Geopolitical tensions. Ongoing economic uncertainty. Climate change impacts. Information and algorithm overload. The list of concerns and challenges people all over the world face daily seems to keep growing, or at least never abates. Yet pet owners may have an advantage over others thanks to their furry companions; for example, 76% of Canadian pet owners say they turn to their pets for emotional support, according to data from Mintel.
Diana Kelter, director of consumer trends-North America, for the company, presented that point and others in an October 2025 webinar on global consumer predictions. Her insights align with ones shared in a September 2025 webinar from Innova Market Insights on broad global consumer trends for 2026.
Note that such webinars appear to be kicking off what Innova referred to as “trends season”; they and Mintel have both announced webinars specific to 2026 food and beverage trends coming in November 2025. While those might offer take-aways more relevant to pet food, the recent ones on higher-level consumer trends provide insights on the mindsets of consumers at this time. (Hint: They’re rather gloomy.)
Attention and affection deficits: 3 predictions, 3 ways forward
Kelter of Mintel offered three predictions for 2026:
- Anti-algorithm — Tension is growing between algorithms (mainly on social media) and consumers, who are pushing back. This could also be expressed as tension between convenience and empowerment. Some people are turning to apps to get away from mindless scrolling through their feeds, including ones that remind people of the time spent on a platform or that encourage stepping away — for example, an app literally called Touch Grass. (In my mind, putting down your phone completely seems more effective than using a digital platform to address your usage on another one!)
- The new young — Traditional life stages are blurring, and people are redefining adulthood and what “middle life” means for them. This includes reclaiming the concept of a mid-life crisis, Kelter said, framing it as an opportunity instead. (For people and for brands, she added.)
- The attention deficit —This is related to the first prediction; we’re losing those “buzz” moments that people flock to, at least momentarily. Brands have opportunities to rekindle connections between people.
These all can lead to an “affection deficit,” too, Kelter said, in which we lose human connections. In response, she suggested three ways to affect this future:
- Affection economics — “When affection is scarce, its value comes at a cost — can it turn into something people choose to pay for, measure and exchange?” (That somewhat cold take is verbatim from the webinar.)
- Affection automation — On the other hand, “simulated” affection means people can get it frictionlessly and on demand, leading people to question authenticity, agency and trust. This offers clues for how brands should communicate and market to their target consumers.
- Affection reflection — Where do people turn when human affection isn’t available? This is when Kelter mentioned the companionship of pets (with the data point about Canadian pet owners as an example).
Stress and anxiety influence 5 key 2026 trends
One in two consumers globally are feeling very or somewhat anxious about the world, reported Sara Marshall and Sarah Nash, members of Innova’s trends team who presented the September webinar. Not surprisingly, finances are the largest contributor to the stress people are experiencing, cited by 48% of consumers in a survey conducted in 11 countries; and one in three said health or work/school caused them stress. As a result, they’re actively seeking ways to gain control of these areas and find some relief.
(Marshall and Nash did say that about 25% of the consumers surveyed reported feeling very positive; the level seems to vary by generation, with boomers and gen-Xers feeling most anxious and millennials feeling most positive.)
In a quest to gain control, consumers are shifting their lifestyles, taking a more proactive approach to their own wellbeing, practicing more conscious consumption, using AI to learn new things and seeking more flexible working and living arrangements. These influence five key trends that Innova has predicted for 2025:
- Relaxed sociability — More flexible lifestyles are affecting how people are socializing; they’re turning to lighter, more relaxed occasions and spaces, including during the daytime and around own their neighborhoods. A connection to food: the rise of “fast casual” restaurants and brewpubs. (Including, perhaps, ones where dogs are welcome?)
- Time for me — Consumers are actively choosing to spend time alone to restore and practice self care, with one in three globally saying spending time alone helps them manage stress. This is especially true for millennials and younger consumers. I can’t help wonder if “alone” might mean just them and their pets, at least in some cases.
- Vitality and longevity — People are starting to focus on what they can do now to ensure their long-term health, no matter their age; yet this is particularly important as populations around the world become older.
- My tech mate— Consumers are using AI and other technology to enable health and wellness, though some have concerns. Younger generations are more interested and open, unsurprisingly, while consumers in North American and Europe are more cautious compared to people in other parts of the world.
- Simplified life — As part of achieving a healthy, balanced lifestyle (emphasis on balanced), consumers are seeking to simplify their lives.
The answer to all: Get a pet! (Or fully enjoy the ones you have)
I’m not sure having a pet leads to a more simplified life; in fact, pet ownership does (and should) include a fair amount of work, involvement and care. But considering how much enrichment, companionship and enjoyment it brings — benefits backed by research — it seems pets are the perfect prescription to many of the woes and issues identified above.
