Written by on . Pegasus.

Pet Persona Focus: The Good Companion

Pegasus has conducted a study examining recent trends and behaviours in pet ownership. Each month, we have been introducing you to a different pet owner persona identified by the research and May’s persona is The Good Companion.

Older, more experienced pet owners often value their pet as another member of the family. The Good Companions prioritise the health and wellbeing of their pet, have an organised routine, and generally rely on their vet for health advice, product recommendation and information. This is the most established persona, with 46% of our surveyed pet owners reporting that their pet is at the heart of the home and they love them as part of the family.

Predominantly aged over 45 and living in child-free homes, we can assume that these ‘empty nesters’ care for their pet like a child or beloved companion. Coupled with the fact that almost all owners in this group believe their pet ‘understands them’ means it is no surprise they would reciprocate by being heavily invested in their pet’s health.

Indeed, Good Companions have the basics covered, being vet-registered, having up-to-date vaccinations, giving their pet regular exercise, and treating them for parasites. Almost all of these pet owners claim to take active measures to prevent their pet from becoming ill.

But despite this investment in their pet’s health and wellbeing, it is unlikely these owners will actively seek out health and new product information for their pets. That said, they still receive information, albeit passively through word of mouth (friends, family and their vet) and via traditional advertising channels such as television.

It appears Good Companions rely on their vet to do health and wellness thinking for them. The majority of these owners will go to their vet for advice when their pet becomes unwell, will take this advice whether they agree with it or not, and largely prefer to treat their pet with medicine prescribed by the vet. This does not necessarily reflect lack of effort but may simply suggest they don’t overthink their responsibility in pet ownership. This can be seen in other areas of health and wellbeing; for instance, they tend to buy ‘regular’ toys for their pet and feed them standard or supermarket pet food.

Next month we will reveal our last persona – the Practical Caretaker.

Our year-long ‘Pet Personas’ study involved an extensive review of all pet owner reports published in the previous two years, as well as primary research of 1,000 UK pet owners. Pegasus is offering clients in the animal health and welfare space a ‘first look’ at this study, with opportunities to book a consultation with Pegasus to better understand how the research applies to your business.

To receive a copy of the report, email animal@thisispegasus.co.uk

Director, animal health at Pegasus. 20+ years communications experience, 10 specialising in animal health marcomms.