Mars expands BETTER CITIES FOR PETS program with US$1M investment for pet-friendly spaces; company partners with C40 Cities to benefit 10 million people and pets by 2030

June 9, 2025 (press release) –

Mars, Incorporated, a global leader in pet care products and services, is expanding its BETTER CITIES FOR PETS program around the world — helping more cities become pet-friendly and making it easier for people to enjoy life with their pets.

The expanded program invests more than $1 million focused on increasing access to more green spaces and pet-friendly places, aiming to benefit 10 million people and pets around the world by 2030. This global initiative is powered by a strategic partnership with C40 Cities, one of the world’s largest networks of mayors focused on climate action. In addition, Mars is expanding its partnership with Tripadvisor to help connect people with more pet-friendly places to make travel easier.

Since 2017, BETTER CITIES FOR PETS has supported cities, focusing on key features pet parents need and want in their community. Through its expanded global focus, Mars is putting pet parents at the heart of urban life, fostering vibrant, pet-friendly cities that are not only kinder to the planet but also uplift thriving pet-friendly businesses in communities around the world.

The benefits of owning a pet are undeniable. Globally, 83 percent of pet parents say their pet has had a positive impact on their mental well-being¹, and more than half (54 percent) say their pet has improved their social life — sparking conversations, connections, and even new friendships. Pets play a powerful role in strengthening community bonds and enhancing  city life.

Ikdeep Singh, global president of Mars Pet Nutrition, comments: “With the urban pet population set to rise by almost 10 percent by 2030, Mars is more committed than ever to improving city living for millions of pets and pet parents around the world. Giving pet parents a voice in how our cities are designed for the future won’t just benefit our pets – it will contribute to healthier communities and a better planet for all. Because a better city for pets is a better city for all.”

Together with C40 Cities, the BETTER CITIES FOR PETS program has the ambition to drive a global movement toward pet-friendly, climate-resilient cities designed for future generations.

At the heart of this partnership is the launch of a first-of-its-kind Urban Nature Playbook for People, Pets and the Planet. Designed to inspire and equip city leaders, the playbook offers practical guidance for greener urban spaces — from tree-lined sidewalks to parks and public squares — that support biodiversity, improve mental and physical health, and strengthen climate resilience. Mars and C40 Cities will work hand-in-hand with cities, starting in London, Los Angeles, São Paulo, Bengaluru and Bangkok, to bring the playbook to life through local initiatives that enhance green spaces for pets, people and the planet.

Mark Watts, executive director of C40 Cities, comments: “Green space in cities is vital to ensuring people’s well-being. Places to walk, relax in and enjoy are critical. They’re also vitally important in the face of increasing climate disasters like flooding. This partnership with Mars will accelerate support to cities to build resilience and improve access to green space for people and their pets. Our Urban Nature Playbook for People, Pets and the Planet provides tangible actions for cities to design people and pet-friendly urban environments.”

Sadiq Khan, mayor of London and co-chair of C40 Cities, said: “Everyone should be able to enjoy safe, green spaces – including with our pets. London is proud to be one of Europe’s most pet-friendly cities, where people and their pets can relax and enjoy a healthy, green environment. I’m happy to support this funding to keep making life better for both people and their pets here in London, and to help other cities do the same.”

Eleven percent of global urban pet parents feel owning a dog limits where they can go², highlighting the need for more pet-friendly places in cities.  After a successful pilot in the U.S., Mars is also expanding its Tripadvisor and CESAR® partnership to the UK and Italy, and with MY DOG in Australia, encouraging more pet-friendly businesses across the globe. This builds on the 5,000 new pet-friendly places identified on Tripadvisor in the past year.

¹ Mars x Calm Research 2025
² Mars Global Pet Parent Study 2024Mars Global Pet Parent Study Insights into the behaviors, trends and influences defining a new era of Pet Parent Centricity In partnership with October 2024 1 Methodology Online survey in 20 markets with more than 20,000 dog/cat owners and non-owners (with a minimum of 500 cat parents and 500 dog parents in each market). Markets included: Canada, U.S., Mexico, Brazil, South Africa, UK, Germany, France, Italy, Spain, Turkey, Poland, India, Thailand, Indonesia, Philippines, China, Japan, Australia, New Zealand The online sample includes some rural coverage but is likely The report highlights the findings to be over-representative of population for urban areas: from an IPSOS survey, conducted on behalf of Mars, Incorporated, n=57,756 n=21,106 n=10,551 to show the significant impact of pets Total reached out Total interviewed Total dog owners on people’s lives across the globe. n=10,555 n=34,890 n=37,687 Total cat owners Total dog non-owners Total cat non-owners Field dates Cat and dog parents are defined as people (aged 18- 65) who are responsible for the decision making or care 03/01/2024 – 04/04/2024 of their domestic or tamed cat/dog, which is kept in a household for non-commercial purposes (including its feeding, health, and overall well-being). Gen-Z: 18-27 y.o.; Millennials 28-43 y.o.; Gen X: 44-59 y.o.; Baby Boomers 60+ y.o Data reported at a global level reflects the mean result across all the countries where the survey was conducted. It has not been weighted to reflect the population size of each country. 2 About the study kittens rather than older pets, and are influenced by family and friends more than veterinarians. Despite the rewards, there are also challenges – We love pets and we’re on a mission to become the unsuitable living conditions, significant commitment, most pet parent* centric organization in the world not being able to travel and neighborhoods lacking pet-friendly options remain barriers to pet ownership. Pet parent centricity is our unwavering commitment With the global pet care market expected to grow to to not only meet, but exceed the needs of pet $427.75 billion by 20321, there’s no doubt we’re entering parents and deliver exceptional products, services a new era of pet parent centricity, where the emotional and experiences. connection between an owner and their pet is stronger than ever. In order to do that, it is critical that we continue to lead the category while transforming the pet parent We’re always working on the next big thing in pet experience, so we can deepen our understanding of parenting. It’s our job to continuously innovate and adapt, what makes them tick. meeting the needs of today’s pet parent, but also helping connect future pet parents with a four-legged companion With insights from over 20,000 pet parents* across that will bring love and joy to their daily lives. 20 countries, the Mars Global Pet Parent Study offers an unparalleled view into the evolving needs of pet parents We’ll continue to create A Better World for Pets because worldwide, reinforcing our commitment to enriching their pets make the world better for us. lives and creating a better world for their furry friends. With more than one billion pets globally, not only is pet ownership known to be on the rise, but pet parenthood is changing. We’re seeing a surge in younger pet parents who consider pets as one of the most important things in their lives thanks to the love, companionship and entertainment Ikdeep Singh they provide. People are also choosing puppies and Global President of Mars Pet Nutrition *The term pet parents refers to dog and cat owners surveyed 1. Fortune Business Insights: Pet Care Market 2023 3 With one billion pets 56% of people surveyed across the world, own a cat or a dog ownership is known to be on the rise Cat ownership is more common than dog ownership and nearly half (47%) are first time owners and more men are cat owners 52% The most commonly owned 48% breeds globally are MEN WOMEN of cats and dogs are 84% acquired before the age of 12 months Labrador Persian Dogs: Labrador (6%), Chihuahua (6%), and Golden Retriever (5%). 4 Cats: Persian (16%), British Shorthair (11%), and Siamese (9%). We’re becoming a pet- obsessed world, with And it’s no surprise! pets fast becoming one Of those satisfied with their pets2, dog owners appreciate... of the most important things in our lives Unconditional love 50% Family completeness 49% The most commonly owned breeds globally are while cat owners appreciate... Entertainment 48% Stress Relief 44% More than one-third (37%) of dog and cat owners consider their pets the most Dogs: Labrador (6%), Chihuahua (6%), and Golden Retriever (5%). important thing in their lives. Cats: Persian (16%), British Shorthair (11%), and Siamese (9%). 2. Those who gave a satisfaction score of at least 7 out of 10 5 Generational shifts Generation Z and signal a new era of pet Millennials also tend to have younger pets. With... ownership Generation Z and Millennials are the most pet-centric of all generations 72% 70% of kitten owners of puppy owners falling within these generations 45% 40% In contrast, Baby 29% Boomers are more likely to have BABY GENERATION Z MILLENNIALS BOOMERS older pets, often over SEE THEIR PETS AS THE MOST IMPORTANT THING IN THEIR LIFE 7 years old 6 Those around us inspire Social media appears to be an influence our decisions on pet too, having a slightly more pronounced impact on... ownership, but new Puppy owners Kitten owners influence channels are emerging 16% 19% It is also influencing Generation Z, with 15% using it as inspiration to get a dog, and 18% for a cat of puppy owners Top influences on pet ownership Veterinarians have a notable impact on the selection of pet food brands (29%) and healthcare 13% 13% 11% decisions (40%) 26% 21% SOCIAL ONLINE VETS FAMILY FRIENDS MEDIA SEARCH People primarily get their pets from friends and family 19% 18% CATS DOGS 7 By tackling common pain points, we can The reasons some people don’t have continue to dogs or cats primarily relate to lifestyle transform the pet The top barriers for non-dog owners include parent experience and allow more Unsuitable living conditions 18% people to see the benefits of pets Significant commitment it entails 18% Living conditions also deter cat ownership, Despite the rewards, with challenges including pet parenthood also brings challenges 32% of pet parents Furniture damage 15% feel guilty about leaving their dogs and cats alone Allergies 11% 8 A strong desire for more pet-friendly options at home and on the go 42% Less than half of pet parents find their The USA is noted as the neighborhoods very most pet-friendly country pet-friendly with countries like Canada, Brazil, India, South Africa, and New Zealand also ranking highly Pet owners claim they find the idea of traveling with their 25% 27% pets demanding / challenging. of dog owners of cat owners 9 Sustainable pet ownership is a priority Sustainability is a key consideration for pet parents In fact, dog/cat parents think it is very important when purchasing Pet food Household Personal care This sentiment is particularly 45% cleaning products strong among Generation products Z, indicating a shift towards 41% 40% more sustainable and ethically produced products 10 About Ipsos Ipsos is the third largest market research “Game Changers” – our tagline – summarises our company in the world, present in 90 markets ambition to help our 5,000 clients to navigate and employing more than 18,000 people. 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