The Political Economy Of Pets

7 Pages 1702 Words

arket. Marketing and training programs were instated to educate the general public about responsible pet ownership. The message the marketing campaign chose was perhaps the most interesting part of the entire pet industry phenomenon. By conveying pets as vulnerable and loving the marketing campaign advocated that pets were more than just pets, they were like “surrogate children.” As the campaign came underway specialty pet products sprung up. Pet stores sprang up in shopping centers across America. The specialization of the modes of distribution for these pet products created an entire new discourse for pets as special. The more-than-just-pets mentality was like a seed planted in a fertile mind.
Competition in the specialty pet food market further defined the discourse surrounding pets and their ownership. Supermarket brands of pet food started to manufacture specialty brands. Distribution channels became more common and as market competition drove entrepreneurs in search of an untapped market, the Internet business became the next lo...