Purina: the value of the bond between people and animals for a more empathetic and inclusive society

In a world that rediscovers every day the importance of inclusion, diversity and social cohesion, there is a silent but powerful bond that represents all these values and runs through the daily lives of millions of people: that between humans and pets. A relationship made up of simple gestures, constant presence, mutual understanding and unconditional love that Purina has always recognised as invaluable. This is also confirmed by Ipsos research for Purina on the relationship with pets, according to which 87% of pet owners recognise in pets a source of affection and joy. It is from this awareness that stems the objective of the company, leader in the petcare sector, to enhance the importance of the Pet Human Bond through projects that benefit people and pets, in a path that integrates the creation of quality food and commitments that go 'Beyond the Bowl', beyond nutrition to bring value to pets, people and the environment.

The objective is ambitious: to demonstrate how the presence of a dog or cat can transform different contexts of daily and social life, making them more inclusive and attentive to the needs of people, even the most fragile. This commitment takes shape in a series of projects operating in different areas, concretely highlighting how the relationship with pets can improve the quality of life and relationships and generate a positive impact on communities.

In the professional context, this link finds concrete expression thanks to the Pets at Work programme. Launched in 2014 at Purina's Assago headquarters and now extended to other companies, the project represents one of the first structured examples in Italia of a pet-friendly workplace. Bringing your dog into the office is not just a symbolic gesture, but a choice that profoundly affects the corporate climate. The presence of pets helps to reduce stress, encourages sociability among colleagues and creates a more serene and collaborative working environment. The result is greater team cohesion and improved psychological well-being of employees, elements that are increasingly central to contemporary organisational culture. Precisely to spread this model, Purina has created the Pets at Work Alliance, a network of companies that share this belief and are supported, through guidelines, tools and good practices, to make their professional spaces more and more pet-friendly. In this way, Pets at Work is configured not only as a corporate welfare initiative, but as a true cultural model capable of rethinking the relationship between private and professional life.

The journey continues in schools with A Scuola di Petcare, an educational programme that for over twenty years has accompanied children and primary school teachers on a journey to discover the relationship with pets. Designed to sensitise the new generations to respect and care, A Scuola di Petcare, through didactic materials, quizzes and dedicated activities, offers concrete tools to understand what it really means to welcome a pet into one's life. It is not just about educating responsible care: according to the teachers involved in the latest survey by the National Observatory on Educational Impact, the relationship with pets is also a powerful ally in the emotional and social development of young children. In fact, 35% of teachers observe an increase in empathy among pupils, while 27% note an improvement in listening and attention, with positive effects on classroom collaboration as well. An impact that concretely contributes to the growth of more empathetic, aware, respectful and responsible citizens.

And if at school the relationship with pets becomes a powerful educational tool, it is in contexts of greater fragility that the pet-human bond reveals perhaps its deepest dimension. Purina supports programmes of Assisted Interventions with Animals (IAA), carried out in collaboration with specialised realities and active in different contexts: from hospital paediatric wards, such as projects dedicated to hospitalised children and pathways for eating disorders, to RSAs, with initiatives aimed at the elderly suffering from Alzheimer's and cognitive impairment. Less conventional but equally significant contexts, such as an emergency dentistry ward, have also welcomed pet therapy activities to help children during treatment. These are not mere recreational moments, but ongoing interventions designed together with the medical teams, with specific objectives such as strengthening self-esteem, improving relational dynamics and providing emotional support to patients. In these contexts, the presence of specially trained and certified dogs and cats becomes a valuable resource for the emotional well-being of vulnerable people, children and the elderly. Contact with an animal can reduce anxiety, stimulate socialisation and offer moments of genuine comfort, thus becoming an integral part of the care pathway, helping to improve the quality of the experience in often difficult situations.

Transversely to all these areas emerges a constant and fundamental figure: the veterinary doctor. A key professional in the protection of animal health and welfare, the vet faces complex challenges on a daily basis, both professionally and personally. With the Thank You Vets campaign, Purina chooses to recognise and enhance their role in a tangible way, highlighting not only their dedication but also the emotional and psychological pressures that characterise the profession. The initiative is designed to offer concrete support to the veterinary community through the Purina Vet Center, a free digital platform with resources dedicated to emotional wellbeing, stress management and resilience, developed in collaboration with mental health experts and professional associations.

The central message of the campaign - "We see your care" - emphasises the importance of recognising and supporting those who care for our pets every day. Collaboration with organisations such as ANMVI (Associazione Nazionale Medici Veterinari Italiani - National Association of Italian Veterinary Doctors) also helps to disseminate concrete support tools and promote a cultural change around issues that are still too often overlooked, such as the psychological health of professionals.

Through these projects, Purina demonstrates how the pet-human bond is not just a concept, but a concrete lever for social change. From everyday working life to education and support in the most delicate moments, the bond between people and pets is confirmed as a resource capable of generating widespread well-being. A commitment that looks to the present, but above all to the future, with the ambition of fostering the evolution of social contexts where pets play an increasingly integrated role and of supporting the evolution of communities that are increasingly sensitive, inclusive and aware of the value of relationships.