ORLANDO, FLA. — Many stakeholders throughout the pet industry value chain have a vested interest in sustainability. The interest ranges from ingredient sourcing to regenerative agriculture to sustainable packaging and many other issues in between. But simply having a sustainability mindset isn’t enough to accomplish a sustainability mission, it’s important to understand consumer attitudes in order to tailor appropriate messaging.

The Pet Sustainability Coalition (PSC) hosted its Impact Unleashed track during The Pet Summit from March 24 to 25 in Orlando to explore sustainable packaging, eco-friendly ingredients, emissions reduction and corporate responsibility in the pet industry. 

In a session titled, “Data, Consumers & the Power of Social Listening” on March 24, panelists took the stage to share insights about today’s consumers and the best ways to reach them on the topic of sustainability. 

“There are a lot of things that we can be doing in sustainability, and we need to use data to prioritize what we start on and what works best for your company,” said Sophie Gildesgame, director of operations and finance at PSC. “If you want to know where the pet industry is headed, data can point you in the right direction, but it’s the meaning behind the data that will show you how to get there.”

While many in the pet food industry have a sustainability story to tell, knowing where to start is a common challenge. Alisa Hamilton, founder of Harvest Insights, a boutique market research firm that specializes in translating consumer data into actionable insights, said the first step to telling a sustainability story is knowing who you’re telling that story to. 

Hamilton shared insights from the Yale Program on Climate Change, which identified six different mindsets when it comes to the topic of climate change. Understanding these mindsets can help assess different audiences for sustainability messages. The Yale study outlines the following groups:

• Alarmed – those who view climate change as a serious problem that needs immediate action
• Concerned – those who acknowledge the threat of climate change but still see it as a distant threat
• Cautious – those who are unsure if it’s real or human-caused
• Disengaged – those who know very little about climate change
• Doubtful – those who are skeptical about the science of climate change
• Dismissive – those who deny the existence of climate change

The Yale study identified 26% as Alarmed, 28% as Concerned, 18% as Cautious, 5% as Disengaged, 12% as Doubtful and 10% as Dismissive.

When looking at premium pet food customers and issues of sustainability, Hamilton suggested pet food customers fall into three groups — Engaged, Unrealized and Disinterested. Results from a Harvest Insights study showed 21% of respondents fell into the Engaged group, which would be comparable to the Alarmed group from the Yale study. These consumers tend to be younger (under 40); are more likely to have children and live in an urban area; are more likely to feed their pets a raw or alternative diet; and spend 1 ½ times more on their pets per month than the other consumers.

The Unrealized group, which would consist of the Concerned and Cautious consumers, made up 50% of premium pet food shoppers. These consumers are 60% females; less likely to have children; don’t have enough knowledge about sustainability to know what makes a difference; and identify sustainability as a consideration when purchasing, but not the primary reason for the purchase decision.

The Disinterested group, 29% of the respondents, consists of the Disengaged, Doubtful and Dismissive from the Yale study. They are older and have slightly lower income, are more likely to be Caucasian, are driven more by price for pet purchases, and do not consider sustainability when making purchasing decisions.

According to the Harvest Insights data, 71% of premium pet food shoppers are either Engaged or Unrealized when it comes to sustainability issues — opening the door to potential conversations and influence when it comes to sustainability messaging.

“A large percentage of the market out there is open to your sustainability story,” Hamilton concluded. “Be really intentional in how you talk to them and how you share your story and explain why it’s important.”

Barriers to sustainability

Shannon Landry, market research analyst and brand manager at Packaged Facts, also shared her perspective about pet owners and their attitudes toward sustainability, and the potential barriers the industry might encounter.

According to a Packaged Facts pet owners survey, 56% of respondents say they have a lot to learn about living more sustainably; 46% say they live a sustainable lifestyle; 38% say they can’t afford to live a more sustainable/eco-friendly lifestyle; and 36% say they are more willing to pay extra for more sustainable products and services.

The survey revealed an underlying desire by pet owners to be more eco-conscious — 72% would buy eco-friendly products if they were less expensive; 57% are more likely to buy a brand that is committed to reducing environmental impacts; and 55% are more likely to buy from a store or website that is committed to reducing environmental impacts. 

While those attitudes seem positive, Landry pointed out a disconnect when the pet owners are asked specifically about purchasing pet products. Only 13% are influenced by a retailer or brand’s corporate values when buying pet products and only 13% are influenced by a retailer or brand’s sustainability and eco-consciousness when buying pet products.

“So as far as you’re concerned, your goal should be to do what you can, not just to educate pet owners, but to connect the products that you’re selling to sustainability in a bigger picture way,” Landry advised.

When asked “what sustainability means to you,” 70% of pet owner respondents said buying pet foods in packaging that is recyclable or made from recycled materials; 52% said buying foods that are plant-based or made with alternative proteins; and 48% said buying pet foods made with alternative or plant-based proteins. 

Digging deeper into alternative proteins in pet food and treats, Packaged Facts survey pet owners strongly supported using more sustainable alternative protein ingredients in pet food and treats (49%). Seventeen percent liked the idea of using plant protein in pet food and treats; 13% liked the idea of vegetarian or vegan pet food and treats; 12% liked the idea of using insect proteins; and 9% liked the idea of using cultured or lab-grown meat in pet food and treats. 

“I think messaging is important here,” Landry said. “Make sure that consumers understand that their pets are still getting the same nutrition, even though this protein may be unfamiliar to them.

“Pet owners want to shop sustainably, although they don’t always know what that means,” she added. “They might need some education to help them along the path. Expense can be a hindrance, but education is key for gaining acceptance.”

Read more about sustainability efforts across the pet food and treat industry.