Like toilet paper and hand sanitizer, pets have become a hot item during the pandemic. Animal shelters across the country are being completely cleared out as people seek out creature comfort. In fact, more than one in four 18-37-year-olds with pets got their new friend during quarantine.* Pets are bringing much-needed doses of positivity: two-thirds of Gen Z and Millennials living with pets agree their pet has helped them stay positive during this time.*
Pets are not only showing up in homes—we are seeing them brighten up our feeds, too. Online conversation around pet adoption spiked in mid-March, up 50% from the weekly average.** Whether they have a furry friend or not, 80% of Gen Z and Millennials say seeing animal content on social media makes them happy, and 74% agree that they find comfort in animal content on social media.* Additionally, pet-related hashtags such as #MeetMyPet, #PetRoutine, and #TreatYourPet have been trending on TikTok throughout the pandemic.
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Creature Comfort: How Pets Are Here To Rescue Us All In 2020 is part of Fullscreen’s new feature Culture Hot Takes from the Cultural Forecasting team, where we look at trends at the intersection of culture, entertainment, and brand intelligence, giving brands a glimpse of what’s new and next and how to capitalize on these key shifts.
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* Fullscreen TBH Pet Survey (6/12/20-7/15/20, N=400, 18-37-YEAR-OLDS)
** Netbase, 1/1/20-5/13/20