MAY 1, 2006

Marley & Me

As I sat reading “Marley & Me” by John Grogan yesterday I felt that tight feeling in my chest - the one I always get when I am about to cry. “Shake it off,” I kept saying. “This is ridiculous. She is just a dog.” But the truth is she isn’t just a dog to me. Let me start at the beginning.

It was when I first started as an intern at the Lee County Humane Society that I knew I would give in. When I told my parents that I had accepted the position as fundraising coordinator at the animal shelter my father shuddered. “Now Margaret,” he said. “Promise me you will not get a dog.” Laughing to myself I tossed his concern aside and vowed to him that I would not adopt an animal. Three weeks later I gave in to temptation.

I named the tumbling, adorable, 8-week-old lab Audrey after my all time favorite actress, Audrey Hepburn. We did everything together. I taught her as best I could. We had a bond. It was my first true responsibility.

When I decided to move to DC, I made the heartbreaking decision to leave her behind with my parents. Reading this book yesterday brought all of those feelings of betrayal when I left her in LA rushing back to me.

Marley & Me is presently on the best seller list at number 5, but it peaked at number one a few weeks ago. There is no question why I think this book is top-notch. Why so many others think it is up for debate.

According to the American Pet Products Manufacturers Association:

63% of U.S. households own a pet, which equates to 69.1 millions homes 45% of U.S. households own more than one pet.

The pet industry generated revenue of just over $36 billion in 2005 and is expected to reach more than $38 billion this year.

In 1994, the industry had revenue of $17 billion.

The American Veterinary Medical Association reports that in 2004 pet owners in the United States spent $34.4 billion on their pets, thus making the pet industry larger than the toy industry (where spending was $20 billion).

Bob Vetere, the managing director of the APPMA, says, “Pets have become more of an important part of people’s lives, whether you call them an extended family or whatever. The strong growth in the industry demonstrates what an important role pets are playing in the lives of Americans. They have become a part of the family.”

The entire pet industry is expanding. Consider these facts from as well:

Interest in obedience training and related products is at an all-time high. Some 15% of pet owners used obedience training classes in 2005, up from 12% in 2004. (Packaged Facts)

North American pet owners paid $185 million in pet insurance premiums in 2005, up 23% from $150 million in 2004. The pet insurance market has grown 26% annually since 2001. Pet insurance premiums run from $200 to $500 annually. (Packaged Facts)

It is projected that the employment of animal-care and service workers will grow faster than the average for all U.S. occupations through 2014. (U.S. Bureau of Labor Statistics)

Lucky’s Pet Resort & Day Spa in Greensboro, SC, have more than doubled to 3,000 clients since it opened in June 2004. (Winston Salem Journal )

APPMA’s National Pet Owners Survey shows 27 percent of dog owners and 13 percent of cat owners buy their pets birthday presents, and 55 percent of dog owners and 37 percent of cat owners buy their pet holiday presents. (“Pet Spending at All Time High,” Business Wire, 4/5/2006)

I believe animals have become a more important part of people’s lives, of course in my case, perhaps they always were.

How Americans spend their free time and money is important for any business to study. We at New Persuasion look for deeper insight into what motivates and entices consumers to spend.