National Pet Month

Why Ethical Marketing Isn’t Just for Humans

#NationalPetMonth

National Pet Month (NPM) runs from April 1- May 1 2025 in the UK, celebrating and raising awareness of responsible pet ownership through educational campaigns and resources across our various platforms.

NPM is a time for celebrating the joy pets bring to our lives and reflecting on what it truly means to care for them. For many, that means regular walks, vet check-ups, and maybe the odd photoshoot where your dog ends up looking better groomed than you. But for marketers in the pet industry, it’s a time to reflect on our own responsibilities — not just as pet parents, but as storytellers, product developers, and brand custodians.

Let’s dig into the fluffy (and not-so-fluffy) side of pet marketing ethics.

The Marketing Made Clear Podcast

Check out the Marketing Made Clear Podcast on all good streaming platforms including Spotify:

The Rise of the Pet Economy: A Lucrative but Sensitive Space

The pet industry in the UK is booming. It’s estimated that over 57% of UK households own a pet, and we’re spending billions every year on everything from raw dog food and hemp toys to tech-enabled cat litter trays.

With growth comes responsibility.

When you’re marketing to animal lovers, you’re not just selling to customers – you’re speaking to people who consider their pets family. That kind of emotional connection is powerful, but also delicate. It can be easy to tip from persuasive into manipulative, or from informative into misleading.

What Is Responsible Pet Ownership?

Before we look at the marketing side, let’s break down what responsible pet ownership means.

Responsible pet owners:

  • Choose pets based on their ability to meet the animal’s long-term needs

  • Provide appropriate diet, shelter, healthcare, and exercise

  • Socialise and train their pets to support wellbeing and safety

  • Ensure their pets are not a burden on others or the environment

  • Don’t impulse buy animals or treat them as accessories

This isn’t just fluffy guidance from the RSPCA — it’s increasingly becoming legislation-backed and socially expected.

As marketers, we need to align our messaging and products with these principles.

Ethical Considerations for Pet Marketers

Whether you’re marketing pet food, toys, tech or insurance, here are some ethical pitfalls to avoid – and opportunities to stand out.

1. Truth in Labelling and Claims

The pet food world is full of big promises – “grain-free”, “human-grade”, “vet-approved”, “ancestral diet”, and the ever-present “natural”.

But what do those words really mean? And more importantly – what do your customers think they mean?

Transparency is everything. If you’re using marketing buzzwords, make sure they are accurate, backed by evidence, and not misleading. For example, if your brand is promoting a “natural” dog food, explain your definition of natural, and what standards you follow.

👉 Tip: Treat your content like a nutrition label – clear, concise, and with no sneaky fine print.

2. No Guilt-Tripping

Guilt is a powerful motivator, but using it to nudge pet owners into purchases isn’t just lazy – it’s unethical.

We’ve all seen the ads:

“If you really loved your pet, you’d feed them this.”

Or worse, emotional triggers showing sick animals, implying your choice of kibble is a death sentence.

Yes, animals can suffer from poor diets or lack of enrichment — but educating owners should never come at the cost of emotional manipulation.

👉 Tip: Empower your audience with knowledge, not shame. People want to do the right thing. Help them get there.

3. Sustainability: From Trend to Expectation

Modern consumers are asking hard questions about sustainability – and the pet world is no exception.

Products like compostable dog waste bags, plastic-free toys, or ethically sourced ingredients are no longer niche. They’re signals that a brand understands the bigger picture.

But beware greenwashing. If your product claims to be eco-friendly, your supply chain, packaging, and delivery model all need to back that up.

👉 Tip: Don’t be afraid to be honest about your sustainability journey. You don’t need to be perfect — just transparent and committed.

4. Responsible Influencer Partnerships

Petfluencers (yes, that’s a real word now) can shift product overnight. But they can also spread misinformation just as fast.

If you’re using influencers to promote your brand, make sure:

  • They follow advertising disclosure rules

  • They have a genuine understanding of the product and animal welfare

  • Their content doesn’t show unsafe practices (e.g., dogs off lead in public places, exotic pets in unsuitable environments)

👉 Tip: Partner with people (or pets!) who align with your brand’s ethics — not just those with the biggest following.

Marketers, Let’s Raise the Bar

It’s tempting to think of pet products as light-hearted or cute. But the reality is, we’re in a sector that affects real lives — not just of humans, but animals who can’t speak for themselves.

So this Responsible Pet Ownership Month, here’s the challenge for marketers:

  • Are your products genuinely good for animals, or just profitable for humans?

  • Are you helping people make better choices, or are you just selling convenience?

  • Are your campaigns informed, inclusive, and accurate — or are they preying on emotional gaps?

Philip Kotler said marketing should be a force for good.

Orwell reminded us that clear language reflects clear thinking.

In pet marketing, the two collide. We need truth, clarity, and compassion.

Final Thought

Our furry, feathery, and scaly companions can’t scroll, click, or buy. But they’re affected by every decision we make in business and branding. So as you plan your next campaign or product launch, remember: responsible ownership starts with responsible marketing.

Because pets deserve better — and frankly, so do your customers.