Marketing expert and host of the Marketing Made Clear Podcast, Will Green MA MBA, has published new research that uncovers the deep psychological ties between people and their dogs – and what this means for the way we buy. 

The research is titled “The Psychology of Owning a Dog: Why Our Dogs Are an Extension of Us”, exploring key behavioural theories and consumer research to explain why dog owners increasingly see their pets not just as companions, but as reflections of their own identity.

The analysis is available to the public in the form of a YouTube Video, which builds on a popular article published on MarketingMadeClear.com. It weaves together the work of key thinkers including Russell Belk, Abraham Maslow, and Thorstein Veblen, to provide a unique lens on pet ownership and its marketing implications.

The video delves into Maslow’s Hierarchy of Needs, citing that as many as 31% of respondents acquired their dog as a way to support personal growth or self-actualisation – not just companionship (53%). Other highlights include the mere-exposure effect in breed selection, and the rise of pet-focused subcultures shaped by social media and feeding choices.

“Our dogs don’t just live with us – they represent us,” says Will Green, who also conducted a survey of more than 2,000 dog owners as part of his MBA research at the University of Winchester.

“From the breed we choose to the food we feed them, our pets are part of our extended self. The way people shop for their dogs now mirrors how they shop for themselves. In some cases, they're even more selective when it comes to their pets’ wellbeing.”

The video brings to life Belk’s Extended Self theory, revealing how consumers project personal values onto their dogs. It also highlights modern examples of conspicuous consumption in the pet industry, such as premium food, organic diets, and luxury accessories – trends driven by emotion, identity, and online visibility.

Renowned broadcaster, canine behaviour and nutrition expert Anna Webb, who has long championed better nutritional awareness for dogs, agrees that this shift in consumer mindset is critical: “Dogs are central to our lives – emotionally, physically and socially. There’s a lot of truth in the old adage that ‘dogs are like their owners’.  So it’s no surprise that people are rejecting ultra-processed options and moving towards diets that align with their own health beliefs. This isn’t just a fad; it’s a wider movement in how we view dogs as individuals with real needs.”

One of the most telling findings is that nearly 80% of respondents demonstrated close alignment (within one point of similarity) between their own food values and what they feed their dog. This shows a high degree of behavioural consistency, reinforcing the idea of a “values-based buyer profile.” For marketers, this is a powerful opportunity to build campaigns that mirror human wellness trends - natural, organic, raw, or ethical - and use those preferences to create targeted messaging, loyalty strategies, and personalised offers.

The research also revealed emotional and safety-driven motivations in pet acquisition. 9% cited Safety Needs, highlighting the continuing relevance of the “protector pet” in a modern context – linked to the ownership of larger “status dogs”. This driver is particularly relevant to single-person households, women living alone, and elderly demographics, where dogs may offer a heightened sense of security or presence.

Interestingly, 8% of respondents said they got a dog to improve their self-esteem—a lesser-discussed but deeply important factor. This suggests that some owners see pets as confidence-boosting companions, perhaps contributing to their public identity, social image, or emotional balance. For brands, this insight offers opportunities to link pet ownership to mental wellbeing, self-expression, and confidence, aligning with wider cultural conversations around self-worth and emotional health.

With pet ownership continuing to rise and the UK pet food market now worth over £3.7 billion, this research from Marketing Made Clear offers fascinating insight for anyone who shares their life with a dog. Whether you’re a devoted dog owner, curious about human behaviour, or simply interested in how psychology shapes everyday choices, this is a must-watch.