🐶 Move Over, Human: Pet Wellness Is Here

Happy Trends Tuesday!

Today we’ve got:

1 trend alert
1 piece of operator wisdom
1 article you should read
4 tabs we have open

Let's get to it.

🚨 TREND ALERT

We’ve spoken about humanization — the secret sauce to the pet industry — before.

It’s already led to “human-grade” pet food (lavender macarons for you, Fluffy?) and pet funeral services.

But the growth in pet supplement interest got us thinking: Will pet wellness go the same way as human wellness?

Search interest for personalized supplement brands

With how younger generations view their pets — 30% of millennials say they’d choose their pet over their significant other 🫠 — it appears the sky’s the limit.

So here are three established wellness trends that are great candidates for the pet space.

Personalized supplements & health plans. If interest in generic animal options is anything to go by, personalized pet supplements will be next. You could work with vets to develop in-depth questionnaires that lead to personalized supplement regimens. Creating a “dog dashboard,” where you can enter your dog’s info and get proactive health information, recommendations, and reminders is another opportunity.
Pet mental health. Did you know that ~3m dogs in America are on anti-anxiety medication? Help anxious pets (and their owners) manage their mental health with:
- Animal behavioral apps that deal with issues like separation anxiety and help pawrents (yep, this word is still a thing) better meet their pets’ needs.
- Blogs/newsletters that break down research in pet mental health and how to implement it.
- Pet calming tech: Ahrefs shows “calming music for dogs” gets ~6k Google searches/mo.
Exclusive care clubs. Private, concierge care clubs are now popping up for humans and pets could be next. Think exclusive access to in-demand services (trainers, emergency vets, vetted pet sitters, etc). Not to mention this could accelerate other growing niches like pet longevity medicine.

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🧠 OPERATOR WISDOM

Trendster Jeremy Somers is a visual storyteller who has been creating images for most of his life.

When he realized he could offer his clients more value in less time by tagging in AI, he put all his eggs in that basket and took his content game to the next level.

He sat down with us to share five steps for creating great AI images:

Build out and learn your toolbox. In order to stand out in a sea of generic AI content, you will need to master these tools, or hire someone who has:
Start with a damn good brief. Your brand needs significant knowledge about itself to pull this off successfully. Keep in mind that it’s your responsibility to feed the AI:
- A campaign strategy, including where and how the content will be used and the goal of the campaign.
- Brand info, target market, mission, and values.
- A thorough product description.
- The brand’s taxonomy of colors, vibe, and voice.
Create great prompts from the brief. Pull out the adjectives and verbs that give it life. Use these in your prompt to generate the right vibe. Many people are using prompts without enough detail to generate content that holds value for a brand. Don’t be one of them.
Hand it to the idea people. There is a taxonomy of visual content that expresses color, texture, voice, mood, and other elements in vivid detail. Pros are fluent in this language. These creatives elevate prompts into well-articulated, detailed statements that generate content aligned with the brand’s image and campaign goals.
Bring in the branding. After the AI images are created, you’ll want to add logos, retouch, upscale images, and alter colors to ensure a unique end product.