As businesses continue to prepare for workers to return to the office in greater numbers, a new poll from pet food brand Edgard & Cooper has revealed that a massive 84% of new pet owners plan on their dog joining them when they head back to work. What is more, nearly half (43%) would even turn down a job that barred canine colleagues.
Over the last year an estimated 3.2 million Brits welcomed a new pet into their homes. This new generation of dog owners – dubbed ‘pupsters’ – have very different priorities from their predecessors; they strive to make the best choices for their animal and the planet while also integrating their dogs into both work and personal lives significantly more than dog-owning generations before them.
But Pupster behaviour isn’t restricted to the office. Ensuring their dog’s every need is seen to, 15% put on dog-friendly podcasts when they go out and nearly a third (29%) have a pet camera at home to keep an eye on – and even chat to – their pup when they’re out and about. What is more, 29% of Pupsters said they have significantly changed their daily routine to accommodate the wants and needs of their dog. In fact, 44% said their dogs slept in their bedroom and nearly a quarter (24%) admitted they prioritised their four-legged friend over their partner.
SOARING DEMAND
The findings also revealed our Pupsters’ concern for the planet. Six in 10 new dog owners (60%) consider their dog’s carbon pawprint when making any purchase for their pet, with Edgard & Cooper reporting soaring demand for pet food packed responsibly and more than two thirds of survey respondents (69%) trying to buy only sustainable toys. Nearly half (49%) are keen to feed their dog less meat – compared to less than a quarter of established dog owners (23%), while 78% think their dog’s diet is as important as their own.
And while the world might be opening up again, Pupsters are more likely to be found closer to home. Nearly half (46%) said they were less likely to go on trips abroad now and instead go on UK pet-friendly holidays and 46% chose pet-friendly places when they go out so their dog can go with them.
Eddy Yuen, marketing pack lead UK at Edgard & Cooper, welcomes the shift in behaviour, saying: “The increasing importance of the role pets play in people’s personal lives comes as no surprise, but it’s positive to see people are also highly aware of the impact choices for their pets have on the planet.
“While it’s a trend we see more prominently, with recently homed dogs we firmly believe everyone can be a bit more ‘pupster’ and hope that, as people talk more about the impact their decisions have on the planet, everyone embraces lifestyle choices for their best furry friends which reduce their environmental pawprint while also giving them the best care possible.”
Edgard & Cooper is on its own mission to tread lighter on the planet and help pet owners everywhere do the same. Fully recyclable paper-based packaging across their dry food/treats ranges, and ambitious 2025 zero carbon targets (as part of its Zero Pawprint plan) are just a few things it is doing.
