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Fido, that creature that used to sleep outside in the dirt, is now an upwardly mobile member of the family. No longer the furry animal we'd throw a bone to on special occasions, somehow he's worked his way not only inside our homes but also our wallets, laying claim to amenities his father only dreamed of. With special furniture, like end tables that double as dog abodes, and miniaturized furniture just for him, it's no longer "a dog's life." Fido has more toys, better nutrition, dental devices designed just for him, bakery treats decorated as finely as what's found on the pastry cart at The Ritz...heck, he's even got his own health insurance, something his human might be lacking these days. And our affinity for providing him with everything he needs has catapulted the corner pet store into a superstore that's racked up profits big enough to tag a major league ballpark with its name, a.k.a. Padres' Petco Park. But it's not like Fido, or Prince, or Spot ever asked for this new, elevated status in society - and that's just what has happened as Starbucks now provides its canine guests with their own water and we see dogs being carried right into stores like Neiman-Marcus in Fashion Island. For some reason, we've taken it upon ourselves to bestow luxuries, previously reserved for our children, on what some call our "furry children." What prompted this splurge in animal caretaking when a kind word, a scratch behind the ears and an occasional dog biscuit was all our mutt needed in the past? Are we so affluent that we don't know what else to do with our money? Pet spending has doubled from $17 billion in 1994 to a projected $34.3 billion for 2004, according to the American Pet Products Manufacturing Association. Even IKEA, the popular furniture retailer, has introduced its "Pets & People" products line, complete with the slogan, "The more you give, the more they give." Gunnel Hasselbalch, PR manager for IKEA North America, says, "IKEA has always been recognized as a family-friendly company and we know just how much pets are a part of the family." Referring to pets as "furrier" family members, the store now offers a range of products that include pawcloths, designed for wiping your pet's face or "feet." Reflecting the population But it's more than a day at IKEA. "You've got all those folks who are empty-nesters, with kids off to college," says Bob Vetere, managing director of the American Pet Products Manufacturers Association. "Empty nesters are turning to pets. It's amazing when you stop making college tuition payments how much disposable income you have." Vetere believes people try to reward their pets for their unconditional love by giving them "people things" when all they really want is our attention. In addition to providing, forgive the expression, "creature comforts" to our animal pals, we're also taking them with us wherever we go. More than 30,000 hotels, listed on Petsonthego.com, are now offering pet-friendly accommodations. In an interview with USA Today, Emily Goldfischer of Loews Hotels said, "People are treating their pets differently than, say, even 10 years ago. They don't want to leave them at home." In Orange County, shopping centers such as Fashion Island and restaurants like Baja Fresh welcome well-behaved, leashed dogs, something unheard of in the past. Pet Sitters International has even introduced a "Take Your Dog To Work" campaign, designed for employees who really don't want to leave their animals home all day. Mere association with all kinds of pets from dogs and cats to fish and horses, so-called companion pets, are now known to lower blood pressure, calm us down, cheer us up and even help us deal with allergies. Jack Stevens, doctor of veterinary medicine, says his own dog, Spanky, played a significant role in his own ability to combat cancer. He writes on his website, www.skeeterfoundation.org, "I observed cancer patients with pets and found they had better attitudes, quicker healing and an improved outlook on life." Research presented at a recent pet symposium revealed that attachment to a pet helped heart attack patients maintain moderate stress levels and stable heart rates during recovery. Another study of 48 stockbrokers, ages 46 to 58, found they were able to lower blood pressure without medication, the result of bonding with a pet. Even Alzheimer's patients, who often lose interest in eating, were able to consume more food at mealtime when they ate near an aquarium and were able to watch the fish while dining. Lots of pets While 62% of U.S. households own a pet, their potent prescriptive powers have just recently been taken seriously. Dr. Marty Becker, author of "The Healing Power of Pets," says our animal companions have the capacity to detect cancers that doctors fail to diagnose. He claims they can also sense an impending heart attack or stroke before it happens. Apparently our pets also serve to stabilize hormone levels. Simply petting a puppy causes the release of such hormones as serotonin, often called the "feel good" hormone. A pet's affection has also shown to reduce levels of cortisol, the stress hormone that can affect appetite. Yet another way pets positively impact our lives? They can help children learn to read. Yes, read. In a program devised by the Salt Lake City Public Library, dogs are brought in to sit next to children for reading sessions. As part of the R.E.A.D. program (Reading Education Assistance Dogs), children read to dogs that are trained to sit quietly next to them. Through ITA (Intermountain Therapy Animals), dogs are trained to look at the book and at the children's faces, simulating interest. It was found that the children were more apt to read to the animals because they didn't fear the teasing that often results when they stumble over words. And so our pets have become like family and in order to treat them as such, we buy, buy, buy. Vetere says, "We're only on the front end of this curve." He sites $2,000 dog beds by Gucci and companies that will build matching dog furniture for your home. "There high-end products out there for people to spend their money on," he says. Kimberly A. Porrazzo is a senior writer for Churm Publishing, Inc. For our Letters department: www.ocfamily.com The health benefits and pets • Pets lower blood pressure and positively affect human hormone levels. • Pets reduce stress and cause those attending to them to quickly relax. • Pets can help those recovering from a heart attack prevent another attack in 80% of cases. • People who own pets are more likely to walk and exercise, for the sake of the pet if not for their own health. • Pet owners enjoy more social interaction when others acknowledge the pet. Pet facts • There are more pets than people living in the U.S. • Sixty-two percent of homes have pets. • Cats are the most common pet (77 million people own cats) while dogs are a close second (65 million). Next come birds, reptiles, small animals (gerbils, etc.) and fish. • We spend a lot on our animals, some $32 billion a year. We spend the most on food, followed by vet care, supplies and medicine, grooming and boarding. • One million pet owners have purchased health insurance for their dog or cat. |
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