I really don’t know why we use that expression because, for all you committed dog owners out there, we know that the life our pampered pooch leads is one we would be more than happy to adopt ourselves in a parallel universe. As if we don’t pander to their physiological around the clock needs enough – feeding at the appointed hour, going for regular comfort break walks, letting them have their forty winks on a comfy bed – we also contribute to a multi-million pound industry that has developed to market to us, the susceptible dog owner.
Just some of the marketing ploys that I have become increasingly aware of are:
- Pet friendly hotels; now some of the most prestigious boutique hotels actively encourage us to go on a short break with our four legged friends http://www.petfriendlyhotels.com/
- Pet insurance has been with us for a long time but it is now becoming increasingly segmented with different tiers of cover to make the caring owner guilty of just opting for ‘basic’ cover. My dog is ten years old and his insurance renewal came in today – they wanted over a 200 per cent increase! So, I turned to those friendly meerkats and found a much better deal http://www.comparethemarket.com/more-products/pet-insurance/
- Dog food has gone from being a choice of mass produced wet or dry to mirror the human food development into niche diet, premium and gourmet options. But even that doesn’t compare to the latest K99 ‘puppy sundae’ (ice cream to you and me) van catering to over heated pooches with ‘dog eat hog world’ and ‘canine cookie crunch’ flavours http://www.trendhunter.com/photos/82037
- Dogs can now have as many toiletries, vitamins and supplements as their preened and paranoid owners, to treat anything from dry skin to stress, as well as undergo a range of alternative and natural therapies
- Building on our desires to make our pet a member of the family, pet photography is becoming fashionable with people even dedicating themselves to this area of work
- And don’t get me started on the vast array of dog clothing; animals should be animals at the end of the day, not design accessories
But, as in other areas of our society, there is a marked division appearing in pet ownership between those that care for and (can afford to) indulge their pets and those that either can’t or won’t. With the Christmas season soon to be upon us (doesn’t the build-up start as soon as the children go back to school?!) please remember the now infamous Dogs Trust adage ‘A dog is for life, not just for Christmas.’ http://www.dogstrust.org.uk/az/a/adogisforlife/default.aspx
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