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Each spring, the gelato shops in my hometown of Lugano open to predictable queues of locals and tourists. But this year's menus held a surprise: ice cream designed for dogs, available in chicken, prosciutto, or beef.
But these aren’t the only businesses adapting to cater to four-legged customers: luxury fashion houses have launched lines for dogs - for example Pharrell Williams’ Resort 2026 collection for Louis Vuitton, pet-crocs were introduced to the market, toothpaste brands have expanded into canine health, and commercial airlines are improving the experience for pet owners looking to travel with their companions. Additionally, a plethora of novel business ventures popped up, providing everything from digital-first veterinary care, smart collars to monitor pet health, customizable pet buggies, “pawtisseries”, and high-quality raw frozen food.
This explosion of pet-focused products and services isn't just savvy marketing, but rather reflects a fundamental shift in how we view our relationship with the animals we share our homes with. There is evidence of humans having relationships with dogs and cats from millennia ago, but the significance of that relation is changing. Pet owners increasingly call themselves 'dog mama' or 'cat dad', and the acronym DINKWAG (Double Income No Kids With a Dog) has emerged on social media over the past years to describe this new family structure. For many, it’s no longer about owning a pet, but rather seeing them as a member of the family. With the exception of service animals, most dogs and cats are not required to have a functional purpose such as “guard dog” anymore.
As the human-animal relation evolves, public institutions are rethinking certain services to treat animals as - in fact - family members. In the United States, this process was largely kicked off in the aftermath of hurricane Katrina, during which many individuals refused to be evacuated without their dogs and cats: people expected their pets to be also granted the right to evacuation. When couples divorce, most jurisdictions still categorize pets alongside furniture and household items. This legal framework has ignited passionate debate, with advocates arguing that companion animals deserve the same custody considerations as children.
Some observers trace this new status of animals within families to declining birth rates in developed countries. The shift has been so controversial that the late Pope Francis even expressed his opinion on the matter in 2022, suggesting that choosing pets over children was a selfish choice by young individuals.
Whether or not you agree with him, the bond between humans and their pets is undeniable. It has moved from the periphery to the center of how many people structure their lives, complete with ice cream on warm summer days.
What is your relationship with your pet like? And importantly: would you buy your dog chicken-flavored gelato?
Sanjna
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