Dogs Are New Moneymakers: How Our Companions Are Taking Over Marketing

As a marketer and a dog owner, I’ve been noticing something lately — dogs are showing up in more and more marketing campaigns. And I’m not talking about pet brands. Dogs are everywhere, from tech ads to luxury fashion, from car commercials to bank promotions.

At first, I thought, okay, cute marketing trend. But the more I looked into it, the more I realized this isn’t just about cute dogs. It’s about money. And consumer behavior.

Let’s talk about it.

Millennials? Again?

Millennials (hi, it’s me) are leading this shift. They are more likely to own pets than previous generations and treat them like family.

In fact, 76% of millennials consider their pets their "fur babies," prioritizing spending on them even over traditional family needs. Many millennial households now have dogs instead of children, reflecting a significant shift in the way people view "family." Source.

Brands are picking up on this shift — which is why instead of that classic young couple with a baby in ads, we’re seeing… a dog.

Dogs in Ads (and numbers)

Integrating dogs into advertising campaigns has proven to be a highly effective strategy for brands across various industries, not limited to pet-related products. They make people trust brands, feel happy, and actually engage with the content. And the numbers prove it:

Studies show that ads featuring dogs receive a 1,642% increase in views on platforms like YouTube compared to those without, and posts with dogs garner 89% more comments and 19% more likes on social media. Source.

Brands that use dogs in their organic social media content experience a 337.4% increase in likes and a 226.9% jump in comments. Source.

So it makes total sense that brands — whether they sell cars, insurance, or skincare — are throwing dogs into their campaigns to boost engagement.

Dogs in action (ads examples)

Brands across industries are realizing that dogs aren’t just cute, they sell. I mean, just look at some of the best recent campaigns:

Volkswagen – The Bark Side

L'Oréal Paris - Lash Paradise Big Deal Mascara featuring Cara Delevingne and the dog ofc.

Subaru - Dog Tested TV Commercial

IKEA - Hej Hej Hej! (2024 Christmas Ad)

Not a pet brand? No problem. Just sell pet stuff. Here’s where things get even more interesting — brands that have nothing to do with pets are now making products for them.

Luxury brands like Louis Vuitton, Prada, Tiffany & Co., Gucci, and Dior (…the list is endless) now have designer dog leashes, bowls, and even $60,000 pet carriers.

Louis Vuitton’s Spring/Summer 2025 Pre-Collection

Car companies are creating dog-friendly car designs. Think about Land Rover with its portable dog shower, access ramp, and quilted cargo liner. Nissan took things even further with a dog-friendly concept SUV. It includes a 360-degree dog wash, built-in dryer, and a two-way intercom so you can talk to your pup while driving.

Land Rover has launched a range of pet packs to pamper dogs and leave them in the lap of luxury

IKEA is selling pet furniture that’s honestly nicer than most of my own furniture.

Brands aren’t just targeting pet owners — they’re actively designing for them.

And … Petfluencers

Dogs aren’t just showing up in brand campaigns. They’re becoming the influencers.

Luxury fashion brands such as Gucci and Marine Serre are actively collaborating with "petfluencers," or social media stars who happen to be pets.

Gucci, Celine and Christian Louboutin are among the luxury brands catering to pets. Photo: Courtesy of Gucci, Celine, Christian Louboutin x Mytheresa

According to Vogue Business, some brands get better engagement from pet influencers than human ones. And honestly? I believe it. I will 100% watch a dog unbox a designer bag before I watch another 17-year-old influencer do it. Source.

Okay, but let’s keep it ethical

While dogs are becoming a staple in marketing campaigns, it’s important to remember that their involvement should always prioritize their well-being. We’re in an era where brands can harness the power of animals to connect emotionally with consumers, but we must ensure this doesn't lead to the exploitation of our pets.

Just like human actors, dogs should be treated with respect and care. Ethical marketing means putting the animal’s health, comfort, and happiness first. Brands have a responsibility to treat them like the good boys and girls they truly are.

Thoughts

Dogs in marketing are more than just a cute trend—they reflect a fundamental shift in consumer behavior. Pet parents are a powerful, growing demographic that brands can no longer ignore.

And as much as I love this trend, I still have one question: would I buy my dog a $60,000 Louis Vuitton kennel?

… Yes. And I’d definitely get him the matching LV leash.

What do you think? Have you noticed the rise of dogs in advertising? 🐾