By Katie Lundy, vice president at Inspire, a national public relations, digital and marketing agency.
The price of your dog’s kibble just went up, again. Your veterinary bill feels like a luxury splurge. And yet, pet owners are still finding ways to give our furry friends the best life possible. Even in a tight economy, the right story can win pet parents’ hearts. Strategic storytelling isn’t just marketing fluff; it’s a lifeline for trust, brand loyalty and revenue growth.
While consumers remain cautious about discretionary spending, pets continue to rank among the last expenses owners are willing to cut. According to the American Pet Products Association, U.S. pet industry spending reached $158 billion in 2025 and is expected to peak at $165 billion in 2026, demonstrating that while spending habits may be shifting, the human-animal bond remains remarkably resilient.
Pet owners are not necessarily spending less. They are spending more intentionally.
Here are six strategies pet food brands should consider as they plan marketing and communications for 2027.
1. Lead with empathy
Don’t just talk about your products, acknowledge what pet owners are feeling right now. The rising costs against the unconditional love they have for their animals is a delicate balancing act. Brands that demonstrate empathy build stronger emotional connections, positioning themselves as trusted allies rather than just sellers.
Sharing content about budget-friendly pet care tips or free enrichment ideas shows that you understand your audience’s realities. For example, you could create a blog or social post that highlights tips on pampering your pet that’s easy on the pocketbook.
2. Demonstrate value
Consumers are scrutinizing purchase decisions more closely. Rather than claiming a product is premium, brands can demonstrate quality through customer stories, behind-the-scenes content about how products are made and partnerships with veterinarians. As consumers pay closer attention to where their money goes and how pet food is produced, evidence carries more weight than promotion.
3. Prioritize human stories as AI content grows
As artificial intelligence-generated content fills social media feeds and inboxes, authentic human experiences become more valuable. Testimonials from pet owners, insights from veterinarians, shelter success stories and employee perspectives can help brands stand out. Video remains an effective tool for building emotional connections, as consumers increasingly use it to evaluate products and brands.
4. Establish company experts as trusted voices
Consumers thrive on expert guidance. Marketing research finds that 58% of consumers have made purchases because of influencer endorsements, but the same research shows transparency and authenticity are the biggest drivers of trust. This is an opportunity to position your company’s leaders, veterinarians or nutrition experts as go-to voices.
Are you regularly in trend news stories, are you out speaking at industry events? Are you regularly posting insights on LinkedIn or through guest articles? Whether it’s advice on pet health, training or behavioral support, lean into your expertise proactively and publicly.
5. Maintain visibility and consistency
Silence only erodes brand awareness and trust. Stay the course and maintain consistent media outreach and storytelling. Resist the urge to strip down your marketing budget. Remind consumers why they trusted you in the first place. Consistency during lean times can lead to substantial gains when the market rebounds.
6. Build communities, not just campaigns
The most successful pet brands are creating spaces where pet parents can connect, share experiences and learn from one another. Whether through social groups, ambassador programs, online forums or local events, community-driven storytelling creates advocates who become extensions of your brand voice.
The pet industry has always been built on something deeper than transactions. It is built on relationships – with our animals and with each other. As consumers become more selective with their spending, brands that communicate with empathy, authenticity and consistency will earn something far more valuable than a sale: trust. And in 2027, trust may be the most important competitive advantage a pet brand can own.
To connect with Lundy, visit LinkedIn or email [email protected].
