Session #2-1 "What Pet Owners Can Do and Should Do Going Forward"

The Design with Pet Project: A cross-industry consortium launched by Dentsu Inc. and Benesse Corporation to create a new pet industry. This time's guests are Keiko Watanabe and Eitaka Hiyama, who served as editors-in-chief of Benesse Corporation's 'Inu no Kimochi' and 'Neko no Kimochi'. While the pet industry continues to grow steadily, Kotaro Osaki, a member of Dentsu Inc.'s in-house specialized team Think Pet Project, spoke with them about the challenge of pet owners' "training" awareness, which is seen as a future issue.

(From left) Kotaro Osaki, Keiko Watanabe, Eikou Hiyama

 

An Era Where "Pet Individuality" is Respected

Osaki: As the philosophy "Design with Pet Project" states, "A society where both people and pets are happy," we aim to create services beneficial for both humans and pets. This "people" naturally includes coexistence with those who don't own pets. To achieve this, we place great importance on improving pet owners' awareness of "training." I believe 'Inu no Kimochi' and 'Neko no Kimochi' have provided training information since their inception. Have you noticed any changes in readers' awareness of training in recent years?

 

Watanabe: Training is an eternal theme; the need for it never disappears. However, I do sense that pet owners' attitudes are gradually shifting alongside changes in the social landscape. For example, compared to ten years ago, more people now own small dogs rather than large breeds. Since small dogs are relatively easier for owners to control, there might be less perceived need for the strict training required for larger breeds. In fact, surveys show pet owners' awareness of training has declined. On the other hand, many readers still struggle with training issues. With more pet-friendly apartments available, I think more people are also concerned about disturbing their neighbors.

Osaki: That's exactly us (laughs). We live in an apartment building with few pet owners, so every time our dog barks, I can't help but worry we're disturbing the neighbors.

Watanabe: Exactly. So, people who care about their surroundings think about it a lot, while others don't. There might be a gap in awareness about training.

 

Hiyama: At editorial meetings for Inu no Kimochi and Neko no Kimochi, we brainstorm content by theme—training, behavior, health, etc. Back in 2007 when I was in charge, training features were still popular with readers. Gradually, demand grew for features focused on the relationship theme. More people started thinking, "I want to know what my pet is thinking," or "I love my pet, so I want to be loved by them too." And now, the current need is "health." A huge number of people are concerned about their pet's health from the moment they get them, wanting to spend as many days together as possible. Looking at this shift from a bird's-eye view, I think the increase in readers seeking "relationship" and "health" content is a clear sign that the sense of family towards pets has grown stronger.

Osaki: As the sense of family grows stronger, the boundary between humans and animals becomes blurred, doesn't it? I wonder if that's also related to the shift in attitudes toward training.

Hiyama: Regardless of whether it's good or bad, owners tend to consider things like their pet's "individuality." For example, in raising human children, while teaching manners, parents actively nurture strengths or, conversely, accept certain limitations, thinking, "This might be difficult for them, so this much is okay." Similarly, I feel there's an increasing tendency for individual owners to decide their own boundaries for respecting or accepting their pet's personality. Whereas before, the focus was on training to prevent bothering others, now the content of training seems determined by what the owner finds acceptable. There are more cases where owners, based on their own judgment, tolerate behaviors that others might see as problematic, viewing them as part of their dog's personality.

Can you imagine how someone who dislikes dogs feels?

 

 

Osaki: This might relate a bit to the family consciousness discussion, but lately I often see pet owners walking their dogs off-leash in parks or on the streets. It's problematic because it violates ordinances in some places, but I think they remove the leash based on the belief that "my dog is well-trained, so it's fine." What are your thoughts on this?

Watanabe: I see it occasionally too. Watching them, the dogs do seem to listen well to their owners. But I think it's important to remember they are animals. Working dogs like guide dogs or service dogs are professionally trained and remain unflappable during their work. Yet, when off duty, they can be quite mischievous or boisterous. That downtime is probably crucial for them. Outside, all sorts of things happen. It's best not to assume that because they're trained, they'll be fine in any situation.

Hiyama: In the past, owners who were strict about training also tended to keep their dogs firmly on a leash. I think this connects to the growing sense of family. While we should consider people who dislike dogs or have allergies, when we view pets as equal to humans, we lose that perspective.

Watanabe: Inside the home, within the family space, treating pets as family is wonderful. But the real question is whether we can switch our mindset when taking them outside. Without consideration for people who don't have pets or are uncomfortable around them, true "coexistence between humans and pets" won't be achieved. It's vital that as many pet owners as possible try not to forget this awareness.

Hiyama: I understand how easy it is to forget. Even as a pet owner, there are moments I forget they're animals, and I think it's difficult to be constantly conscious of it. But I still think it's important to occasionally become aware, and training should be tied to that awareness, shouldn't it?

Osaki: Fostering that awareness would be great if pet owners could cooperate with each other, and if those involved in the pet industry could provide support. Next time, let's continue focusing on "coexistence between people and pets" and hear your thoughts on what pet owners can do and what can be supported as a business initiative.

※The second part of this interview will be updated on Wednesday, December 17.