Owners increasingly pander to their pet’s every whim. The tables have turned on who’s in charge
The trend is not a new one. Archaeologists have found 10,000-year-old graves in which dogs and people are buried together. Some cultures—such as in Scandinavia, where canines have long been both working dogs and companions—have kept pets for millennia. But these days the pet-keeping urge has spread even to parts of the world which have no tradition of snuggling up on a comfy chair with a furry creature.
In parts of Asia where people used to regard the best place for man’s best friend as not the sofa but the stewing-pot, along with some onions and a pinch of seasoning, and where cats were made into tonics, norms are changing fast. The South Korean president, Moon Jae-in, has a rescue dog, and the mayor of Seoul has promised to shut down dog butchers.
The pet business is growing even faster than pet numbers, because people are spending more and more money on them. No longer are they food-waste-recyclers, fed with the scraps that fall from their masters’ tables. Pet-food shelves groan with delicacies crafted to satisfy a range of appetites, including ice cream for dogs and foods for pets that are old, diabetic or suffer from sensitive digestion; a number of internet services offer bespoke food, tailored to the pet’s individual tastes.
In the business this is called “pet humanisation”—the tendency of pet owners to treat their pets as part of the family. This is evident in the names given to dogs, which have evolved from Fido, Rex and Spot to—in America—Bella, Lucy and Max. It is evident in the growing market for pet clothing, pet grooming and pet hotels. It is evident in the demand for breeds such as the French bulldog, which, tellingly, looks a bit like a human baby.
People still assume that pets must be working for humanity in some way, perhaps making people healthier or less anxious. But the evidence for that is weak. Rather, new research suggests that canines have evolved those irresistible “puppy-dog eyes” precisely to manipulate human emotions. It has worked. The species that once enslaved others now toils to pay for the care of its pets, which lounge on the sofa waiting to be taken to the grooming salon.
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