Americans Can’t Stop Pampering Their Pets—Companies Want In
Firms that cater to humans adapt to the animal world. Ultrasounds for tree frogs. Telehealth for Stella.
3 min
Attention, CEOs: If not enough people are using your product, maybe animals will.
“Have you seen the numbers? They’re staggering,” said Jenna Mutch, a vice president at portable-ultrasound maker Butterfly Network Inc., referring to the rush of Americans who have brought home pets since the pandemic began. About 23 million households did, according to the American Society for the Prevention of Cruelty to Animals.
Spending to pamper them is one of a few areas of the economy managing to defy inflation and avoid a post-lockdown pullback.
As a result, some companies that normally cater to humans are high-tailing it to pets.
Ms. Mutch heads commercial development for a newly created unit of her ultrasound company that sells scanners for animals.
Adapting human products for animals can be complicated. There’s the matter of animals’ size. Also, their shape.
Butterfly’s ultrasound machines can scan things ranging from as small as the reproductive organs of tree frogs to chonky mammals, including polar bears, according to Ms. Mutch. “We have to be very versatile,” she said.
Hilton Worldwide Holdings Inc. is adding hundreds of hotels where animals can stay the night. It offers virtual “pet expert teams” to address health and behaviour issues they might have while traveling, teaming with Mars Inc., the parent of veterinary operator VCA and Purina pet foods.
Snack-bar maker Clif Bar & Co. this summer started selling a line of jerky treats for dogs. Global food giant Mondelez International Inc. took over Clif in August. More pets and growing demand for all-natural dog food prompted the move, a spokeswoman said.
Petco Health & Wellness Co. gets dozens of proposals from companies looking to adapt their products to animals, said Chief Executive Ron Coughlin. Not all the ideas are fully baked. He passed on bringing acupuncturists to the company’s stores.
Although some consumers struggling with inflation are cutting back on nonessentials, they don’t seem to put pet stuff in that category. Spending on pet food was up more than 18% in the last year, and spending on supplies rose 8%, according to Jefferies Research Services.
Mr. Coughlin of Petco is confident the spending will continue as Americans become ever closer to their animals.
“If you look at 100 years ago, pets were in the wild. Forty years ago, they’re in our yard, and 20 years ago in the house,” he said. “Now they’re in the bed.”
Rebecca Goldberg, a physician assistant in Manhattan, has a mixed-breed rescue dog named Stella. When it comes to pampering dogs, Ms. Goldberg is middle of the pack. Hers sleeps on a dog bed, eats kibble as opposed to fresh or human-grade food, and enjoys regular treats.
But Stella, 5, also has a high-end, Carhartt-brand vest to keep her warm outdoors. And lately, Stella has become a remote patient for a veterinary telehealth company called Pawp.
Ms. Goldberg signed up for Pawp as part of a temporary deal offered by T-Mobile. She gets free telehealth services for a year and pays $14 a month to cover emergency visits.
The deal was attractive, she said, because Stella has a sensitive stomach and a propensity to eat things she shouldn’t, a combination that made for frequent vet visits. “Having a veterinary clinic in your pocket is amazing,” Ms. Goldberg said.
Pawp’s founder, Marc Atiyeh, is a veteran of a few industries, none of them animal-related. Before starting Pawp he worked in fintech, finance and mobile analytics.
“There is definitely a flock of players getting into this space,” he said. “You’re getting folks who are veterans of human healthcare or personal finance.”
Peggy Roe, who oversees customer experience and new ventures for Marriott International Inc., said the chain in 2021 started noticing more people asking animal-related questions as they sought vacation lodging—“people asking, ‘Are hotels pet friendly?’ ‘What size dog can I bring?’ ”
Seeing the queries, the company surveyed customers, and of around 300 respondents, 85% said they had pets and more than half planned to travel with them. And not just dogs. Customers expressed interest in traveling with cats, birds and even fish.
“We have hotels that accept all kinds of pets—they don’t discriminate,” Ms. Roe said.
She took Riley, her newly acquired golden retriever, on a road trip, stopping at Marriott properties along the way. There were some worries. How would the stay go over with other guests—and with Riley?
“There was that anxiety,” she said. “Is this going to be good for my dog? Are our other guests going to be upset? Is the staff going to be nice?”
She realised it wasn’t enough to simply provide options for people and their animals. Marriott had to ensure the comfort of both.
“There are the people who love pets, the people who love pets and don’t want to travel with them, and people who don’t want pets anywhere in their space,” she said.
Under a partnership with Petco, Marriott will highlight home-rental properties that are especially well-equipped for pets. Travellers can buy products such as dog beds and bowls from Petco and have them delivered.
“Inflation or not,” Ms. Roe said. “People aren’t going to leave their pets behind.”
Copyright 2020, Dow Jones & Company, Inc. All Rights Reserved Worldwide. LEARN MORE
A record-breaking $11 million sale at The Centennial Collection has set a new benchmark for luxury apartment living in Bondi Junction.
As interest rates, inflation and market sentiment fluctuate, investors are being urged to focus on data, not panic.
Sydney Children’s Hospitals Foundation CEO Kristina Keneally says Australia’s culture of large-scale philanthropy is becoming more sophisticated as Gold Dinner raises $75.5 million for children’s health, research and innovation.
3 min
Australia’s wealthiest donors are becoming more strategic, more ambitious and increasingly focused on creating measurable impact, according to Sydney Children’s Hospitals Foundation chief executive Kristina Keneally.
Speaking after the 2026 Gold Dinner, held last week in Sydney, Keneally said Australia was experiencing a significant shift in how major philanthropy is viewed, with large-scale giving increasingly part of conversations about leadership, legacy and social impact.
The annual Gold Dinner, now in its 29th year, brought together some of the country’s most influential business leaders, philanthropists and cultural figures, raising $75.5 million and counting in support of the Sydney Children’s Hospitals Network.
While the event has become one of Australia’s most prestigious fundraising gatherings, Keneally said its significance extends far beyond a single evening.
“Gold Dinner, the flagship event of Sydney Children’s Hospitals Foundation, represents far more than a single evening. It is a powerful demonstration of what a committed community can achieve together over 12 months,” she said.
“The strength of that community, and the trust built over nearly three decades, means people return not just for the event, but for the impact they know it delivers.”
A NEW ERA OF PHILANTHROPY
Large-scale philanthropy has long been a feature of American society, where charitable foundations and major donors often play a prominent role in funding medical research, education and social programs.
Keneally believes Australia is moving in a similar direction.
“Australia is building a stronger culture of large-scale philanthropy, but it is still evolving compared to the United States, where giving at scale is more deeply embedded and widely recognised,” she said.
She said the country’s philanthropic landscape was becoming more sophisticated as successful business leaders increasingly sought opportunities to create meaningful change through their giving.
“In Australia, while generosity has always been strong, large-scale giving has historically been less visible, but that is changing rapidly as more leaders embrace philanthropy as a powerful way to drive meaningful outcomes.”
According to Keneally, events such as the Gold Dinner are helping reshape public perceptions of philanthropy by demonstrating the tangible outcomes that major donations can achieve.
“Gold Dinner is helping to reshape how philanthropy is perceived in Australia, making it more visible, more aspirational and more connected to real-world outcomes,” she said.
WHERE THE MONEY GOES
The funds raised through Gold Dinner support clinical care, research and innovation across the Sydney Children’s Hospitals Network.
Over the past 12 months, more than $75.5 million has been raised to help fund advanced medical equipment, innovative care models and world-leading medical research. Areas of focus include precision medicine and early diagnosis, where emerging technologies are already changing how childhood illnesses are detected and treated.
Keneally said the impact is felt directly by children and families facing some of the most difficult moments of their lives.
“For children and families, this translates into very real and immediate impact. It means faster diagnoses, earlier access to life-saving treatments, and care that is more personalised and effective,” she said.
“It also ensures hospitals are equipped not just to respond to illness, but to reimagine what care can look like, giving children the best possible chance not only to survive, but to live full, healthy lives.”
BUSINESS LEADERS BACKING CHANGE
One of the defining characteristics of Gold Dinner is the calibre of its supporters.
The event has evolved into a meeting point for influential leaders from business, culture and philanthropy, many of whom see charitable giving as an extension of their professional and personal legacy.
“It speaks to a community that is not only generous, but increasingly ambitious in how it gives, combining influence, expertise and purpose to achieve outcomes at scale,” Keneally said.
Among the major supporters of this year’s event were Presenting Partner, John-Paul Nassif Foundation; Major Partners, ABC Bullion, Shaw and Partners Financial Services and One Circular Quay by Lendlease; and Premier Partner, Range Rover, whose ongoing support reflects a shared philosophy of legacy and long-term impact.
The evening also featured performances, premium hospitality experiences and fundraising initiatives designed to encourage further support for children’s health services and research.
LOOKING BEYOND NEW HOSPITALS
With major new children’s hospital developments at Randwick and Westmead progressing, Keneally said the focus is increasingly turning towards what comes next.
“The long-term vision is to ensure every child has access to world-leading healthcare, care that continues to evolve through innovation, research and global collaboration,” she said.
The foundation’s future priorities include accelerating medical discovery, expanding access to cutting-edge treatments and helping position New South Wales as a global leader in children’s health.
Keneally said the Gold Dinner remains central to achieving those ambitions because it does more than raise money.
“Gold Dinner is critical to making that vision possible. It not only provides significant funding, but also unites a powerful network of supporters who are driving the future of philanthropy in Australia,” she said.
As Australia’s culture of philanthropy continues to mature, Keneally believes that the network will play an increasingly important role in shaping the future of healthcare for generations to come.
“The result is a community that is helping to shape the future of paediatric care, not just for today’s patients, but for generations to come.”
Ophora Tallawong has launched its final release of quality apartments priced under $700,000.
From gorilla encounters in Uganda to a reimagined Okavango retreat, Abercrombie & Kent elevates its African journeys with two spectacular lodge transformations.
