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Have you ever wanted to have a pet?


Surely everyone has asked their parents for a pet at some point during childhood?
Many of you probably gave up on the idea for various reasons—wondering if you could really take care of it, or how much work it would be.
So, how many adults today feel they want a pet but can't have one? Last year, the Think Pet Project conducted its own survey targeting people who currently don't own dogs. The results revealed that "3 out of 10 people want to own a dog in the future but currently don't for some reason."
*This result includes people who have owned dogs in the past.
When asked specifically why they feel unable to keep a pet, the results were as follows:

The most common reason cited was "my current residence prohibits pets." It's also clear that a significant number feel their lifestyle or time management isn't suitable for dog ownership.

Given current housing conditions, the pet-friendliness of a property actually impacts its asset value. Consequently, the number of pet-friendly properties is significantly increasing. There was a sharp rise between 2001 and 2002, and since 2007, approximately 90% of newly built condominiums allow pets.

The trend of pets increasingly living indoors also makes "housing designed for comfortable living with pets" a major topic. This is a category experiencing significant change within the pet market. Various companies are implementing different solutions for the increasing number of indoor dogs, such as "non-slip flooring," "partitions separating dog and owner zones," and "paw washing stations installed at entrances." While this situation suggests that the infrastructure issue of "housing" is moving towards resolution, the next reason cited is "restrictions on life, such as not being able to travel."

In reality, numerous solutions already exist as services for this very issue. What these responses reveal is that awareness of pet-related services remains insufficient. There are still a great many services that are not widely known.

Even focusing solely on travel, the number of accommodations allowing pets to stay is increasing. The option to "travel with your pet" is expanding, and "pet hotel businesses/services" for leaving pets while traveling are diversifying. However, in this survey, only 42.6% of respondents knew about "pet hotels offering overnight boarding," and only 39.3% knew about "pet walking services that walk your pet for you." These results show that over half of people are unaware these services even exist.

Unless someone feels "I hate leaving my precious pet behind," the current landscape offers increasing support systems that make it possible to enjoy travel even while owning a pet.

A significant issue within the pet industry is that while services and products exist, their availability isn't clearly communicated to pet owners. Our project aims to address this communication gap by promoting and advocating for "the style of pet ownership."

On the other hand, another major reason cited for wanting a dog but being unable to get one is the mismatch with one's lifestyle and time management. While this is a very significant problem, it is also true that addressing it, including infrastructure development, is still in its early stages.
Modern society faces the challenge of increasing single-person households, regardless of age. The fact that coexistence with pets, which should be partners for these individuals, is hindered by environmental factors represents a significant opportunity loss for us humans.
We need systems better suited to modern lifestyles.
By reducing the number of people who feel "I want to have a pet, but I can't" through communication, and by creating an environment where both people and pets can live happily together, wouldn't both "individuals" and "society" become happier?

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Author

Rei Nagi

Rei Nagi

Dentsu Inc.

Currently active as a member of the "Think Pet Project," a project aimed at developing solutions for the pet industry. Also serves as a researcher for Dentsu Inc.'s Youth Research Department (Dentsu Wakamon), promoting relationship building and development with students. Engaged in diverse areas of work, from project management to concept and strategy planning, product development, space development, and new business development. Co-author of "The Youth Divide: Dentsu Inc.'s Communication Strategies for the Future" (MDN Corporation, 2016).

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