Your pet runs your life. You just haven’t admitted it yet.

Pet ownership surged during the pandemic and lockdown, but the trend had been growing long before. The 2024 Global Pet Parent Study estimates the global pet population at around 1 billion, with 56% of surveyed respondents owning a cat or dog, 47% of them are first-time pet owners. Conducted across 20 countries, the study underscores how deeply pet ownership is embedded in modern lifestyles.

Beyond companionship, pets are now economic drivers. The global pet care market, valued at $235bn in 2022, is projected to grow to $363bn by 2030. This surge isn’t just about essentials like food and veterinary care, it extends to wellness, fashion, tech, and even travel. The rise of pet insurance, once dominated by niche providers, has become a mainstream offering from short-term insurers, reflecting how pet owners are investing more in their animals' well being.

Written by Dion Chang, this book is an exploration of modern pet parenting, blending cultural insight, humour, and practical advice in a way that feels fresh and unexpected. It explores the growing extremes of pet pampering, from luxury pet airlines like Bark Air to pawternity leave for new pet owners, while also tackling cutting-edge trends like CBD edibles and remote pet tech for anxiety relief.

Practical advice is woven in naturally, not as a step-by-step guide, but as part of the storytelling — like how to use pet relief zones at airports or plan a pet-friendly trip. The book also brings balance with sobering topics, such as pet kidnappings and the psychology of pet obsession. Dion speaks to Leigh Schenker, animal behaviour practitioner, who shares insight into why people spend exorbitant amounts on their pets, the emotional attachment behind it, and the potential downsides of anthropomorphism.

The book also explores the emotional realities of pet ownership, particularly end-of-life care and grief. As a trained pet doula, Chang delves into the complex emotions surrounding pet loss, from the guilt of euthanasia to grief and the importance of ritual in saying goodbye.

With Dion’s signature wit and sharp eye for trends, the book is both entertaining and insightful. Readers will walk away amused, informed, and seeing pet ownership in a whole new light, one that embraces both the joy of having a pet, and the heartbreak of letting go.

DION CHANG is a trend analyst, futurist and founder of Flux Trends. His media industry background as an editor, columnist and spokesperson enables him to provide strategic insights for major brands to navigate change. He has authored four trend-focused books, including The Future: More than 80 Key Trends for South Africa (2024). Beyond trends, he is trained as an end-of-life companion doula, specialising in pet bereavement. He is a loyal and dedicated cat butler.