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Boulder CO – September 21, 2017 – The Pet Sustainability Coalition (PSC) took SuperZoo 2017 by storm last month, holding a one-of-a-kind, sold out Shark Reef Exhibit event in conjunction with Klean Kanteen, Zuke’s and MGM Resorts. An inspiring event, the evening was a celebration of sustainability and the 25% growth in membership PSC has seen during the first half of this year.

The Pet Sustainability Coalition attributes their remarkable growth to the way pet industry businesses are reacting to changes in consumer demands. Though consumers have been seeking brands and products they can trust for several decades, Millennials are now willing to spend more for trusted brands and the pet industry’s leading companies are proactively ensuring they are ready to position their brand to appeal.

According to a Cone Communications study, 9 in 10 consumers expect brands to do more than make a profit, but also act responsibly to address environmental and social issues. Access to media and news drives home images of environmental and social catastrophes. The brands that are leveraging their business to address these are showing increased profitability over their competitors, proving that for those who act early this new responsibility can be turned into a business opportunity.

PSC’s Superzoo event was a follow-up to their IMPACT UNLEASHED event that had an equally inspiring lineup. This momentum is putting PSC on the map like never before. With big partnership organizations like the World Wildlife Fund, PSC is helping its members proactively position themselves around the hottest issues facing this industry. Protein sourcing, labor equality, and transparency are knocking on the industry’s door as more and more articles like last week’s Washington Post article shine a light on the industry’s responsibility to address our environmental and social footprint.