industry

expert Kristen Levine. “There’s a distinct parallel between the

lifestyle changes encountered by Americans ages 50-plus and the

physical, mental and social benefits to be gained through pet

parenting,” she says.

This ‘parenting’ has translated into a sharp rise in spending,

from $17 billion in 1997 to almost $60 billion last year, she adds.

In response, Levine launched the Pet Living 50+ Program,

which seeks to unite the pet-centric, Baby Boomer, senior and

caregiving markets and to help pet-friendly companies better

connect to this particular audience. “Americans ages 50-plus con-

trol 80 percent of all net worth,” says Levine. “With the amount

this demographic spends on pets, natural overlaps exist.”

Animal rescue groups are among the most recognized pet-

centric organizations whose use of promotional products goes

hand-in-hand with their fundraising and awareness efforts. The

ASPCA is a household name among pet-lovers, and as the old-

est society of its kind in North America, the ASPCA set the

standard for rescue organizations. ASPCA-branded promotional

items number in the dozens, and the group maintains a company

store through its website.

Another niche demographic whose pet focus has gained

national attention in recent years is the service animal community.

Though service animals have been trained to assist people with

disabilities such as blindness, paralysis and epilepsy, service ani-

mals today are more often associated with disabled veterans.

Nonprofit organizations such as The Battle Buddy

Foundation use promotional items to increase awareness and

raise funds to support training and placement of service dogs

with veterans who qualify. Through a gift-for-donation

option, for example, the foundation provides supporters

of its organization’s service-animal mission with

branded apparel as well as cause-awareness

bracelets and embroidered patches.

Jen Alexander is an associate editor for

PPB.

GROW

MARKET TO MARKET

36 •

PPB

• APRIL 2015

GROW

MARKETING MENAGERIE

PET PROMOTIONS CATER TO ANIMAL LOVERS IN ALL WALKS OF LIFE.

By Jen Alexander

BE A WINNER!

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