How do pet food companies communicate sustainability practices on their websites?

The role of sustainability communication in pet food industry has changed, following similar trends observed in the food industry for human consumption, towards a marketing approach that incorporates different elements, including sustainability. This study explores how the biggest pet food companies in the United States (US) and European Union (EU) communicate their sustainability practices, with a focus on the environmental, social and economic dimensions of sustainability. Content analysis of pet food company websites, revealed environmental sustainability to be the dominant dimension in both geographic areas, with ecological topics such as water conservation, soil preservation and emissions reduction being emphasized the most. Aspects pertaining to social sustainability, including community support and respect for human rights, also appeared in the communication strategies, although to a lesser extent. The study identified significant differences between the communication strategies used in the two geographic areas. The approach adopted by European companies tended to be more structured and shaped by the regulations in place, reflecting the presence of more rigid non-financial reporting guidelines in this area, whereas companies in the United States displayed greater variability in their communication approaches, probably due to the lack of centralized regulations. Despite this, companies in the United States tended to place greater emphasis on collaborations and partnerships, in particular, on energy and emissions management. The findings contribute to furthering our understanding of how sustainability practices are being communicated in the pet food industry, offering a comparison of the two markets considered, and highlight the growing need for integrated, transparent communication strategies in the sector.