Emmis Marketing said that 87% of consumers would switch to a brand associated with a cause over a comparable brand. Pedigree 's director of marketing, John Anton, recently told the Wall Street Journal : "Every time we run this campaign , we see increased sales."
But even just marketing has a value in this case. The public mood is swinging toward adopting pets. Look at the Obamas: A CNN poll found Americans want the first family to adopt a dog by a 2:1 margin. Joe Biden got hit with a backlash for buying a puppy from a breeder.
New shelter data casts doubt on whether the pet population and pet ownership are truly growing.
While the pandemic caused unprecedented suffering worldwide in 2020, the disruptions to dogs, cats and other pets adoption numbers may normalize in 2021.