How Bark Is Using Social Media to Market Itself to Future Dog Owners

Allison Stadd, vice president of brand reach and affinity, spoke at Brandweek: Challenger Brands

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Adweek reporter Diana Pearl had a tricky question for Bark vp of brand reach and affinity Allison Stadd at Wednesday’s Brandweek: Challenger Brands summit. Pearl—who’s 26 years old, on the younger side of the millennial generation—said she can’t foresee herself getting a dog anytime soon because it feels “too adult.” So if some millennials don’t yet feel stable enough to own a dog during these tumultuous times, how many Gen Zers, the oldest of which are currently 24, have dogs?

In other words, are Gen Zers already a part of Bark’s base, Pearl asked, “or do you need to connect with them before they even get the dog?”

During the event’s next-generation marketing panel Stadd explained that, in a way, recent trends have laid some of the groundwork.

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