CULTURE HOT TAKESCULTURE HOT TAKESF U L L S C R E E N

Like toilet paper and hand sanitizer, pets have become a hot item during the pandemic. Animal shelters across the country are being completely cleared out as people seek out creature comfort. In fact, more than one in four 18-37-year-olds with pets got their new friend during quarantine.1 Pets are bringing much-needed doses of positivity: two-thirds of Gen Z and Millennials living with pets agree their pet has helped them stay positive during this time.1

Pets are not only showing up in homes—we are seeing them brighten up our feeds, too. Online conversation around pet adoption spiked in mid-March, up 50% from the weekly average.5 Whether they have a furry friend or not, 80% of Gen Z and Millennials say seeing animal content on social media makes them happy, and 74% agree that they find comfort in animal content on social media.1 Additionally, pet-related hashtags such as #MeetMyPet, #PetRoutine, and #TreatYourPet have been trending on TikTok throughout the pandemic.

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CREATURE COMFORT: HOW PETS ARE HERE TO RESCUE US ALL IN 2020

© 2020 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

1 Fullscreen TBH Pet Survey (6/12/20-7/15/20, N=400, 18-37-YEAR-OLDS) | 5 Netbase, 1/1/20-5/13/20

I was already looking for a pet before shelter-in-place

I have more time to care for a pet

I wanted to help out a friend or family member who could no longer care for their pet

I did it to make others in my house happy

I wanted to contribute to the greater good by helping an animal

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WHY NOW?WHY THIS? WHY NOW?

GROWING FROM PLANT PARENTS TO PET PARENTS

Pets are more than cute photo props for the ‘gram. We found that 67% of Millennial and Gen Z pet owners say taking care of another living thing gives them a higher purpose.1  Common motivations for getting a new pet during the pandemic point to a desire to have a positive impact on the world, including helping a friend or family member who can no longer care for their pet or wanting to contribute to the greater good.1

SEARCHING FOR A HIGHER PURPOSE DURING HARD TIMES

TOP 5 MOTIVATIONS FOR NEW PETS SINCE COVID-191

Last year, Millennials and Gen Z started to tap into their nurturing side when they became plant parents. Since we identified the trend last fall, #plantparent on Instagram has more than doubled in usage. Like luscious greenery, adorable animal friends make great content for social media, but what’s fueling the rise in pet parenting is deeper than fun social posts. A recent YPulse study found 20% of 13-34-year-olds without kids are not planning to have kids in the future, and those who want children don’t want to start having them until age 32.2 Pets can serve as a trial run before kids or be a fulfilling alternative. Whether it's houseplants or pets, taking care of other living things helps satisfy the nurturing instinct that existed in young consumers before the pandemic. Our research shows that the #1 motivation for Millennials and Gen Z getting new pets during the pandemic is that they were already on the search.1

BEST FRIENDPETS ARE A HUMAN’S BEST FRIEND

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ANIMALS BRIDGE THE SOCIAL DISTANCE1

“I often think about how they have no knowledge of all the chaos going on in the world, and it's a nice escape.

Drew, 30

Living with 2 cats in Brooklyn, NY

“For better or worse, you can’t just wallow in your worst day, you have to give him attention.

Chase, 31

Living with 1 dog in Los Angeles, CA

While 62% of Gen Z and Millennials are stressed over losing their regular routines,6 64% say having a pet to take care of has helped them feel like they have a meaningful routine.1 They’re finding comfort and a welcomed distraction in pet care, with 61% of pet owners agreeing that having a pet helps them stay present and less worried about the future.1 Pet care is a vital part of how they are coping—58% of Gen Z and Millennials admit they don’t know what they would do without their pet(s) during this time.1

MAKING DISTRACTION A ROUTINE

of Gen Z and

Millennial pet

owners say they

feel an emotional

connection to

their pet.

of Gen Z and

Millennials living

with pets agree,

“My pet has

helped me to feel

less alone.”

of 18-37-year-olds

say they want to

spend more time

with animals

because of

shelter-in-place.

of Gen Z and

Millennial pet

owners say they

have been talking

to their pets more

since the start of

shelter-in-place.

PET CARE IS SELF-CARE1

of Gen Z and

Millennials believe

that animals

can provide

emotional support.

of 18-37-year-olds

think owning a pet is

a form of self-care.

of Gen Z and

Millennial pet

owners say their

pet has helped them

stay sane during

shelter-in-place.

of Gen Z and

Millennials living

with pets believe

they have been

healthier during

shelter-in-place

because they

have a pet.

© 2020 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

1 Fullscreen TBH Pet Survey (6/12/20-7/15/20, N=400, 18-37-YEAR-OLDS) | 3 License Global “My Cat Needs That! The Recent Rise in Pet Product Licensing” 3/12/20 | 6 Fullscreen TBH Covid-19 Survey (3/24/20-4/9/20, N=502, 18-37-YEAR-OLDS)

“Keeping up her routine, getting outside 4-5 times a day, and focusing on something other than myself has been really refreshing.

Sabrina, 22

Living with 1 dog in Brooklyn, NY

72% 68% 68% 39%

90% 81% 65% 54%

STAY POSITIVE WITH PETFLUENCERS: According to 80% of Gen Z and Millennials, including those without pets, seeing animals in social media content makes them happier, and 53% follow animal influencers, on “petfluencers,” on social media.1 In a time when we’re all looking for nuggets of positivity, bringing animals into your brand messaging through content and imagery can help you connect with young consumers. If it doesn’t feel right for your brand's feed, consider working with animal influencers to reach a new audience.

BE AN ALLY TO ANIMALS: According to Fullscreen’s 2019 Generational Study, “animals” are the #1 cause Gen Z and Millennials feel strongly about, ahead of human rights and advocacy.4 Whether they are pet owners or not, 72% of 18-37-year-olds are interested in learning how they can help animals in need and 74% like to see brands support causes that help benefit animals.1 Consider sponsoring a virtual adoption event or donating to organizations that help animals in need to show how your brand shares the same values as Gen Z and Millennial consumers.

PARTNER WITH PET BRANDS1: Due to life changes resulting from the pandemic, 56% of Millennials and Gen Z are more likely to consider getting a pet. In addition, 39% of Millennial and Gen Z pet parents are spending more money on pet food or treats, and 38% are spending more on pet toys during quarantine. Working with a pet brand to create licensed products or offering a co-promotion is a way to get this growing cohort of pet owners to pay attention to your brand.

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BRANDBRAND IMPLICATIONS

PREDICTIONPREDICTION

Despite its prevalence in our feeds, pet content will continue to be a favorite, and we’re not expecting burnout from it anytime soon. In fact, 60% of Millennials and Gen Z say they are not sick of seeing pet-related posts in their feed.1 As long as pet content continues to bring joy, it will garner high engagement among young consumers.

With more new pet parents out in the world, there will be a need for more go-to resources. We found that 21% of 18-37-year-olds with pets are watching more pet care videos online, and 24% are researching more pet care tips and tricks than before the pandemic.1 Pet care resources and services will be in high demand to help pet owners manage their new responsibility, especially as they transition through phases of the pandemic.

When pets and their owners have to finally break away from the 24/7 togetherness they experienced during the pandemic, it will leave them both with a feeling of separation anxiety. While spending more time at home during quarantine, 64% of Gen Z and Millennial pet owners say their animals seem happier, and 36% hope they can continue doing more pet-related activities after the pandemic.1 To alleviate the incoming wave of separation anxiety, Millennials and Gen Z will look for activities to do with their pets outside the home—giving rise to more public spaces, offices, and events that welcome pets.

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SPOILING OUR PETS: #TreatYourPet has reached 1.1 billion views on TikTok and is just one of several pet-related hashtags that have trended on the platform since the start of quarantine. It shows how animal lovers are taking pet care to the next level during their downtime.

FAMOUS FUR FRIENDS: Influencers and celebrities are not immune to the pet trend and are eagerly sharing the new animal companions they’ve brought into their homes during quarantine on social media.

© 2020 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

1 Fullscreen TBH Pet Survey (6/12/20-7/15/20, N=400, 18-37-YEAR-OLDS) | 4 Fullscreen Generational Study 2019

Music artist Jason Derulo used #TreatYourPet to share a video of him preparing his dogs a fancy steak lunch complete with garnish.

@ChappiePuppy, a dog-focused account with 220.6K followers, used #TreatYourPet to show how to make a special tie-dye dog bed, combining two popular pandemic trends: DIY and pets.

Rosanna Pansino posted a YouTube video introducing her new puppy to her 12.3MM subscribers and included a haul of all the new dog products she’s trying.

David Dobrik tweeted photos of himself enjoying a new furry friend to his 5.2MM followers and urged them to foster.

LICENSED PET PRODUCTS: Even before COVID-19, Millennial and Gen Z-favorite brands started getting into the pet space.

Glossier partnered with Bark to launch a line of branded pet toys in October 2019.3

Cartoon Network partnered with SilverPaw to bring Rick and Morty fans a line of toys for their cats in November 2019.3

WILDIN THE WILD