Four-legged furkids. $40 billion wallet. These things don't happen overnight. For Fido and friends, the dog days are officially over. These days, our furry, feathered and scaly companions are a bona fide consumer segment, with an estimated $40 billion at their disposal.
A little shocking? Sure. (They don't have opposable thumbs, after all.) But like so many other emerging trends on our radar, we saw this one coming … and our clients did too.

Here at Iconoculture, we use forward-looking insights and pioneering methodology to identify and unpack the cultural implications and strategic applications of major cultural shifts and emerging consumer movements. From day-to-day observations to strategic analysis, we keep our clients on top of the trends, ahead of the times and closer to the consumer than ever before. How do we do it? (Market)watch, and learn…

Iconoculture Observation Timeline: Pets are People Too!
From posh products to furkid family values, we've been tracking the rise of pet culture across the consumer landscape for over a decade. Here's how we saw it … and what we told our clients.

1997: Citing primary observations like down-filled dog beds and natural pet foods, Iconoculture co-founders Vickie Abrahamson and Mary Meehan ID emerging trend "Toto Too" in their book The Future Ain’t What It Used to Be: The 40 Cultural Trends Transforming Your Job, Your Life, Your World.

2002: Early rumblings roll on as Iconoculture's cultural observers report on the emergence of veterinary insurance, holistic pet care, all-day pet spas and animal trust funds. 

2003: "Pets are people too" movements gain momentum as "pet owners" became "pet guardians," Bloomingdales opens its Bark Avenue boutique and Throw Me A Bone Cookbook introduces gourmet cooking to canine diets. 

2004: Dogs join the social networking movement with Dogster.com. Poochie sushi and doggie Kimonos infuse pet culture with Cultural Fusion. The Meow Mix café, the first ever feline-friendly restaurant, is catnip for catlovers, and LA Dogworks, a full-service furkid resort, opens in LA. 

2005: Iconoculture introduces Creature Kingdom as an official, critical mass Macrotrend, recognizing the unprecedented status of pets in American consumer culture. Key observations include Bark Mitzvahs, animal acupuncture, pet travel agents, dog yoga and expanded animal healthcare programs. 

2006: A cultural tipping point. Creature Kingdom mainstreams as dogs, cats and other critters become a marketer's best friend. From Happy Tail Ale to BowWow breakfast cereal, Fido's in fat city (and struggling with obesity). Pet Fashion Week debuts in New York City, and cat-based reality show Meow Mix House has kitties clawing their way to the top of the scratching post. On the Home & Garden front, high-end pet beds mainstream and AC and heat elevate the doghouse to posh new heights.

2007: Creature Kingdom is a full-blown consumer segment, resonating across vertical categories and accounting for $40 billion in consumer spending. So far this year, we've reported on pet passports, pet car seats, pet chauffeur services, doggie wineglasses and a new designer pet fragrance, Juicy Crittoure.

See what's coming (and so much more). Iconoculture breaks down raw, relevant, real-time market observations into actionable consumer insights, forward-looking trends and innovative opportunities for growth and innovation. Knowing "what's next" is only the beginning. Find out more…