Paws & perception: the influence of marketing on animal rescue behavior

Abstract

This honors thesis examines how marketing can catalyze a renewed cultural shift toward animal rescue in the United States, with a specific focus on Gen Z consumers. Drawing on historical analysis, secondary data from national animal welfare organizations, and primary survey data from pet owners in the Denver Metro Area, the paper traces the evolution of the rescue movement from the 1970s—when an estimated 15 million animals were euthanized annually— to the present plateau of approximately 607,000 euthanasias per year. The study identifies key historical inflection points, including the Animal Welfare Act, early animal rights advocacy, and high-profile celebrity interventions such as Oprah Winfrey's 2008 coverage of puppy mills, and contrasts these with current stagnation in progress. Quantitative analysis indicates that preventable euthanasia could be eliminated if only 27% of recent pet purchasers chose adoption instead, suggesting that a relatively modest behavioral shift could have an outsized impact. Survey findings further show that 60% of respondents who purchased from breeders asked about welfare-related practices, and half of those altered their purchasing decision, highlighting an existing ethical sensitivity to leverage. The thesis argues that the legacy slogan "Adopt, Don't Shop" is increasingly perceived as accusatory and insufficiently nuanced for Gen Z, who seek authenticity, narrative depth, and a sense of belonging in social causes. It proposes that modern marketing strategies—particularly influencer partnerships, viral storytelling, and socially resonant messaging reframed as a positive, joinable movement (e.g., "Join the Rescue Revolution")—offer a promising pathway to shift perceptions away from breeder purchases and toward rescue and adoption.