Pets, Their People & the Planet

Nov 10, 2023

Marketing as a primarily green business has its own set of challenges and benefits. Customers often seek out natural products on their own, and yet there are still plenty of people who don't fully understand the benefits of green items and businesses.

Businesses that are more on the natural side can often market themselves just through their products. No matter how a company prides itself on being green, there are endless ways to market to consumers.

Spencer Williams, CEO of West Paw, says his company believes that transparency about the work that they do is the best form of marketing. The brand loves to show and talk about how they make things in their factory in Montana, and how they develop the innovative materials and products.

"Becoming the pet industry's first certified B Corp helped us establish a level of trust and transparency for our customers," Williams said. "This year, we are so proud to be celebrating our 10th anniversary as a certified B Corp."

Another holisitic company, Earth Animal, was founded by Dr. Bob and Susan Goldstein who use their veterinarian experience to treat dogs and cats using nutrition as a modality, which helped Earth Animal be named a B Corp recently.

"This certification offers a rigorous structure to follow, aligning with our green policies of protecting people, animals and the environment for nearly 50 years," Susan says. "Our ongoing sustainability efforts are messaged and are visible everywhere both internally and externally in the public domain."

Products Fueling Marketing

For sustainable dog food and treat company Jiminy's, they tend to let their products speak for themselves, especially with their insect protein.

"Insect protein is a novel protein so it's not only nutritious and uses less land and water, but it's great for dogs with digestion or allergy issues," says Anne Carlson, CEO. "On top of that, we also fight climate change and are humane. If you ask yourself what's important to you, and you seek to be low impact, eco-conscious, and healthy, you’ll find that we answer a lot of questions."

New Zealand-based ZIWI focuses on its ingredients and recipes to stand out among other green companies. But they don't rely solely on their products to entice consumers, according to Karlyn Kubin, branding and marketing specialist.

"We use marketing as a tool to educate about the importance of ethical and sustainable practices," Kubin says. "It is up to us to share our message as an advocate for the environment. We are lucky to have great partners, such as the Pet Sustainability Coalition, to help us lead the charge in promoting sustainable and ethical sourcing for the pet industry."

Earth Animal also strives to be a source for natural products by honoring the veterinary oath Bob took in the 1960s, which is to "cause no harm."

"This is exhibited in the products we sell: foods, supplements and treats," Susan says. "It includes the consciousness behind the formulations, sourcing of ingredients, especially humanely raised animals, green packaging, the philosophy and ethics behind our marketing, as well as futuristic objectives to become a totally plant-based company. We also strive to support charitable efforts in sustainability by corporate tithing and donating 1 percent of our annual sales."

Owners of smaller pets also seek out greener items to buy for their tiny friends. Supreme Petfoods now has the widest range of veterinarian recommended species-specific food for small pets as the company has focused on nutrition that mirrors wild diets as closely as possible.

"At Supreme, our commitment to natural nutrition is more than just a core belief—it's a way of life," says Claire Hamblion, marketing director. "We understand that today's consumers look at the bigger picture when making purchasing decisions and we always strive to do our utmost for all, not just small pets—for example, all our products are palm oil free."

Future Generations

It's no secret that millennials and Gen Z are both green conscious consumers, and that extends to their furry family members, too.

"Now more than ever, our work is to use our business as a force for good to help future generations enjoy a healthy planet, productive work, and strong communities," Williams says. "At West Paw, we are all about people. It's not about striving to be the best business in the world, but instead we work towards being a business best for the world. As a Certified B Corporation, we believe in putting ourselves out there for the public to gain insight into our business, but it also pushes us to do better, for ourselves, for our customers, our employees and beyond."

Many brands use social media to reach these targeted audiences.

"Demographically speaking, Gen Z and millennials are our sweet spot so social media is a terrific way to reach them," Carlson says. "Jiminy's is still a start-up so we need to be efficient with our funds and Instagram, Facebook and TikTok have been natural channels for us. The best part of social media is its immediacy and interactive nature. We get instant feedback and it allows us to stay on top of issues and new ideas. That's oxygen to a growing company."

Hamblion says Supreme has launched two advertising campaigns, Food For Life and Great Value, targeted at Facebook, Instagram and YouTube.

"These campaigns are reaching a worldwide audience, raising brand awareness, and spreading the message about natural nutrition across the U.S., European and Australasian markets," she says. "We know that today's millennial and Generation Z owners are particularly interested in engaging with brands that share their values, and we’re proud to be a company that aligns with their commitment to sustainability and natural ingredients."

People & the Planet

West Paw doesn't sacrifice quality of its products, while still being able to transparently speak to their entire process, which builds confidence with customers.

"We have always focused on natural products since the beginning, and that's because it is our core business philosophy that we can have a successful business that is friendly to people and the planet," Williams says. "This effort is not led by one person. It was inherent in our culture and it attracts people to our team who want to make a positive impact by designing and manufacturing the most sustainable pet products possible."

Jiminy's has a strong bond with the rise in awareness of sustainability's necessity, according to Carlson.

"The products we purchase must get the most out of each drop of water and each inch of land consumed to create it," she says. "Insects are small so they use less resources—it's common sense and it's true. My favorite stat highlights this: one acre of land with cattle will yield about 202 pounds of protein after a year. The same acre with crickets will produce 65,000 pounds of protein per year. Even better, black soldier fly larvae (aka grubs) will yield over a million pounds of protein per acre per year. And I’m underselling it since cricket and grub farms are like warehouses, so you can stack them vertically. You’re maximizing the sustainability of that one acre footprint. It's the direction we have to embrace."

Sustainability and environmental impact is going to be a key topic of discussion going forward in the pet industry, according to Kubin.

"It is important for retailers to partner with manufacturers that provide high quality ethically and sustainably sourced products that will bring value to their stores," she says. "Not only are consumers asking for natural products, but it is important for the environment that we all shift our focus. Since the beginning, we have always strived to be what we call ‘Kaitiaki.’ This is a concept rooted in New Zealand Māori culture. It means embodying our role as guardians, caring for people, and protecting the land, sea, and its creatures for future generations."

At Supreme, the main focus is simple: natural nutrition is key to small pet health and wellbeing, Hamblion says.

"Current trends for ‘natural’ in human nutrition as well as pet mean that today's pet parents are looking for products that are free from artificial flavors or colors and rich in natural ingredients," she says. "Owners are happy because they know that feeding their pets a diet rich in natural ingredients is important for their pet's health, and ultimately supports longer lifespans. And of course it's always great to hear how much pets love the delicious natural flavors. Natural products are a win-win for pet and owner alike." PB

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