This article was published in the November 2024 issue of Pet Food Processing. Read it and other articles from this issue in our November digital edition. 

Few things fuel the booming pet industry quite like the humanization of our furry friends. Stroll down the pet food aisle, and suddenly you’re perusing products that sound fit for a Michelin-starred restaurant. In today’s pet-obsessed world, it’s not uncommon to see dogs rocking designer outfits, cats feasting on artisanal treats, and pets living more lavishly than their owners. For over two decades, the trend toward pet humanization has dominated pet marketing, allowing brands to boost both quality and price points — and providing surprising resiliency to even the harshest economic downturns.

 But are we going overboard? Are we crossing a line by treating pets like humans, or is this just an (increasingly expensive) expression of love? After all, 90% of dog owners think of their dog as a child or part of the family, and nearly half even think of their dog as a person, according to BSM Aperture, a proprietary knowledge and research platform by BSM Partners. 

Psychological impact on pets

“We all love our pets like family (and who wouldn’t?), but it’s crucial to remember that they’re not tiny humans,” wrote Michael Johnson of BSM Partners.

We all love our pets like family (and who wouldn’t?), but it’s crucial to remember that they’re not tiny humans. Pets, especially dogs, thrive on structure, discipline and boundaries that mirror their pack instincts. When we blur those lines — spoiling them with endless affection or pampering them like mini-humans — it can lead to confusion and anxiety.

 Without consistent leadership, dogs may develop behavioral issues like separation anxiety, aggression, or destructive tendencies. This over-humanization (or if you’re feeling fancy, anthropomorphization) can impose real psychological stress on animals who find themselves adapting to a human-centered world rather than one based on their natural instincts. Excessive barking, compulsive behaviors and other signs of distress often signal a pet grappling with expectations it’s not wired to understand.

Ethical considerations

As mentioned, the pet industry’s love affair with humanization has turned into a cash cow — gourmet meals, tantalizing treats, high-tech accessories, luxury apparel and pet day spas included. The pet industry generates more than $140 billion annually, primarily driven by pet owners determined to ensure their pets’ health and wellness, but boosted by those eager to lavish their companions with the finer things in life. With this commercialization comes ethical dilemmas, and it is incumbent upon us to ensure we always prioritize the wellbeing of animals over profits.

Interestingly, 63% of dog owners believe pet products are primarily designed with human preferences in mind, according to BSM Aperture, suggesting the industry often caters to pet owners’ desires rather than focusing solely on what’s best for pets. Critics argue that by treating pets as human surrogates, we risk ignoring their distinct needs as animals. When pets are viewed through the lens of human emotion, we may undermine their ability to engage in natural behaviors essential for their wellbeing.

So, where do we draw the line between genuine affection and overindulgence? While this trend certainly reflects our love for pets, we need to consider whether it truly benefits them, or mostly just makes us feel good as owners.

Health consequences

The pet food aisle is brimming with options meant to appeal to owners who want the best for their companions. And let’s be honest — if a product sounds appetizing to us, we’re far more likely to grab it for our pets. Labels and packaging are designed to entice humans (since pets can’t read and they don’t have wallets), and marketing often obscures what’s truly best for the animals in favor of what the average consumer assumes is best.

Most pets, after all, aren’t too picky about what they eat. Yet, we tend to make decisions based on our preferences, not necessarily what’s healthiest for our pets. Take bacon, for example: a tasty treat for humans, but loaded with fat that can cause pancreatitis in dogs, a painful and potentially life-threatening condition. Similarly, foods rich in fat or protein can cause obesity, kidney disease and other imbalances.

And it’s not just about food. Pet fashion and grooming, while clearly adorable, can come with risks. Dressing pets in elaborate outfits may lead to overheating, skin irritation or restricted movement. Extreme grooming practices, like dyeing fur or over-the-top haircuts, can cause stress, allergic reactions and exacerbate skin sensitivities. Sure, the look may be hot and on fleek, but is it really in a pet’s best interest?

Legal and policy implications

The humanization of pets has even begun to reshape legal frameworks. Courts in some states are now recognizing pets as more than just property, with “pet custody” arrangements being introduced in divorce cases. Several high-profile cases have resulted in joint custody agreements for pets, reflecting their growing status as family members.

Even though pets are considered part of the family, it’s important to remember they are still animals and should be treated as such.  

| Source: ©MIRKO VITALI - STOCK.ADOBE.COM

Meanwhile, discussions around legal personhood for pets — granting them certain rights usually reserved for humans — are picking up steam. On the surface, this could lead to stronger protections against abuse and neglect. But it also raises tricky questions about liability, veterinary care and property law, creating potential legal headaches for pet owners and industries alike. Will the humanization of pets eventually prevent us from outright owning the animals we simply wanted to pamper?

Conclusion

Our growing tendency to humanize pets is natural — it reflects our deep emotional bonds and the desire to give them the best life possible. And while humanization may often blur the lines between species, it can be mutually beneficial when done thoughtfully, fostering stronger connections between pets and their humans. The key is finding a balance that honors both the emotional needs of pet owners and the instinctual, biological needs of the animals. 

To make humanization mutually beneficial, we should:

• Respect pets’ natural behaviors and instincts while finding ways to share meaningful experiences that enrich both their lives and ours.
• Choose products and services that cater to pets’ real needs — health, enrichment and comfort — while still allowing for moments of indulgence that strengthen the human-pet bond.
• Educate ourselves on the specific needs of different species and breeds to ensure our love translates into the best possible care.

By embracing humanization more mindfully, we can create a world where pets thrive as both beloved companions and respected animals, making the bond we share even more fulfilling for all involved.

Michael Johnson is the principal of consumer strategy at BSM Partners.

Keep up with the latest pet industry trends on our Trends page.