A recent study conducted by Nationwide, in partnership with the Human Animal Bond Research Institute (HABRI), reveals that 90% of employees in pet friendly workplaces feel highly connected to their company's mission; fully engaged with their work and willing to recommend their employer to others. In contrast, less than 65% of employees in non-pet friendly workplaces made the same claims.
Business Starters should take note of these findings. According to AudienceSCAN, Business Starters make up 6.5% of U.S. adults. About 49% of these consumers live in a city or metropolitan area and 28.1% are between the ages of 25 and 34. At least 40.4% of Business Starters own dogs, while 24.1% are cat owners.
Additionally, more than three times as many employees at pet friendly workplaces report a positive working relationship with their boss and co-workers, significantly more than those in non-pet friendly environments. Moreover, these employees are more likely to stay with a company long term. The findings held true even among non-pet owners in both pet friendly and non-pet friendly workplaces.
A pet friendly workplace is defined in the study as one that allows pets in the workplace (regularly or occasionally) and/or offers a pet friendly employee benefit, such as pet health insurance.
Key findings from the Nationwide/HABRI pet friendly workplace effectiveness study include (comparative non-pet friendly workplace in parenthesis):
- Feel fully engaged with their work: 91% (65%)
- Feel their work is rewarding and exciting: 83% (46%)
- Would recommend their place of employment to others: 88% (51%)
- Plan to stay at the company for the next 12 months: 88% (73%)
- Would decline a job offer with another company at similar pay: 72% (44%)
- Feels the company supports their physical health and wellness: 91% (59%)
- Feels the company supports their mental well-being: 89% (53%)
- Report a positive working relationship with their supervisor: 52% (14%)
- Report a positive working relationship with co-workers: 53% (19%)
- Rarely misses a day of work for well-being and/or recuperation: 85% (77%)
"The results of the Nationwide/HABRI study clearly indicate a significantly higher level of employee engagement, retention, attraction and presenteeism among employees that work in pet friendly work environments," said Scott Liles, president and chief pet insurance officer for Nationwide. "In consideration of the discernable cost of employee turnover, adding pet friendly benefits, such as allowing pets in the workplace or offering pet health insurance as a voluntary benefit, can provide significant savings to a company's bottom line."
Not only are nearly half of Business Starters pet owners themselves, according to AudienceSCAN, 29.6% also regularly support animal-related causes/charities.
"Pet owners increasingly think of their pets as members of the family," said Steven Feldman, executive director of HABRI. "When employers offer pet friendly benefits, it sends an important signal that the company cares about every member of the family, even the ones with four legs."
Business Starters will be hiring employees and will want to promote themselves in ads as having a pet-friendly environment. Business Starters can promote having a pet-friendly business through TV, social media and direct mail ads. According to AudienceSCAN, last year, 71.2% of Business Starters took action after seeing a TV commercial, 66.1% reacted to an ad on social media and 63.3% received ads in the mail and took action after reading them. They're also 64% more likely than other adults to take action after seeing a pre-roll video ad.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.