Cultural Crossovers: How Human Brands Are Capitalizing on Pet Humanization

Chances are, your pet doesn’t know who Taylor Swift is. They probably don’t wear makeup or play party games unless you count taking turns rolling around in the mud. Recently, however, brands in the human space have released products for pets that seem awfully… human. Are these brands missing the point? Or is there a method to their madness?  

In recent months, Squishmallows, e.l.f. Cosmetics, and Relatable Games have all launched pet products. Mini Squishmallow toys for dogs, featuring some Taylor Swift and Travis Kelce lookalikes, have hit the shelves, along with e.l.f. Cosmetics’ “Pawer Grip Primer Dog Toy.” Additionally, Relatable Games has launched scratchpads for cats shaped like laptops and DJ turntables, as well as a pet massager.  

These aren’t the first brands to do this. IKEA has a line of “Scandinavian-design inspired” pet furniture and toys, while BarkBox is famous for its collaborations with human brands like Dunkin’. There are even some luxury brands that have made their way into the pet market.  

 

You might be wondering what possesses brands to do this, but much of their reasoning can be traced back to pet parents themselves. Consumers have increasingly humanized and anthropomorphized their pets in recent years, and these brands are simply leveraging this trend to expand into the pet industry. By capitalizing on trends and pop culture moments in the human space and bringing them into the pet space, they can drive sales from current consumers in different markets. For example, people already collect hundreds of Squishmallows; why not get matching toys and beds for their pets?  

So, what can brands learn from this? Social media and pop culture are huge for marketing. Find that viral moment that your product could connect with and use it to your advantage. Every launch holds the potential to go viral, so don’t limit your products to just one category.  

This is where BSM Partners can help. Our Media team analyzes viral trends and can help you capitalize on them, while our Consumer Strategy and Insights practice can provide the comprehensive research necessary to understand your consumers and identify which trends to engage with. You don’t need to be an expert—we’ve got that covered. 

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About the Author

Cady Wolf is an Analyst Intern 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.