Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Molly Rapert

Abstract

The landscape of animal welfare in the United States is currently navigating a period of structural transformation, moving from a reactive “holding” model toward a proactive “community resource” model. They are becoming an assistive safety net rather than just a physical “cell” for these animals. They had no choice but to focus on space, however they’ve transitioned towards open communication to create a relationship with onlookers. As of 2026, the industry faces a complex capacity crisis; while 2025 marked the first significant decrease in shelter euthanasia since the pandemic, an 8.1% drop, approximately 5.8 million animals continue to enter the system annually (Best Friends Animal Society 2025). This market is defined by a mismatch between rising intake and a slight decline in adoption intentions, which dropped from 66% in 2024 to 63% in 2025 (Hill’s Pet Nutrition 2025). These challenges are compounded by economic pressures, such as rising veterinary costs and housing instability, which have shifted pet spending from a discretionary expense to an essential expense (Dogtopia 2025).

The central goal of this thesis is to examine how strategic communication, specifically through social media and cross-industry collaborations, serves as a primary tool for combating these operational gaps. Social media has transitioned from a mere posting tool into a critical and operational instrument for “myth-busting” and reducing the barrier to entry for younger adopters (Hill’s Pet Nutrition 2025). Currently, one in five Gen Z and Millennial Americans are unaware of their local shelters, yet these same demographics show a significantly higher likelihood (75%) to adopt compared to older generations (Hill’s Pet Nutrition 2025). By leveraging short-form video content and “radical transparency,” organizations can bypass traditional stigmas to foster deep emotional connections with either a local community or a global donor base (SFT Morocco 2026).

Furthermore, this research explores the shift toward integrated ecosystems through innovative collaborations. Within the pet industry, partnerships like Hill’s “Food, Shelter & Love” and subscription models like PupBox have moved beyond simple sponsorships to solve the “cost and anxiety” barriers for new pet parents (Hill’s Pet Nutrition 2025). On a global scale, these innovations come to be in diverse ways, from IKEA’s “Tail-Wagging” showrooms in Singapore to “Bark-itecture” in the United States, which utilizes acoustic engineering to reduce animal stress and transform shelters into community hubs (Best Friends Animal Society 2025). By auditing these digital and physical innovations, this thesis illustrates how the intersection of business strategy and animal advocacy is redefining what animal welfare can be in a modern, interconnected world.

To examine and comprehend the existing information, I will focus on four lenses. First, the current state of animal shelters in the United States, analyzing the data-driven shift from reactive intake to community-centric outcomes. Second, the broader Pet Industry, exploring how consumer behavior and economic changes provide the financial backbone for welfare initiatives (Dogtopia 2025). The third theme investigates the power of Social Media as a low-barrier marketing engine essential for reaching younger demographics and “myth-busting” traditional shelter stigmas (Hill’s Pet Nutrition 2025). Finally, an exploration of trending collaborations, highlighting how cross-industry partnerships spark new interest and can even create support for both the animal and the pet parent. Together, these themes provide a comprehensive framework for understanding the business strategies currently driving global animal advocacy.

Keywords

Marketing; Social Media; Animal Welfare; Recommendations

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