Social responsibility and giving back were notable trends among the new products on display at Global Pet Expo in Orlando, Florida from March 26-28. A panel of industry professionals discussed how their organizations were partnering with charities and similar groups to fulfill their sense of obligation to help less fortunate people and pets.
Examples of new products marketed as giving back
At the Global Pet Expo New Product Showcase, these products were among those marketed with a social responsibility message.
Wonder Bark displayed its Heroes All Natural Dog Treats. The packaging featured the words “This bag gives back,” and the company, formerly Eintein Pets, stated that a portion of each sale will be donated to organizations that support pets and people in need.
Give Pet’s package stated that “This bag gives to shelter dogs.” The company donates enough treats for at least ten shelter dogs for every bag sold, according to its website.
Finley’s marketed their pet treats as helping people with disabilities to find employment and supporting advocacy for the special needs community.
The dog treat company O.T.I.S. (Overcoming Trauma, Inspiring Survivors) likewise aimed their social responsibility initiatives towards people. O.T.I.S. focuses on children who have experienced trauma.
Making social responsibility a core business function
During a session of The Pet Summit, held concurrently with Global Pet Expo, five pet food and supply industry professionals shared how their companies were engaging with charitable organizations.
Jane Wagman, co-founder of Pride+Groom, opened the conversation by reflecting on the company’s early approach to giving back. Initially donating a percentage of proceeds to shelters, they quickly realized this method felt impersonal. Instead, they created a dedicated shampoo product exclusively for shelters.
“We could see the results and the impact… It just felt like a more meaningful, direct way to give back,” the fittingly named Wagman said.
Nicole Melo, digital marketing coordinator for P.L.A.Y. (Pet Lifestyle and You) agreed that companies need to find organizations that match their own character. Her company integrates values like sustainability and shelter support through initiatives like Warm Bellies, where every pet bed purchased funds one for an animal in need.
Start by aligning with a cause that matches your brand’s values, Melo said.
Nonprofits seek long-term, collaborative relationships
Steve Bardy, director of Pet Alliance, emphasized that brands looking to partner with nonprofits should prioritize long-term engagement.
“We actually walk away from about 30% of the requests we’re asked to do because they don’t necessarily align with us and the business,” he said.
One-off campaigns that don’t fit Pet Alliance’s mission, he said. For nonprofits, the most valuable relationships involve consistent support, open communication and the ability to plan together across years, not just one promotional cycle.
Vicky Rose, president of Search One Rescue in Texas, gave examples of how corporate sponsors who get involved personally experience a more profound sense of connection and community engagement. For example, she mentioned how a local bank branch encourages employees to help train search-and-rescue dogs by hiding from the dogs on weekends. Those employees then get paid time off during the week.
Authenticity over algorithms
For social media influencers like Tracy Fosterling, whose TikTok platform centers on rescue and pet fostering, genuine alignment with a cause is critical. The best campaigns feel authentic. The opposite is also true.
“If you’re doing something in authentically, and somebody maybe asks you a question about the organization and you can’t answer it, then that really might be a red flag,” Fosterling, also fittingly named, said.
She emphasized the importance of turning down partnerships that don’t align with her values and learning lessons from less successful collaborations.
Measuring impact beyond dollars
A common theme among the panelists was the importance of moving past purely financial contributions.
People will call shelters and other organizations to verify your claims, Bardy said.
Transparency and honesty are crucial. Brands must not only follow through on promises but proactively share results with their audiences.
Pride+Groom shifted its focus from dollars to direct action, Wagman said. The company began sponsoring dogs in worst-case scenarios, giving them a makeover and sharing their adoption stories on social media. These micro-campaigns resonated more powerfully with audiences than generic donation messages.
Melo recounted how P.L.A.Y. partnered with Global Conservation Force, a nonprofit supporting anti-poaching efforts using canine units. The company told customers the story of how their purchases supported surgery for one of the dogs that had been injured in the line of duty. People want that connection to a real, specific animal, she said.
The role of community and grassroots engagement
Several panelists highlighted the importance of supporting underserved and rural areas, which larger initiatives often overlook. Fosterling urged brands to consider shelters in small towns and communities without steady foot traffic or municipal funding.
Bardy offered an example of Pet Alliance’s collaboration with a veteran housing project. They provided veterinary services on-site, helping the facility set up a framework to keep animals healthy and residents supported. Staying true to his advice about avoiding one-off events, Pet Allaince turned that into a recurring program every Veterans Day.
For the rescue dogs Rose trained, local companies offered their office spaces for search and rescue training. Such collaborations can provide more results than monetary donations.
Social media strategy: more show, less tell
The panelists agreed that social media should be used to show active participation beyond numerical donations. Literally getting one’s hands dirty demonstrates passion for a cause more than writing a check. For example, one company helps by bathing puppies at a local shelter. Documenting and sharing those puppies’ ablutions provides proof that professionals truly have passion for pets’ health and well-being.
Other practical tips included:
- Avoid only showing up during the holidays — nonprofits need support year-round.
- Consistently engage with rescue and advocacy content on social platforms.
- Share behind-the-scenes stories that humanize your brand’s mission.
Ultimately, the panelists agreed that social responsibility shouldn’t feel like a checkbox. Meaningfully giving back to the pet community requires solid partnerships, transparency, commitment over time and shared purpose.
created by Tim Wall using DALL-E 4