n a study, 50% of respondents would prefer their pet to human company if they were stuck on a desert island

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Indeed, the love that people feel for their pets is often at the cornerstone of communications in the pet care industry, where sales total $45 billion in the US, $2.4 billion in the U.K. and $6 billion in Brazil. Internationally, both pet-ownership and pet care sales are on the rise as wages increase in emerging markets.

It is within this context that MSL advises companies in the pet care industry – from promoting the almost-human accomplishments of rescue dogs to tasty food for cats, whose sense of smell is 14 times greater than in humans.

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