The pet industry is booming, and it’s not slowing down anytime soon. In the UK alone, the pet insurance market is projected to hit £2.35 billion by 2028 (source: Globe Newswire), with rising vet costs and an increasing emotional bond between owners and their fur babies driving growth. Yet, only 25% of dogs and 12.1% of cats were insured in 2023, leaving a significant gap for brands to fill (source: Globe Newswire). With over 86 pet insurance companies in the UK, the landscape is highly competitive, offering pet parents a wealth of choice. Capturing their attention goes beyond cute puppies on Instagram – today’s pet owners expect authenticity, innovation, and brands that speak their language.

So how can you claw your way to the top? At Jam, our motto is simple: extraordinary thinking, delivered. We’ve helped brands like Petsure, Perfect Pet, and Argos Pet Insurance disrupt the market by taking risks, smashing barriers, and flipping the script on what pet marketing can do. Here’s what we’ve learned and where our experts predict the future of pet marketing is heading.

Hyper-personalisation: From one-size-fits-all to my-pet-first marketing

Forget generic messaging. Today’s pet owners want marketing that speaks directly to their pet’s unique needs and quirks. Whether it’s personalised insurance policies or curated subscription boxes, hyper-personalisation builds trust and loyalty.

Case in point: Petsure

We helped this challenger brand launch with a bang, championing the underdog by offering policies for older pets and those with pre-existing conditions. By focusing on our deep understanding of the challenges pet parents face with these conditions, we collaborated with vets and petfluencers to create tailored content that addressed specific needs. This included advice, reassurance, and resources for managing pre-existing conditions.

Through a video-first strategy, we produced bespoke assets for organic and paid social, crafted vibrant imagery, and collaborated with TikTok and Instagram influencers to spark conversations that resonated deeply with our target audience. By tapping into data-led insights from existing customers and leveraging Meta’s advanced targeting tools, we ensured that our messaging landed with precision. The results? A jaw-dropping 16.5 million impressions, 1.7 million engagements, and a 10.3% engagement rate. Because who doesn’t love a brand that sticks up for the underdog?

Takeaway: Use data and creativity to treat every pet owner like they’re your only customer. Data-led insights, dynamic content, and targeted storytelling are your best friends here.

Tell stories that tug at the leash (and the heartstrings)

Millennials and Gen Z are rewriting the rules of brand loyalty. They want more than products – they want a story they can believe in. The rise of pet humanisation means they’re looking for brands that reflect their own values, whether it’s sustainability, inclusivity, or emotional connection.

Perfect Pet nailed it.

We worked with their in-house experts to craft campaigns that championed their mission: to stand by every pet owner when it matters most. From devising their brand strategy and creating a striking brand refresh, to social media content that captured the quirks and chaos of pet ownership, we helped Perfect Pet position themselves as the owner’s champion. With messaging like “Even naughty pets deserve the best” and “Pet ownership isn’t painless, but insurance should be,” we helped them build an emotional connection with their audience, proving that pet insurance can be as human as the people buying it.

Takeaway: Your story matters. Align your brand values with those of your audience, and tell it in a way that resonates. Whether it’s through heartfelt campaigns or playful messaging, connect with your audience on an emotional level.

Community is your secret weapon

The future of pet marketing isn’t just transactional – it’s relational. Brands that foster a sense of community and loyalty through social platforms, partnerships, and influencer marketing will stand out from the pack.

With Petsure, we turned TikTok and Instagram into vibrant hubs, with the conversation led by petfluencers like Amelia the Dog Trainer (@ameliathedogtrainer) to build a loyal fanbase. By creating content that pet parents genuinely wanted to engage with, we didn’t just market a product – we initiated conversations. And when pet owners feel part of a brand’s story, they’re more likely to stick around for the long haul.

Takeaway: Invest in creating a community where owners feel seen, heard, and valued. Engage authentically, collaborate with influencers, and make social media your playground for connection.

Stay ahead of the pack with tech and innovation

Pet parents are tech-savvy, and they expect the brands they engage with to be the same. From AI-driven pet health insights to seamless digital experiences, staying ahead means embracing the latest tools and trends.

Take wearable tech, for instance. Smart collars that monitor health or track the whereabouts of pets are no longer niche – they’re becoming the norm. The same goes for apps that help owners manage pet health records and track vaccinations.

For brands, this means integrating tech not just as a product feature, but as part of the customer experience. It’s about solving problems before they happen and creating tools that make pet parenting easier.

Takeaway: Keep an eye on emerging tech and think about how it can enhance your offering. Whether it’s through partnerships, product development, or innovative content, staying at the forefront of technology keeps your brand relevant.

Sustainability: Not just a buzzword

Pet owners, and the wider community, increasingly care about the planet, and they want brands that do too. From eco-friendly pet products to sustainable business practices, showing your green credentials can win hearts.

But it’s not just about talking the talk – it’s about walking the walk . Whether it’s packaging, supply chains, or charitable partnerships, consumers notice when brands make a genuine effort to be sustainable.

Takeaway: Sustainability is more than a trend – it’s a demand. Show your commitment through transparent initiatives, and weave it into your brand story.