Pet humanisation, the pet trade and fam-jams.

The trend of pet humanisation is making billions for the pet trade and other retailers as they manipulate gullible pet owners to buy unnecessary items like pet pyjamas.

Trends and fads concerning pets come and go, as and when we get bored with them. The most recent fad to pique our interest this Christmas is to dress the whole family including the family pets in matching pyjamas or loungewear. Why? Who knows, but the worldwide pet industry particularly China, the USA and UK is making billions because of pet humanisation.

Not a year goes by without our poor pets being burdened with a new fad created to satisfy our misplaced force majeure or compulsion to demonstrate our love for them. Dogs, our supposedly bested friends that we love so much, tend to endure most of this selfish desire on our part.

Most are fuelled by social media and patronised sadly by our celebrity role models. This idea stemmed from last Christmas when family sets of PJs were on offer, and it did not take long for marketing brains to come up with the idea of including our other family members.

Retailers quick to cash in on our eccentricities.

UK Retailers like Next, Gap, Primark and Pets at Home have all jumped in providing matching festive family PJs sets for animals referred to as ‘Fam Jams’. With the help of Instagram they will no doubt become a short-lived hit. And as with all these types of fads, animal welfare and rights campaigners are outraged. But their protests are always ignored as they are viewed as spoil sports with no sense of humour as its only a bit of fun – isn’t it?

Unfortunately, most of these fads sadly tend to belittle our pets in some way and are done purely for our amusement by supposedly making them look cuter, rather than bringing any benefit to the animals.

Retailers and pet accessory industry have always been adept and quick to cash in on our love for our pets particularly our beloved dogs. Over the years they have invested in market analysts, designers, psychologists and behaviourists to guide them on the best course of action to provide for our whims.

A few years ago they were quick to notice an emerging trend of pet owners who wanted to treat their pets as equal members of the family, little people or surrogate babies and give them similar diets, presents and lifestyles.

Pet Humanisation – an awesome opportunity.

The pet trade soon dubbed this trend “pet humanisation” which they define as:

“Pet humanisation is a natural expression of the “pets as family” trend, whereby pet owners treat their pets like children and are highly receptive to products similar to the ones they use for themselves.”

Petprofessional.com.au

And encourage ‘pet-preneurs‘ to cash in as the:

fur baby phenomenon is providing an awesome opportunity for those ‘pet-preneurs’ willing to take a risk on a new pet product idea.

And so the trade is gleefully obliging us by  producing birthday and Christmas presents, designer outfits, automated food dispensers, mouthwash and even electric toothbrushes and companies can even arrange glittering parties.

Dog, pet humanisation,designer clothes, dressing up animals, animal ethics

Pet humanisation is now the main driving force of pet trade profits.

It is now the main market driver bringing them great riches and is yet another reason the industry is one of the few that avoids all the slowdowns in the world economy and continues to increase its sales and profit margins year after year. Investors rush to get into the market because they know that pet owners are extremely eccentric in their behaviour and easy to manipulate to quickly part with money on fads and crazes.

Behind the scenes they are no doubt having a good laugh as they take all this money out of the pockets of gullible pet owners with perhaps too much love for their animals. It seems sad that we insist on falling for this retail manipulation when it does not benefit our animals in any way.

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Remembering the carers of the war horses.

We tend to overlook the men who often risked their lives to care for and safeguard their comrades the war horses under atrocious conditions while in action at the front.

When we think of the war horses during the remembrance period we tend to overlook the men who risked their lives to safeguard and care for them, particularly while in action at the front. These men not only witnessed the horrors of their human comrades being killed and mutilated but also their equine comrades. My grandfather Edwin Clark was one of these men.

Men were often killed caring for their beloved horses.

At about 6 p.m. on the evening of the 30th. September 1918 my grandfather Edwin Clark and his fellow artillery drivers of the 13th. Battery Canadian Field Artillery were “feeding-up” and watering their war horses at the wagon and horse line a mile back from the front line near the town of Raillencourt.

Suddenly they heard an aircraft approaching. It was a German plane and before they could take cover it dropped some newly invented  “Daisy-Clipper” bombs into the middle of the horse lines. They were designed to explode a few inches from the ground throwing shrapnel all around. The bombs killed one driver named Wishart and badly wounded nine others including Edwin. He received his third wound of the war, hit by shrapnel in his upper thigh, but survived. Many of the poor horses were killed, injured or fled. The scene was described in this way in the battalion war diary:

“The affair was over in less than 30 seconds but the bursting charges, the shouts of the men and the agonised shrieks of injured and terrified horses made a scene of indescribable chaos”

I cannot imagine my grandfather’s state of mind at that precise moment surrounded by crying injured men, shrieking horses, the sound of shots as horses were put out of their misery and the smell of cordite and blood. Hopefully he was too shocked and dazed to take it all in.

war horses, horses in war
War horse being treated for shrapnel wounds. They were viewed as legitimate targets.

The war horses were viewed as legitimate targets.

The horses and mules were viewed as legitimate targets by both sides due to their importance in supplying the gun batteries with ammunition as well as transporting the guns. They faced being shelled, bombed, gassed, sometimes shot and suffered horrific shrapnel injuries. Many suffered shell shock and remarkably others learned to lie down and take cover when under fire.

An officer wrote in the war diary that:

“the duty of the ‘stable pickets’ was an unenviable one, especially at night, when horse lines were being bombed or shelled. Quite apart from the danger of the explosions, there was always the chance of the picket ropes breaking and the horses stampeding. Horses frequently fought and kicked, becoming entangled in ropes and had to be followed and caught in the dark.”

 Like most of the human recruits, the horses had never experienced such noise, chaos, smells, violence and hardships and they did not have the capacity to realise what was happening to them or likely to happen to them. So everything occurring around them was terrifying until they became accustomed to it.

War horses in Great war, war horses
The horses were friends, comrades and confidents. They were in it together.

The ultimate example of man’s dependence on animals for solace.

The horses and mules became friends, confidants, fellow comrades and pseudo counsellors with whom the men could air their grievances, discuss their suffering and help alleviate their depression and melancholy. Without their companionship, the physical and mental well-being of the men would have been far worse than it was. The relationship is probably one of the ultimate examples of man’s dependence on animals for solace.

The men spent most of their waking hours caring for them often under almost impossible conditions. They fought together, rested and ate together, often slept together and ultimately died together. They were in it together. There is no getting away from the fact that their lives were unforgiving and unremitting, but at the same time the men responsible for them lavished as much care as they could to alleviate their suffering and formed incredible bonds with them.

An officer responsible for vetting his men’s letters home wrote in the war diary:

Drivers often almost wept as they wrote of their faithful friends – the horses – wishing so much that they could be given more feed and better shelter. Such care and attention they gave these dumb animals. When nothing else was available an old sock was used to rub them down or to bandage a cracked heel, while breast collar and girth galls were eased by wrapping light articles around the harness to keep it from rubbing against the sore spot.”

It is impossible for me to visualise or comprehend the carnage and horrors my grandfather must have witnessed to both humans and horses as it is the stuff of nightmares, but I like to think that my grandfather was a humane man and did all that he could to ease the suffering of the horses and mules in his care.

I am so proud of him that I wrote a book about his experiences and the life of war horses at the western front. BUY IT NOW from Bitzabooks.com the publisher using the PayPal link below or from Amazon Books.
War horses. There From the Start book cover
RRP £9.99 ISBN: 9781094956763 UK orders £11.00 including shipping using PayPal button below. Shipped direct from publisher bitzabooks.com

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