Commentary
Asserting that traditional demographics can be misleading, David Allison urged marketers to consider common values among pet owners. Three values provide more common ground than pet owners’ demographics and can reveal more meaningful ways to appeal to dog, cat and other pet owners:
- Personal responsibility
- Trustworthiness
- Experiences
Source: PETFOOD Industry, May 2, 2023. Link.
Pet food marketers can appeal to consumers’ values and may achieve more success than conventional targeting of economic, ethnic or age groups.”
INSIGHTS: Allison’s comments are worth considering for other pet products and services.