Inside Operation ‘Cattitude’: A Pet Food Giant’s Quest to Decode Cats

Understanding the Feline Mindset

The pet food industry has long been dominated by a focus on dogs, but with cats increasingly becoming the preferred pets in American households, companies are beginning to shift their attention. Mars, one of the leading names in pet food, recognized this change and launched an internal initiative called “Cattitude” to better understand cats and their owners.

This program aimed to reorient the company’s entire team—from product developers to marketers—around the unique challenges faced by cat parents. A significant concern for many is what is known as “feline insecurity,” the fear that cats may not truly love or care about their owners. This anxiety is reflected in search trends, where queries like “Does my cat love me?” and “Does my cat know I love her?” are among the most common.

Cat parents often feel that their pets have been misunderstood, treated more like smaller, less attentive versions of dogs. However, with the rise of Gen Z and their preference for cats, there is a growing interest in understanding feline behavior and culture more deeply.

Changing Perspectives

Helen Hastings, a Mars executive involved in the Cattitude campaign, emphasized the need to bring cats back into the spotlight. Despite having three dogs herself, she acknowledged the unique qualities of cats. Similarly, Fernando Silva, a marketing executive who initially favored dogs, found his perspective transformed after immersing himself in feline culture.

Silva, who grew up surrounded by cat stereotypes, was struck by how deeply people connect with their cats. He noted that many cat owners described a mature relationship with their pets, where the cats choose to stay despite the freedom to leave. This insight has led to a shift in advertising strategies, moving away from portrayals of cats as haughty and instead focusing on authentic experiences.

New Advertising Strategies

Mars has started incorporating actual cat owners into every campaign, making it mandatory to consult them. One upcoming campaign, “Ignore to Adore,” highlights the idea that even the most beloved individuals might face indifference from their cats. Taylor Swift, for instance, has shared stories about her cats being unresponsive, which resonates with many cat owners.

Understanding feline preferences is also a key part of addressing feline insecurity. Researchers at Mars’ UK research center, led by Scott McGrane, have discovered that cats cannot taste sweetness, which explains their apparent indifference to certain treats. They found that cats have receptors for umami and kokumi flavors, which is why they are drawn to tuna.

Experiments with other flavors and protein sources aim to enhance the feeding experience for cats. Mars has also introduced lickable spoons, encouraging bonding moments between cats and their owners.

Bridging the Treat Gap

Feline insecurity can create a cycle where owners become less likely to give their cats treats, contributing to a “treat gap” compared to dogs. Mars launched a campaign in May highlighting this issue, showing that dogs are nearly 32% more likely to receive daily treats than cats in single-pet households.

In workplaces, the impact of the Cattitude campaign is evident. At Mars’ Franklin, Tenn., offices, employees enjoy kitten yoga sessions and share cat memes on platforms like Teams and WhatsApp. Some teams have even purchased matching jean jackets with “I Love Cats” decals.

Tiffany Bierer, who works in research and development, said the campaign encouraged her to be more open about her love for her cats. She brought giant cat cutouts to the R&D department and occasionally attends meetings wearing cat ears or presenting in a cat outfit.

Bierer noted that while dog lovers are easily visible with their pets, cat lovers were less noticeable before the Cattitude initiative. The campaign has helped create a more inclusive environment where cat enthusiasts feel seen and valued.