Corporate Responsibility in Action: How Pet Brands Can Lead in Disaster Response

The recent wildfires in Los Angeles have had a devastating impact on thousands of families. During the evacuations, hundreds of pets were separated from their owners, leaving many homeless and without a clear way to get back to their families. Shelters and welfare organizations are doing all they can, but when is it time for pet brands to take action?

Many shelters in Los Angeles have done everything they can to accommodate the sudden influx of displaced pets. The Pasadena Humane Society, for instance, has taken in over 800 displaced animals since the fires began in early January. Even a hotel in Beverly Hills has taken in many animals. However, there are just too many animals and not enough resources to care for and reunite them all with their owners. This is where pet brands have a golden opportunity to do some good.

Lending a Helping Hand

Many brands have stepped up to help during this time of need. Wellness Pet Company recently donated over 5,000 pounds of pet food to several shelters across Los Angeles. Pets Global, the parent company of Zignature and Fussie Cat, donated over 11,000 pounds of pet food to animal welfare organizations in the area. Blue Buffalo has pledged $500,000 to community organizations in the Los Angeles area to support pets impacted by the wildfires.

Many pet food brands proudly state that their mission is to make life better for pets. However, in moments like these, a brand’s true commitment is put to the test. Making such claims is easy when times are good—but stepping up during a crisis separates those who truly care from those who just talk the talk. If pet brands want to live up to their mission, now is the time for meaningful action.

Consumers Care About Social Responsibility

While helping in times of need is generally the right course of action, consumers have shown in recent years that brands can no longer afford to ignore their social responsibility. Younger generations prioritize brands that take meaningful action and appreciate those that genuinely align with their values.

Consumers have had enough of brands making superficial public statements without backing them up with real efforts. For example, ExxonMobil’s response to Hurricane Ida in 2021 was met with significant backlash. The brand posted that their “thoughts and prayers” were with hurricane victims, even though several of their business practices were directly linked to the decline of Louisiana’s storm barrier. This information, and the “tone deaf” social media post earned a lot of critism from consumers. In an economy where money is tight, customers prefer to spend their hard-earned dollars on companies that reflect their beliefs and are unafraid to act in times of need.

At BSM Partners, we’re proud to partner with several socially responsible brands. Assisting brands in selecting the best products for donation, keeping the public informed, and creating the highest-quality food possible are just a few ways we contribute. We eagerly anticipate every opportunity to practice social responsibility ourselves.

How Pet Brands Can Take Action

It’s easy to say, “Be socially responsible,” but what can pet brands actually do? Here are some ways pet brands can take action and contribute during times of crisis:

• Donate: Give food, supplies, and money to shelters.
• Plan Ahead: Create a structured crisis response plan for future disasters to ensure preparedness.
• Advocate and Educate: Leverage brand influence and social media platforms to increase awareness and gather support.
• Partner with Local Shelters: Establish relationships with shelters and animal welfare organizations in your area, providing them with long-term support. This will enable them to manage disasters more effectively.

These are just a few ways that pet companies can help their communities during difficult times, but there are many more actions brands can take to demonstrate their support for the victims of tragedies and the volunteers who tirelessly help them.

Turning Responsibility Into Opportunity

Unfortunately, natural disasters and national crises will always affect pets and their owners. The good news is that you don’t have to stand idly by while it all unfolds. Showing your support through donations, volunteering, and planning ahead can help lessen the impact of these tragic events.

At the end of the day, statements alone don’t rescue pets, fill empty bowls, or reunite families; actions do. The brands that step up now will be the ones pet parents remember long after the fires are out. So, the real question isn’t whether brands should help—it’s how quickly they’re willing to act.

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About the Author

Cady Wolf is an Analyst at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.