When Luna, a ten - year - old Labrador, died after years of company with her family, her owner - guardians did not suffice to a simple cremation.
They organized a small farewell ceremony, kept her foot print on plaster and ordered a silver pendant containing a minimum quantity of her ashes.
A few years ago, such a choice would have been considered excessive. Today it is part of a rapidly growing international market growing around the loss of domestic animals.
The so-called pet aftercare industry That is, the service industry after the death of one pet, includes cremations, memory ceremonies, commemorative objects, digital monuments, ash or fur jewellery, even specialized psychological support services for owners-guards. In recent years it has experienced impressive growth, particularly in the United States, Britain, Canada, and Asia.
From pet to family member
The development of this market is directly linked to a profound social change: «Humanization» pets. For millions of people, a dog or cat is not just pet animal. It participates in everyday life, family moments, holidays and important decisions of life. When he dies, the gap he leaves is often comparable to the loss of a loved one.
Recent scientific research showed that more than 20% of participants described the death of their pet as the most painful loss they have experienced, while a significant percentage showed symptoms of prolonged mourning corresponding to those observed after the loss of a human relative.
Experts point out that for decades this kind of mourning remained «invisible». People often were embarrassed to express their grief, fearing to be treated as excessive. Today, however, social attitudes change and mourning for pets is increasingly recognized as a real psychological experience.
A billion market
This change is also reflected in economic indicators. According to international market analyses, the pet products and services sector is already valued at several billion dollars worldwide and is expected to continue to grow in the coming years. Demand concerns personalized urns and memorabilia to digital monuments and specialized farewell ceremony services.
At the same time, the market for cremation services and funeral pet is steadily expanding, with North America holding the world's largest share, as owners-Guarders appear increasingly eager to invest in decent farewell services.
Memorial Jewelry and the need to stay something behind
One of the fastest growing market segments is memorial jewelry. These are rings, pendants, bracelets or other jewels containing a small amount of ash, fur or other commemorative element of the animal.
This market is expected to double within the next decade, as consumers seek more personal and discreet ways to preserve their pets' memory.
Typical is the case of small businesses created just through the personal experience of mourning.
In Britain and the US, companies manufacturing handmade jewelry from fur, ash, or pet prints have experienced significant growth, turning a personal need into business activity.
The new market for psychological support
But it's not just the materials that grow. In recent years the demand for mourning groups, advisory support and qualified professionals dealing exclusively with pet loss has been increasing. In several countries there are now lines of support, online communities and advisory programs for people who have difficulty managing the loss of their animal.
Some organizations have even come to discuss granting special mourning leave for workers who lose their pets, a practice that until a few years ago would have been considered unthinkable.
A trend that has just begun
Καθώς η σχέση ανθρώπων και ζώων γίνεται ολοένα στενότερη, οι ειδικοί εκτιμούν ότι η αγορά αυτή θα συνεχίσει να αναπτύσσεται. Η ζήτηση για πιο προσωποποιημένες υπηρεσίες, η αύξηση των μονοπρόσωπων νοικοκυριών και η βαθύτερη συναισθηματική σύνδεση με τα κατοικίδια δημιουργούν νέες ανάγκες αλλά και νέες επιχειρηματικές ευκαιρίες.
Πέρα όμως από τα οικονομικά μεγέθη, η άνοδος της βιομηχανίας πένθους για τα κατοικίδια αποκαλύπτει κάτι βαθύτερο: μια κοινωνία που αναγνωρίζει πλέον ότι η απώλεια ενός ζώου μπορεί να είναι εξίσου καθοριστική με πολλές άλλες μορφές απώλειας. Και ίσως γι’ αυτό το πένθος για τα κατοικίδια δεν είναι πια ταμπού. Είναι μια πραγματικότητα που διεκδικεί χώρο, αναγνώριση και όπως δείχνουν οι αριθμοί, μια ολόκληρη οικονομία γύρω της.
