Public relations in the pet industry has never been more influential, or more complex, than it is heading into 2026. Consumer expectations have shifted dramatically, technology is reshaping how pet parents discover and evaluate products, and the industry’s accelerated growth has brought new scrutiny. What once worked as a reliable brand-building playbook is no longer enough. Today, PR is no longer a support function; it is a strategic driver of trust, discovery and differentiation.
The pet space has always been emotionally driven, but the next era belongs to brands that pair that emotional intelligence with strategic rigor. Pet parents are more discerning about the products they bring into their homes, the information they trust, and the communities they align with. To meet them where they are, and to earn their long-term loyalty, brands must evolve how they show up in the world.
Below are the biggest PR shifts defining 2026 and what every pet company must get right to stay competitive.
1. Influencer Partnerships Must Be Real, Not Rented
Influencer marketing remains powerful, but the rules have changed. The race for follower count is over. Today’s pet parents are increasingly skeptical of polished, formulaic content that could just as easily be promoting skincare or kitchen appliances. What resonates now is creators with authority, lived experience, and a genuine point of view within the pet world.
In 2026, credibility outweighs scale. Pet parents want to hear from people who spend their days training reactive dogs, enriching indoor cats, rehabilitating rescues, or navigating complex health conditions. These creators are not content machines; they are community figures who have earned trust through expertise and transparency. Their audiences are highly engaged, highly discerning, and highly influential within their niche.
For brands, this means shifting from short-term sponsored posts to long-term, mutually beneficial partnerships. It means working with creators who can meaningfully speak to a product’s purpose, not just its features. And it means empowering those creators to maintain their voice, even if it means letting go of overly curated messaging.
Authenticity is no longer a buzzword; it is the filter through which all influencer work will be judged. When partnerships feel real, consumers respond. When they feel rented, they scroll past.
2. Retail Integration Has Moved From Optional to Essential
The pet industry continues to be heavily influenced by retail environments, both physical and digital. What has changed is the role retailers now play in discovery. For many pet parents, the retailer is not just where they purchase; it’s where they learn, compare, validate and ultimately decide.
This is why retail-integrated PR is becoming one of the most important growth levers in 2026.
Brands must think beyond the shelf. Yes, packaging matters, but discovery now happens long before a shopper ever walks into a store or clicks on a category page. Retailers’ owned educational platforms, in-store experiences, live shopping, community events, and digital content ecosystems increasingly act as trusted media channels.
PR strategies that integrate with retailer programs, whether through thought leadership, educational content, or advocacy-driven storytelling, create consistency in the consumer journey. They reinforce that a brand is not simply competing for a momentary sale but is actively contributing value to the retailer’s customers.
The relationship between brands and retailers has become more symbiotic. Retailers want partners who bring insights, cross-channel storytelling, and community engagement, not just promotional dollars. The brands that win in 2026 will be the ones who build PR strategies that recognize retail as a critical discovery engine rather than an endpoint.
3. Crisis Navigation Is Non-Negotiable
Every brand, no matter how beloved, will face a moment when something goes wrong. In the pet industry, where safety and trust are foundational, the stakes are even higher. What has changed in the past two years is the speed at which narratives form and the expectation that brands respond quickly, transparently, and responsibly.
Silence is not an option in 2026. Today’s modern media cycle moves at the pace of social conversation, not newsroom deadlines. A single post in a community group can trigger a wave of concern. A misinterpreted video can evolve into a reputational threat. This environment demands a crisis communication playbook that reflects the realities of digital behavior.
Brands must prepare for crises before they happen, scenario planning, message frameworks, internal alignment, and established protocols for rapid response. Just as importantly, brands should understand how their values guide their actions when issues arise. Pet parents can forgive imperfection, but they will not forgive ambiguity.
The companies that navigate crises successfully are those that prioritize consumer safety, communicate with empathy, and move with urgency. The ones that falter are those who underestimate how quickly trust can be shaken, and how hard it is to rebuild.
4. Earned Media Is Driving Search, And It’s Now a Non-Negotiable Part of the Marketing Mix
Earned media has always been a cornerstone of PR, but its value has evolved. In 2026, earned coverage is one of the most influential drivers of how pet parents search, discover, and evaluate products.
Search engines increasingly elevate authoritative sources, trusted publications, expert commentary, and credible reviews. Social algorithms do the same. And AI-powered search tools rely heavily on verified media inputs when generating recommendations.
This means that earned media is no longer just about visibility; it is about discoverability.
Pet parents are inundated with choices, especially in categories like nutrition, supplements, accessories and wellness. When they turn to search, they’re not looking for ads; they’re looking for proof. Articles, experts, and independent evaluations provide that proof in ways paid marketing cannot replicate.
Brands can no longer afford to treat earned media as a “nice to have.” It is a critical component of a modern performance engine. Strong earned coverage builds authority. Authority drives search. And search drives sales.
The brands that invest meaningfully in earned media today will be the ones consumers instinctively trust tomorrow.
5. Community Is the New Conversion Engine
From dog park meet-ups to breed-specific Facebook groups to TikTok comment sections dedicated to enrichment ideas, communities have become one of the most influential forces shaping pet parent decisions.
These spaces are not just social; they are educational, supportive and deeply trusted.
What’s powerful is that these communities often surface consumer need states long before they appear in trend reports. They show where confusion exists, what behaviors are evolving, and what consumers truly care about. For brands willing to listen, they offer unmatched insight.
But more importantly, community influences conversion.
When real pet parents recommend a solution, demonstrate how something works, or share a personal experience, the impact is immediate and persuasive. Community validation often outweighs any form of advertising.
A strong PR strategy must view community not as a channel to push messaging into but as a conversation to participate in thoughtfully. Brands that show up with value, transparency, and a genuine desire to empower pet parents earn loyalty that cannot be bought.
6. The Humanization 2.0 Effect: Moving Beyond Surface-Level Storytelling
Humanization has defined the pet industry for more than a decade, but we are now entering Humanization 2.0. This next phase is not about treating pets like family; that is already universally accepted. It is about answering deeper, more specific questions pet parents have about the products they choose and the care they provide.
Surface-level storytelling about love, bonding, and companionship is no longer enough.
Pet parents want clarity on ingredients, functionality, behavioral impact, enrichment value, and long-term health outcomes. They want to understand not just what a product does but why it matters. And they want brands to meet their sophistication with equally sophisticated communication.
Humanization 2.0 rewards brands that lead with education, transparency, and science—without losing emotional resonance. It challenges companies to move beyond marketing tropes and into meaningful value.
In many ways, this is where PR becomes the connective tissue between brand purpose and consumer need. It helps companies articulate their “why” in a way that reinforces trust, reduces friction, and empowers pet parents to make informed decisions.
The Future of Pet Industry PR Is Strategic, Holistic, and Human
As we enter 2026, the brands best positioned for growth will be those that treat PR as a strategic function, not a promotional one. The pet industry is evolving quickly, and so are the expectations of the people who fuel it. Pet parents want authenticity, authority, transparency, and community. They want brands that listen and respond with intention.
PR is the discipline that brings all of this together.
The companies who understand that, and who invest in doing it well, will shape not just the next chapter of the industry, but the future of how consumers care for the pets they love.
Marijana Gucunski serves as senior vice president within the Consumer division at 5W Public Relations, leading communications programs for global and emerging brands. Acting as a true extension to client partners, she is accomplished at developing and executing integrated communications strategies that include media relations, events, influencer and celebrity programming, digital/social campaigns, partnerships and more.
