Pets join the family and business is booming

The recently proposed $338 million merger of Australian vet and pet products companies Greencross and Petbarn illustrates something that perhaps we have known for a while now: our pets are becoming more important to us than ever before. Pets are no longer viewed simply as animals, but have become “humanised” to the point that they are considered by many to be members of the family. Indeed, nearly 90% of Australians polled in a recent survey said they thought of their dog or cat as a member of the family, and even admitted to treating them better than human family members, which has a substantial impact on purchasing behaviours...