BUSINESS - IDEXX Supports Human Animal Bond Research

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IDEXX, a world leader in veterinary diagnostic instrument development and manufacture; reference laboratory services; and dairy and water testing, has become an official supporter of the Human Animal Bond Research Initiative (HABRI).

HABRI is a not-for-profit organization that maintains the world’s largest online library of human-animal bond research and information; funds innovative research projects to scientifically document the health benefits of companion animals; and informs the public about human-animal bond research and the beneficial role of companion animals in society.

“IDEXX is proud to support HABRI and its mission to advance human-animal bond research,” said Jonathan Ayers, Chairman and CEO of IDEXX Laboratories.

“IDEXX is committed to enhancing the health and wellbeing of pets and people alike by bringing to market the most advanced diagnostics and software in veterinary medicine. When we provide high quality care for pets, human health also benefits.”

Scientific evidence increasingly shows that pets improve heart health; alleviate depression; increase well-being; support child health and development; and contribute to healthy aging.

In addition, companion animals can assist in the treatment of a broad range of conditions from post-traumatic stress to Alzheimer’s disease to autism spectrum disorder.

“IDEXX is an innovative leader in pet health,” said Steven Feldman, Executive Director of HABRI. “By supporting HABRI, IDEXX is demonstrating its dedication to the human-animal bond and to keeping pets and people healthy together.”

With over 6,000 employees in 175 countries, IDEXX is a major player and their support of the relationship and health connection between humans and animals lends more credence, not just to HABRI, but to initiatives like One Health that is working to unite human and animal medicine.

By expanding interdisciplinary collaborations and communications in all aspects of health care for humans, animals and the environment, One Health Initiative hopes to accelerate biomedical research discoveries, enhance public health efficacy, expeditiously expand the scientific knowledge base, and improve medical education and clinical care.

DIGITAL - Research: The Growing Importance of Visual Content

Visual content has become vital to marketing, especially in the world of social media.

A recent study by Venngage surveyed over 300 online marketers and find out exactly how visuals influenced their marketing strategies in 2016, and what their plans were for 2017.

According to the survey, 77% of marketers stated that 71% to 100% of the content they published in 2015 contained visuals. Of that 77%, 40.5% of marketers stated that 91% to 100% of the content they published in 2015 contained visuals.

When asked about their use of visuals in their content strategy during the year 2016, 83.5% of marketers stated that 71% to 100% of their content contained visuals, and 53% of those marketers said that 91% to 100% of their content contained visuals.

This shows an incredible increase of 130% in the use of visual content in articles published by marketers.

41.5% of marketers said that original graphics, such as infographics and illustrations, were the most effective.

Most marketers, 60.8%, stated that the use of visual content was absolutely necessary to their marketing strategy.

Following that, 31.7% said that visual content was very important for their marketing strategies in 2017, however the amount of budget dedicated to visuals remained relatively low.

The biggest challenge faced by marketers was finding time to produce visuals on a consistent basis.

With video growing in popularity and visuals increasing in importance to get and retain viewer interest, marketers will have to continue to allocate resources to them.

Read the detailed results, complete with infographic templates you can use, on the Venngage blog.

HEALTH - ZenCrate Partners With Veterinary Behaviorist for Study on Anxiety-Reducing Dog Den

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When ZenCrate launched a kickstarter campaign last year for a crate designed to reduce anxiety in dogs, there was some question as to its effectiveness.

Designed with vibration-dampening technology and sound therapy, the crate sounded good to pet owners, but had limited data to back it up.

ZenCrate has now partnered with Dr. Lisa Radosta of Florida Veterinary Behavior Services to begin a series of clinical research studies that aim to determine the effect of ZenCrate’s anxiety-reducing abilities when it comes to noise and storm phobia in dogs.

“The ZenCrate holds promise as a part of a complete treatment plan for storm and noise aversion and phobias lowering fear, anxiety and stress in dogs afflicted with those disorders,” said Rodosta.

“I am excited to be a participant in upcoming research to assess the effect of the ZenCrate on fear, anxiety and stress in dogs afflicted with storm and noise aversions and phobias.”

Being one of the only 69 board certified veterinary behaviorists in the United States, Rodosta takes an innovative approach when it comes to her studies and use of medicine and has participated in tracking, obedience, herding and therapy dog work.

The crate includes an orthopedic memory foam bed, motion-activated music with a curated anti-anxiety playlist, sound insulation to reduce anxiety, motion-activated fan for improved ventilation and is WiFi enabled to view your pet from a smartphone.

Noise anxiety can be challenging to treat and historically has been managed through behaviour modification, anti-anxiety medicine, tranquilizers and gadgets like the ThunderShirt.

Last year, the FDA approved the first drug for noise anxiety in dogs - Sileo - which they recently released a warning about due to accidental overdoses.

BUSINESS - Pet Care Market Predicted to Reach $117 Billion in 2021

Euromonitor International’s most recent forecast for the pet care market predicts it will hit $117 billion in 2021.

In the report, Healthy Pets, Happy Owners: Health & Wellness Product Development in Pet Care, it is projected that value sales will increase at a compound annual growth rate of 2.4 percent at constant prices.

According to the report: “health and wellness has become perhaps the main driver of innovation in pet care.”

Dog and cat food brands abound with products promising to aid weight management, slow cognitive decline in aging pets, or are grain- or gluten-free, natural and organic.

In pet products, natural ingredients and well-being have come to the fore, while electronic gadgets are enabling owners to monitor the activity levels of pets and even play with them remotely.

Euromonitor’s study aligns well with Packaged Facts’ report on the increasing popularity of natural and organic foods for pets, and the Nielson study on the humanization of pet foods.

The report analyzes a variety of factors influencing the pet care market such as:

• Owners increasing unwillingness to compromise on the quality of food they feed their pets
• The evolution of protein
• The growth of internet retail
• The lengthening life expectancy for dogs and cats and the increased prevalence of overweight and obese pets
• The growth in pet tech
• The accelerating pace of humanization.

Purchase and download the entire paper from Euromonitor.

RESEARCH - A Family Dog Boosts Physical Activity of Disabled Kids

It’s well known that animal companions, service and therapy dogs can positively impact people’s health and well-being.

A recent case study has also shown that a family dog can help individuals with cerebral palsy by boosting their physical activity.

Researchers from Oregon State University studied a ten-year-old boy and his dog after initial assessments of the child’s daily physical activity, motor skills and quality of life.

A veterinarian examined the dog’s fitness for participation, and the interaction between the dog, a year-old pomeranian, and the child was also assessed.

Researchers designed an adapted physical activity, animal-assisted intervention where the family dog would serve as a partner with the child in physical activities.

The eight week program included a supervised physical activity program once a week for 60 minutes and participation in activities such as brushing the dog with each hand; playing fetch and alternating hands; balancing on a wobble board; and marching on a balancing disc.

The child wore a device to measure activity levels and had homework between the supervised weekly programs.

At the conclusion of the intervention, researchers re-assessed and found the child’s quality of life had increased significantly in several areas, including emotional, social and physical health, as assessed by the child as well as the parent.

In addition, the child’s sedentary behavior decreased and time spent on moderate to vigorous activity increased dramatically.

“These initial findings indicate that we can improve the quality of life for children with disabilities, and we can get them to be more active,” Megan MacDonald, an assistant professor in OSU’s College of Public Health and Human Sciences and corresponding author on the study, said in a release.

The researchers also found that the relationship between the dog and the child improved over the course of the therapy as they worked together on various tasks.

The dog’s prosocial, or positive, behaviour toward the child is a sign of wellbeing for both members of the team.

Based on the initial results, researchers hope to pursue additional studies involving children with disabilities and their family dogs, if funding can be secured.

Oregon families interested in learning more about future research projects related to this work can contact Megan MacDonald to be included on an interest list.

BEHAVIOUR - The Moral Judgement of Dogs

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How often do you help another person?

Whatever the answer is, your dog notices, and has opinions on the subject!

Recent research by psychologists at Kyoto University found that both capuchin monkeys and pet dogs showed a preference for interacting with humans who had demonstrated helpful behaviour towards other humans.

This is similar to the way that human babies show a preference for helpful adults, and may suggest an evolutionary trend among social mammals.

This ability to recognize, and show a preference for, prosocial behaviour among others may even be the origin of morality.

James Anderson, the lead researcher in the Kyoto University study, told New Scientist that, “I think that in humans there may be this basic sensitivity towards antisocial behaviour in others. Then through growing up, inculturation  and teaching, it develops into a full-blown sense of morality.”

Although this recent research focused on capuchins and pet dogs, other research has found similar social awareness in other animals.

Bonobos, for instance, have been found to recognize unfair treatment within their social groups, and react to the unfairness both with indignation if they are the victim and even intervention if they are a bystander.

Even rats have been shown to demonstrate what Frans de Waal refers to as “altruistic impulses,” and will attempt to free a suffering fellow rat before seeking chocolate, when given the choice.

But these altruistic impulses, which include altruism, empathy, and gratitude, are not necessarily the same thing as the recognition and judgement of other group members’ behaviour.

Third party evaluation of social behaviour, which is what human children, pet dogs, and capuchin monkeys have all now been shown to do, is a complex process.

Even more interesting and impressive is the fact that capuchin monkeys demonstrated an ability to, according to the Kyoto University’s study abstract, “monitor the context of failures to help and violations of reciprocity, and that intentionality is one factor underlying their social evaluations of individuals.”

This evaluation of motivations is particularly interesting given Frans de Waal’s assertion that reputation building is a critical part of human morality.

One piece of good news for dog owners now worried about their reputations among the furry set – having a pet dog makes it more likely that you will behave in prosocial ways.

Research published earlier this year found that the presence of a companion dog leads to behaviour that is “more cooperative, comfortable, friendly, active, enthusiastic, and attentive.”

So, while your dog may be judging you, they’re also helping you make choices that will get the wags.

About Tiffany Sostar

Tiffany is a published academic, an editor with the Editors Association of Canada, an independent scholar and researcher, and a self-care and narrative coach. She is particularly interested in the intersection of technology and identity - how our tools shape our selves and change our stories, and in how the nature of work is changing as we incorporate more technology into our daily lives.

HEALTH - At-Home Treatment for Canine Parvovirus

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Every spring veterinarians see cases of parvovirus in dogs.

In fact, the Calgary Humane Society recently closed their doors temporarily for an intense shelter cleaning when a pair of dogs came into the shelter infected with the disease.

Pet owners with sick dogs are faced with hospitalization of their pet - inpatient care that can cost thousands of dollars.

For the longest time, the only other option for those unable to afford the treatment was euthanasia.

Fortunately, a study at Colorado Springs University (CSU) tested in-home treatment for pups suffering from the disease with positive results, providing a cheaper option for dog owners.

Hospitalization will always be the gold standard of care and the Colorado study demonstrated a 90% recovery rate.

The subjects that received intensive at-home care, which cost approximately $300, had a recovery rate of 80%.

The at-home treatment relies on two drugs from Pfizer Animal Health (which funded the CSU parvovirus study): Maropitant, a strong anti-nausea medication given under the skin once a day; and Convenia, an antibiotic given under the skin once, and lasting two weeks; as well as administration of fluids under the skin three times daily.

"Rather than being hospitalized, our research shows that puppies can be successfully treated with a protocol that can be replicated at home," said Dr. Lauren Sullivan, who conducted the research in 2012.

A total of 40 dogs were admitted to the study group, randomized to one group that received traditional gold standard care and one group that received the at-home protocol.

"What we showed was that it is possible to treat dogs with parvovirus on an outpatient basis,” said Sullivan.

“If owners have the willingness to provide care at home, it’s a reasonable alternative. It’s not ideal and we still recommend inpatient care, but having this protocol as an option could help save the lives of thousands of dogs across the United States every year."

Puppies must meet criteria to be good candidates for being treated at home, such as being relatively stable cardiovascularly and able to tolerate injections.

The at-home treatment protocol is available on the CSU website.

Canine parvovirus can be prevented through vaccination and limiting puppy socialization until the vaccination cycle is completed.

HEALTH - Over 11 Million Raised for Pet Cancer Research and Treatment

Since their campaign began eight years ago, Petco Foundation and Blue Buffalo Foundation have raised over $11 million for pet cancer research and treatment.

They are continuing their fundraising initiative through May - Pet Cancer Awareness Month - encouraging pet lovers to join them in the fight against pet cancer by donating in Petco stores or online, and sharing knowledge about the early warning signs of pet cancer.

This year's goal is to provide more than $2 million in additional grants to support pet cancer treatment and research initiatives.

"With approximately 6 million dogs and nearly the same number of cats impacted by cancer each year, we continue to make it a priority to invest in solutions to fight pet cancer, the number one disease-related cause of pet death," said Susanne Kogut, executive director of the Petco Foundation.

"After losing my own dog to cancer just last month, this fight against pet cancer has really hit home. One pet family battling canine or feline cancer is too many – and we are inspired by the new treatment options our funds have helped support."

Recent investments include $1 million dedicated to helping families in need cover the cost of cancer treatment, including funds at seven university oncology departments as well as $1 million for pet cancer studies like the groundbreaking research being conducted to combat osteosarcoma in dogs.

Additional funding has been put toward innovative comparative oncology work like that at Canines-N-Kids, an organization committed to finding a cure for the devastating cancers that impact kids and man's best friend.

"Blue Buffalo and the Blue Buffalo Foundation have been committed to finding a cure for pet cancer since our inception," said David Petrie, President of Blue Buffalo Foundation.

"We are excited about collaborative efforts, together with Petco and the Petco Foundation, to raise funds for research, increase awareness of cancer warning signs and help pet parents with the cost of pet cancer treatment."

Donations can be made until May 28th in any amount during checkout in a Petco store, or by donating online.

FUTURE TRENDS - US Adults Spend Over 12 Hours Per Day Consuming Media

According to a new eMarketer study, US Time Spent With Media: eMarketer’s Updated Estimates and Forecast for 2014-2019, American adults spend 12 hours, 7 minutes per day consuming media.

Considering time is also spent working and sleeping, that’s an awful lot of time committed to media.

How is it possible?

It’s all thanks to multitasking - eMarketer counted two hours if a person spent an hour watching tv while also surfing on smartphone.

eMarketer also estimates that nonvoice time spent per day by smartphone users will rise from 2 hours 18 minutes in 2014 to 2 hours 42 minutes by 2019.

The continued growth in the number of apps is a factor in this increase.

More and more of the digital universe is designed to cater to smartphones, and this often takes the form of apps.

You can hear more about how US adults consume media in the latest episode of eMarketer's Behind the Numbers podcast.

Interested in Canada’s media usage trends? Check out IAB Canada’s report.

RESEARCH - Study to Analyze Effectiveness of Animal Assisted Therapy for Abused Children

Penn State researchers have been awarded a Eunice Kennedy Shriver National Institute of Child Health and Human Development grant to learn more about animal-assisted therapy in child abuse situations.

Brian Allen, a co-funded faculty member at Penn State’s Child Maltreatment Solutions Network, and his team will be analyzing the effectiveness of integrating animals into Trauma-Focused Cognitive-Behavioral Therapy —TF-CBT.

“TF-CBT is a structured, 12-session treatment for children who have experienced maltreatment such as physical or sexual abuse or exposure to inter-partner violence,” Allen told Penn State News.

During treatment the child is exposed to their memories and and thoughts related to the abuse.

Allen and his team will look at approximately 60 maltreated children ages six to 17,

half of whom will receive animal-assisted therapy during their TF-CBT sessions.

“We will compare the groups and measure outcomes such as the improvement of post-traumatic stress, along with reductions in depression, anxiety, and behavioral problems,” Allen said. “Our ultimate goal is to determine if animals enhance or weaken the effects of TF-CBT.”

Researchers will also look at therapy retention rates, child and caregiver satisfaction ratings, and how often treatments were missed or shortened due to the animal being unavailable or disruptive.

While the children’s responses are being measured, so are the animals.

Therapy animals will be assessed for stress as a result of being present during treatment.

Researchers will measure animal stress by assessing saliva cortisol levels in the therapy animals, as well as the animals’ behaviour.

“This study will be the first to address animal-assisted therapy for the treatment of maltreated children along with determining the impact of participation on the animals,” said Allen.

Many believe the presence of animals helps children cope with distress - allowing for greater discussion of traumatic memories, as well as improving the rapport between child and clinician.

This study will provide more data about the effectiveness of animal assisted therapy, specifically for children who have been abused.

Penn State’s Child Maltreatment Solutions Network's research efforts focus on the causes, prevention, detection, consequences, and treatment of child abuse and neglect.

FUTURE TRENDS - More People Watch TV on Computers than Televisions

A new study, which surveyed 26,000 internet users worldwide, has reinforced the global shift from traditional media to digital.

The percentage of consumers who prefer watching TV shows on television sets plummeted by 55 percent over the past year, from 52 percent to 23 percent, according to findings from the Accenture 2017 Digital Consumer Survey.

More than four in 10 consumers (42 percent) said they would rather view TV shows on a laptop or desktop, up from 32 percent in last year’s survey.

Thirteen percent said they prefer watching TV shows on their smartphones, compared with 10 percent last year.

“The dominance of the TV set as the undisputed go-to entertainment device is ending,” said Gavin Mann, global managing director for Accenture’s broadcast business.

“While a great number of people still watch plenty of TV shows on TV sets, our research uncovers a rapid acceleration in their preference for viewing on other digital devices — especially laptops, desktops and smartphones.”

The decline in TV viewing over the past year tracks with a four-year trend.

As recently as 2014, the survey revealed that nearly two-thirds (65 percent) of consumers preferred the TV set for viewing TV shows.

The study also showed the smartphone is becoming the preferred device for watching short video clips.

More than one-third (41 percent) of consumers said they would rather view these clips on their mobile handsets, a substantial increase from 28 percent last year.

The report makes several recommendations for how media companies should respond to the shift in consumers’ video consumption habits from TV sets to other devices. These include:

• identifying new ways to engage consumers with more-personalized video content across more types of screens;
• using more granular consumer data, segments and predictive analytics to help anticipate consumer preferences and find content they desire; and
• focusing more on their target audiences to identify exactly what content their viewers want to receive – and when, for how long and on what type of screen.
  
  
  
  

FUTURE TRENDS - Millennials Own More Pets than Other Generations

Millennials are, according to Bob Vetere, the President and CEO of the American Pet Products Association (APPA), “a very passionate, active, and connected group” of pet owners.

APPA released their 2017 National Pet Owners Survey at the end of March, and the findings indicate that, for the first time, millennials own more pets than Gen Xers or baby boomers.

Millennials are the generation born between 1981 and 2000, and reading between the lines of the report, it is possible to see hints of a generation leaning on their pets as they struggle with ongoing economic stress.

Some of the key findings from the APPA report are:

·       85% of owners believe pets are a good source of affection

·       82% agree that interacting with a pet can help them relax

·       81% are aware that owning a pet can be beneficial to their own health

·       81% feel unconditional love for their pet

·       61% feel buying a pet product made in the USA is important to them

Many of these findings are encouraging.

Engaged, committed, loving pet owners are good for pets and for pet-related industries. However, when discussing the millennial generation, intentions cannot be teased apart from economics.

Millennials are the subject of heated debate among pundits and professionals.

Are they the most entitled generation? (Probably not.) The most narcissistic generation? The most cautious generation? The most unique generation? The most stressed out generation? The most anxious generation? The most progressive generation?

If nothing else, they may be the most speculated upon generation!

Some of these generational traits have significant implications for the role of millennials within the pet industry.

In 2014, Forbes reported that half of Millennials were living paycheck to paycheck, and three years later, millennials are carrying high debt loads.

Despite the fact that millennials are a passionate generation of pet owners, pet ownership is expensive and millennials are a generation beset by economic insecurity and political volatility.

This economic instability is one reason so many millennials own pets, but not houses.

It is also one reason so many love their pets unconditionally, but are forgoing or delaying parenthood.

But, despite the fact that pet ownership is not as expensive as home ownership or parenthood, economic instability can put pet ownership at risk.

In Alberta, the Calgary Humane Society has seen a significant increase in owner surrenders coinciding with the ongoing economic struggle.

This pattern repeats itself across North America, where economic hardship is a frequent cause of pet surrender.

Despite this, millennial spending on pets is expected to increase in the next year.

Not only are pets being treated as surrogate children by many millennials, there is also the reality of health benefits resulting from pet ownership.

Studies show that pets can help with everything from PTSD to high blood pressure, and with healthcare costs remaining high, pets may play yet another important role for millennials.

Regardless of the pressures facing the millennial generation, their pets are standing by to help.

About Tiffany Sostar

Tiffany is a published academic, an editor with the Editors Association of Canada, an independent scholar and researcher, and a self-care and narrative coach. She is particularly interested in the intersection of technology and identity - how our tools shape our selves and change our stories, and in how the nature of work is changing as we incorporate more technology into our daily lives.