Pet economy as a management laboratory
Seen up close, the pet economy offers far more than a sequence of consumer trends: it shows how companies are called upon to manage structural tensions that reshape products, services, innovation, and business models. The humanization of the animal, the gap between those who purchase and those who benefit, and the sector’s historically secondary position relative to markets “for humans” generate not only specific challenges, but also original opportunities for learning and transformation. In this scenario, the strongest companies are not those chasing the most eye-catching technology, but those able to integrate innovation, trust, practicality, and quality of experience within a relationship of care. An excerpt from “Pet Economy” by Laura Colm (Egea, 2026).
