What COVID-19 has taught us about our pets

These days, I find myself thinking fondly of the “good ole’ days.” As in, January. The time before the pandemic that made Zoom boom, travel halt, and uncertainty sometimes feel like our only consistency. Today, it can be easy to slip into a waiting game – waiting for better times, better days, anything better.

Yet, there is better to be found, right here and right now. Spending my entire career in the animal health space, I have had the chance to see how animals make life better. And, with the current COVID-19 world we all live in, many pet owners now see that daily benefit, too.

From pandemics to politics and social injustice to social distancing, it’s no surprise that this year is evolving our relationship with our pets. But the way 2020 has elevated our relationship with our pets proves the point that healthy animals make us better.

So, while it feels the world has really gone to the dogs – we’re all better for it.

Dogs are more than their human’s best friend – they are an integral part of our support system. Research has proven that pets improve our mental and social health and lead to increased social competence, social networks, and social interaction. And those benefits are becoming more widely acknowledged. According to Elanco’s recent survey of dog owners, more than two-thirds (68%) said their dogs have become even more of an emotional companion over the course of the pandemic.

And dog owners are repaying this increased emotional support by spending more on their dog’s health and happiness. The survey showed dog owners are spending more on toys (+9.7%) and treats (+9.7%), as well as supplements and over-the-counter medication (+22%). The increase in daily quality dog time is also increasing owners’ understanding that making life better for their canine friends makes life better for them.

Recognizing this evolution of our relationships with our pets is essential as we work to ensure happy, healthy pets today and in the future. And when we finally get to our “next normal,” there’s no doubt that our pets will continue to provide the emotional support and companionship we need to thrive.

Here are the three key ways Elanco is activating to meet the evolving needs and wants of pet parents:

1. Partner with the next generation of pet owners. Our survey results showed that younger generations rely even more on their pets. Millennials are getting new dogs at 4x the rate of Baby Boomers. Three-quarters (75%) of Gen Z, Millennials and Gen X have become more emotionally attached to their pooch, and nearly half (45%) of Gen Z report including their dog in a video chat during the pandemic.

We are working to better serve pets owners where and how they want to be served through our omnichannel presence and emphasis on connecting with pet owners real time.

2. Expect dogs to be (even more) omnipresent. Increased time with our pets won’t subside when the pandemic does. Across all genders and generations, the survey found that 14% of dog owners have an increased desire to spend more time with their pet. After the pandemic ends, people say they’re 10% more likely to work from home more often so they can hang out with their dog, and 11% more likely to take their dog more places. This means Elanco needs to do a better job of elevating the need for routine preventative care for pets and creating more convenient options to ensure preventative care – like worm, flea and tick prevention. A study Elanco recently completed with IDEXX showed of the estimated 76 million dogs in the U.S., more than 15 million of them could be unintentionally spreading parasites into the environment on any given day. Preventative care must be available to keep our four-legged pals healthy and able to be with us 24/7.

3. Preserve the positive pandemic innovation. Difficult times demand innovative solutions, and many of those solutions are filling gaps that were not as evident in pre-pandemic times. One such example – veterinary telemedicine. Increasing access to professional veterinary guidance helps overcome time and transportation barriers for many pet owners, helping them to more easily gain the guidance needed to care for their pet. This is why Elanco recently announced a collaboration with VetNOW, during a time when the industry is challenged to find new ways to connect veterinarians and pet owners safely.

While we all feel stuck in a state of perpetual waiting for better times, take a closer look at those rare silver linings. When you do, it becomes clear that one important aspect of life – the special bond we share with Fido or Fluffy – has already changed for the better. That realization can take us from waiting to creating. Creating a greater understanding of our pets’ ability to help our well-being…creating new solutions and services to ensure those pets – and their human companions – find even better health, happiness and purpose.