If you have spent more than a day on Reddit, you have probably noticed that people absolutely love their pets. At the same time, you might have also noticed that there is a concerning amount of hatred towards humans accompanying that love.

When love turns into obsession, projection, or treating an animal like a substitute for human relationships, it stops being about what is ethical for the animal and your surrounding. Your surrounding being the most important part here.

It seems like a lot of people have forgotten that ethicalpetownership isn’t just a moral framework created by humans for the benefit of animals. Humans themselves are also part of the equation.

Leashing your dog isn’t something you do just for your dog or for wildlife. You do it for your fellow humans, for people with allergies, people who are afraid of dogs, those or us who simply don’t like them, and most importantly, to prevent your dog from causing harm or distress to others. So your four legged nanny doesn’t make the news for embarking on another toddler.

If you find yourself wishing that dogfree would disappear and you’re about two seconds away from typing an insult that could get your account permanently banned, allow me to introduce you a magic spell that can solve that without terminating your account: practice ethicalpetownership.

You don’t have to bother people, let your dog run up to strangers, or shove your dog in everyone’s face as though you’re attending some Family Guy cosplay convention. Similarly, you don’t need to invent twenty different scenarios explaining how the dog was supposedly “provoked” by the innocent little girl after a mauling. It’s not helpful, and frankly, it’s wildly inappropriate. Imagine doing the same thing with a burglar: No one wants you posting pictures of your favourite burglar and speculating about how the poor guy might have been “provoked” after the shop clerk ends up in the ICU.

Keeping your cat indoors, similarly, isn’t just about protecting wildlife. It’s also about respecting the people who live around you. Your neighbours shouldn’t have to spend hundreds on measures to keep your cat out of their yard, buy endless deterrents, or spend their evenings frantically sprinkling chili powder around the garden like they are seasoning a giant outdoor salad. Nor should they have to spend their days sticking forks in the ground. Their garden is not an outdoor cat buffet.

It’s not even limited to pets! Making shelters more ethical would benefit everyone who adopts from them. Better standards, more transparency, and more responsible practices would mean better outcomes for both animals and the people who take them home. And hey, no more subreddits dedicated to Mr. Worldwide would be an amazing side effect. As devastating as it might be to lose that brand of humour.

Another example is raw feeding. Not cooking your pet’s food can introduce risks that don’t stop at your front door, foodborne pathogens can also pose a risk to the people around you. I think we can all agree that avoiding the next COVID-20 would be a pretty solid addition to the list. Bonuspoints for the pet anti-vaxxers and “vets are secretly in Big Pet Food’s pocket” conspiracy theorists.

Being an ethical pet owner is not about overly loving animals, it is not about putting animals above humans or hating on them. Sometimes, the most ethical choice is not to have a pet at all. Sometimes, the right thing to do is not get an animal you desperately want because you know you can’t provide for it or because you “love” the way it looks.

The willingness to put what is right above what you want is what ethicalpetownership is all about. And that extends beyond the animal, it also means considering the needs, wellbeing, and boundaries of the people around you.

Something I feel is overlooked is the people fueling the demand behind unethical breeds and overcrowded shelters.

People love to blame backyard breeders for everything, but in reality, ethical pet ownership starts with changing your own mindset towards animals. Not picking an animal based on appearance or because you think it is cute in the moment. Thinking about the consequences of your actions: should I buy a pet when shelters are alreaded flooded by them? Should I really get a dog and not another animal that better fits my lifestyle? Do I even have the time or funds to provide for said pet?

These are all questions that should be asked before making such a decision and is not limited to the worst of breeders either. Many people get puppies and kittens for cheap that are just as unhealthy and unfit for their lifestyle as people buying from someone who asks 10k for a dog. Often even more unhealthy as the most expensive breeds arent exactly known for their health. Most of them are known for extreme and unhealthy conformation.

And if I look around me, I can safely say that 99% of people around me are not getting a pet for the right reasons. Either they are solely picking an animal based on looks, trying to be some kind of saviour of an animal from a mill or pet store, or making emotional decisions in the moment.

What are your experiences with backyard buyers?

Something I have noticed is that you can spot a breeder from the number of times the word well-bred is used. Often alongside the term backyard bred about any animal that isn’t theirs.

From an ethics perspective the use of these labels adds absolutely zero value to any discussion. Both are undefined terms that mean something different depending on the person using them.

And I am slowly getting tired of seeing these meaningless labels being used by those that call themselves “ethical” while breeding pitbulls, Frenchies, Pugs, Dashhunds, Chow Chows, Scottish folds, Munchkins or even worse… a combination of the above (Tiny fold, Puggle)

Many would define well-bred as doing health testing, genetic testing, following some arbitrary standards set by a Club or Show, the number of ribbons in the backyard, and don’t forget the dog HAS to be purebred and pedigree. Can’t possibly make any money either.

Even this differs based on the who is talking. For one person it is completely ethical to amputate the dogs tail as part of the breed standard while any reasonable person would consider that animal abuse.

We can’t have mixes now either! Heaven forbid a dog simply acts like… a dog. No, its personality must conform to a description someone wrote a century ago. So only pedigree breeding allowed, aka inbreeding until the gene pool is so cramped your dogs are carbon copies and the resulting health issues become breed characteristics.

But that is not my biggest issue, the biggest issue is simply that people defining these terms use outdated and non ethics based reasoning. Or even worse they use these terms to justify why their unethical animal is fine but someone else doing the same is not.

From a breeder perspective this is great marketing because they don’t have to do any of the hard explanations and then the people come to this sub and spread it around like it is gospel.

Let’s start with genetic and health testing. If I got a dollar every time I have to correct people that this doesn’t mitigate an extreme standard… I would now be in front of some swimming pool in a tropical country. I am going to explain this one last time…

Genetic and health testing does not in any way shape or form prevent or fix animals that are bred for an extreme in which the extreme itself causes the health issues. No amount of health and genetic testing is going to make a brachy dog healthy. But BOAS surgery will.

Which brings us to the profit argument: of course breeds like the Frenchy or Scottish Fold are expensive! When a breed requires significant veterinary intervention just to reduce the suffering created by its own physical traits, those costs naturally become part of the package. You are just paying extra for the privilege of repairing health issues that selective breeding or some ridiculous show standard created in the first place.

It would be nice if this rant ended here, but it doesn’t, sorry. One kind of breeder has a special place reserved in hell:

The one that blames the fighting dog acting like a fighting dog or the health issues in the Frankenstein animal on backyard breeders.

It’s not the extreme that’s the problem, guys. The problem is that the wrong people are doing the extreme incorrectly. This whole reasoning feels like some radical religion calling some other branch not the right way claiming to be the only true one.

And once again, the breeder gospel is delivered to the masses. No need for evidence, nuance, or inconvenient questions. Just repeat the sacred phrases and the debate is apparently solved.

“We health test.”
“They’re just backyard breeders.”
“A well-bred dog…”

Three magical sentences that make the extreme trait disappear like snow in front of the sun!
Just repeat the approved words, don’t ask too many questions, and whatever you do, do not open the forbidden chapter of the Holy Breeder Bible: “Maybe the trait itself is the problem”

>!Yes, this is satire. Yes, it’s intentionally exaggerated. No, I’m not stopping every three sentences to write a 500-word ethics essay. If your takeaway is “But MY breeder is different” this probably isn’t for you. And no, having a Pug, French Bulldog, Scottish Fold, or another trendy breed from an “ethical breeder” is not evidence that this is ethical.!<

I recently found an interesting open-access paper in which the author talks about the different reasons behind people acquiring dogs and their motivations and how those reasons can have a major impact on welfare in different ways depending on the kind of owner and their motivation.

The paper also argues that understanding why people acquire dogs is more useful than relying on broad, simplified labels. According to the author, labels such as “responsible owner” and “backyard breeder” or other catch-all terms can obscure important differences in motivations, behaviors, and ultimately, animal welfare outcomes.

The paper I am talking about is called:
Gregory, R. The harms associated with simplifying our language choices, and the need for a new typology for dog breeders and consumers. Discov Anim 3, 27 (2026).

The different types of dog consumers:

3.1 Doing their bit

The concern of subscribing to an often poorly regulated and oversubscribed market is held by the consumers labelled ‘doing their bit’. For those concerned, instead of purchasing puppies from profit driven breeders, they opt for more sustainable routes and take on the care of the ‘waste dogs’—the dogs produced by a reckless market of impulsive buyers whom after purchasing their dogs surrender their companions to rescue centres across the country either due to not being able to care for their complex needs or no longer having space for them within their daily lives \[13\].

These individuals instead of focusing on the dog’s consumer worth or background, rush to rescue centres to provide a home to whatever dog needs their help and can live comfortably in their care.
Even so, whilst many go into dog ‘rescue’ with the dog’s interest at the forefront, for many the way that the dog looks, such as their size, colour, height and even age, still has a significant impact on whether they are deemed as worthy of rescue \[13, 48\]. The notion that some rescue dogs are deemed as more desirable than others is evidenced through individuals no longer opting to adopt dogs from the United Kingdom but now from other nation states \[49, 50\].

Whilst the United Kingdom is seeing record numbers of dogs in rescue centres (with the RSPCA having to rely on private boarding due to their rescue centres working at maximum capacity \[51\]) for many the opportunity to adopt a stray from Eastern European countries is more appealing may that be due to individuals believing that their claim for help is more desired, that they will be more suited to their needs, that their exotic nature makes them somewhat more attractive/interesting, or due to individuals witnessing friends or influencers promoting the acquisition of international rescues \[49, 50\].

Hence, whilst the ‘doing their bit’ consumer may be perceived as selfless, purchasing whichever dog is in need of their care, the choice of which dog to rescue is based on a number of factors, resulting in the undesirable continuing to reside in rescue centres nationwide.

3.2 The dog mummy/daddy/parent

For the dog parent, the dog is not necessarily considered as a ‘pet’ in the first instance or even a different species but is a surrogate child \[52\]. The dog is provided with high quality gourmet style food, is bought presents for special events in the calendar, and may even get treated to a dog friendly birthday cake \[53\]. These so-called parents mould their lives around their dogs, spending money on private fields to ensure their dog’s full enrichment or restricting their holiday destinations on whichever is dog friendly \[53\].

The dog parent may also decide to send their ‘animal’ to doggy day care whilst they are at work, leave social events early to get back to their dog at home and overall mould their days and lives around their dog’s best interest \[54\]. Social media is full of these dog parents, with many posting pictures of their dogs fashioning holiday themed outfits, such as reindeer antlers or giant pumpkins bought lovingly by their ‘human’ parent \[53\].

For these individuals, due to them viewing their dog as an equal member of the family, the death of their loved one can cause intense heartbreak \[52\]. Causing many to once again partake in dog adoption to fill the dog sized hole left in the lives of the heartbroken parent. For them, adopting a dog from the same breed as before can help reduce the pain experienced \[13\]. The dog parent may choose a breed based on having ‘owned’ a similar breed when they were a child, having fond memories of family life: positive reminiscing which they associate with a particular dog ‘type’ \[13\].

For others they will choose a breed based on what they believe will ‘fit’ their current life/family, similar to choosing a partner in terms of attraction and personality. Even though looks are an important factor, for the dog parent providing for the needs and desires of their dog even at their own expense in terms of money or time is crucial, with the concept of not meeting these needs being unthinkable, like the inability to meet the basic needs of a ‘human’ child would be considered as abhorrent.

Even though these individuals may be regarded by many as the gold standard, they often engage in dog anthropomorphism, with the ‘human’s’ affection remaining dependent upon how the individual perceives the dog, and whether they apply to desirable characteristics \[55\]. Hence, whilst they prioritise dog welfare, frequently they are the ones who forget that their dog is in fact from a different species, who naturally behaves differently from ‘humans’ and are worthy of love and affection without the need to display certain ‘human-like’ characteristics \[55\].

Whilst calling our dogs affectionate names and providing them with their own characterised voices provides the ‘human’ with cheer, this anthropomorphism does not benefit the dog themselves, apart from in the fact that it may assure them the ‘humans’’ affection \[56\].

3.3 The collector

The capitalist pursuit to own the newest and rarest product spills into the dog industry \[57\]. The collector outlines perfectly the late-modern understanding that social identity and self-actualisation is achieved through the acquisition of consumer products \[58\]. However, for these consumers specifically, they are not focused on what is the most fashionable, but rather what is the rarest, and consequently has the highest social status. This person therefore seeks egocentric pursuits to place themselves above their fellow consumers (they are simultaneously fighting to fit in but to also triumph above their fellow consumers \[59, 60\]). Therefore, to gain higher social status or to signify success, the collector seeks the rarest and/or most expensive dog breeds \[61\] such as the Chow Chow who is valued for their unusual blue/black tongue and lion-like mane \[62\].

Similarly, the collector may seek out the adoption of dogs from breeds that are seen as ‘difficult to handle’, such as the Czechoslovakian Wolfdog, to gain social approval or rather awe for their ability to handle such complex dogs. Thus, fulfilling the need to both standout from and impress fellow consumers \[59, 60\].

The collector, due to the desire to own the rarest items, may experience feelings of frustration when they see others with a dog from the same breed, cherishing the astonishment and awe the public once exhibited upon learning about the rarity of their ‘animal’. For the collector, this reduction in their breeds rarity and scarcity within the surrounding area/social circle can be extremely disappointing.

3.4 The Bullies

Linking to the specific dogs which these individuals seek, ‘the bullies’ are the consumers who unfortunately caused the XL American Bully (the largest variant of the American Bully breed type) to suffer a negative public perception (a type now banned under the United Kingdom’s Dangerous Dogs Act 1991 \[63\]) through training for aggression \[64\].

For ‘the bullies’, a dog is obtained for protection, to intimidate those who may threaten their physical safety or geographic location. Being associated with other illegal entrepreneurial pursuits, ‘the bullies’ purchase dogs who have stocky builds, mutilated appearances and who are known for their powerful bite force to maintain their own aggressive and threatening persona \[17, 47\]. The idea that individuals purchase dogs for status was outlined by Harding \[17\] in their work on status dogs and their place amongst youth gangs and the drug industry. Thus, like all other consumers, ‘the bullies’ purchase dogs (like any other consumer product) to gain or reenforce a desired identity \[17, 65\].

Subsequently, for ‘the bullies’ their dog is an accessory (one not only used for physically protection but also identity maintenance).
Whilst ‘the bullies’ value the advantage which comes from ‘owning’ a particular dog breed, unfortunately the dog’s welfare is not of top priority with many choosing to purchase dogs with the exaggerated features to portray the image desired \[45\]. This problem is currently seen in the latest surge in XL American Bullies. XL Bullies whilst facing immense legal and public backlash due to their ‘uncontrollable aggression’ and the recent spike in dog attacks, are bred for their aggressive appearance \[64\].

The aim to create a dog with exaggerated and stocky features causes immense amounts of pressure on the limbs and joints of the dogs, which when mixed with often incestual and unregulated breeding results in several health issues \[66\]. Therefore, to reenforce the ‘human’s’ aggressive and threatening identity the dog is bred for extreme characteristics, placing them at risk of life-long or life-shortening health problems, which when mixed with the mutilation of the dogs’ ears and tails to reenforce the violent identity desired results in the abuse of potentially thousands of dogs \[47\].

Not only are they bred to have an unhealthy body composition and mutilated to enhance their aggressive appearance, but for ‘the bullies’ to solidify their status and to gain respect in their local area their dogs are also required to be aggressive in temperament with the dog subsequently being trained to react aggressively and to put themselves in harm’s way to physically but also socially protect their ‘human’ \[17\]. This demand for continued aggression and their subsequent use as a weapon places them at risk of euthanasia, psychological suffering, and serious bodily harm \[47\].

3.5 Keeping up with the Joneses

The consumer who tries to fit in and keep up appearances is provided with the title: ‘keeping up with the Joneses’. Within consumer capitalism, individuals demonstrate their inclusion within a particular social group through their acquisition of desirable consumer products/experiences \[47, 65, 67, 68\]. One means in which this is achieved is through the purchase of certain items of clothing (pieces which are deemed as fashionable and therefore valuable by a desirable social group \[17\]). Like other popular items, dogs are valued for their instrumental worth and can be used to demonstrate a person’s inclusion within a certain social group \[17\].

Like the ear cropping performed by ‘the bullies’ to exhibit a threatening persona, the dogs valuable to this consumer often suffer from inherited health complications in the name of fashion, such as the health complications suffered by the French Bulldog and other Brachycephalic breeds \[13\].

Brachycephalic dogs, renowned for their cuteness often suffer from health complications associated with having snub noses, large eyes and small skulls \[13\]. Brachycephalic breeds have grown in popularity, appearing on social media as the dogs ‘owned’ by celebrities and social media influencers. Therefore, following in their footsteps, their followers/fans purchase similar looking dogs to portray the life of their favourite personality \[13\].

Recently, Pocket Bulldogs have been among those awarded with such adoration which has not only resulted in prices spiking, but also their rapid production and subsequently consumption by individuals who may be unable to/uneducated on how to care for their needs \[17, 66, 69\].

Subsequently, for those who are ‘keeping up with the Joneses’, their rationale for dog ‘ownership’ is closely linked to their need to meet fashionable trends believing that, once purchased, the item (or dog) will grant them social status/acceptance and subsequently satisfy their need and desire for identity (since the loss of the Symbolic Order identity is now gained through following the demands of consumer capitalism \[34, 35\]).

However, like every other item of consumption, once the dog is purchased, the feeling of satisfaction soon fades \[70\]. In fact the person is never satisfied, resulting in them continuing on their pursuit for accomplishment, which in the case for dogs could lead to the adoption of a newer and more popular dog breed, and the subsequent relinquishment of the other (as the dog fails to fulfil the role assigned to them on adoption) or a reduction in their care \[13\]). Therefore, rather than purchasing dogs for their welfare alone, due to their acquisition providing the ‘owner’ with meaning and identity, those who belong to the typology of ‘keeping up with the Joneses’ purchase whichever dog is deemed to hold societal and consumer status, even if they are unable to provide for their needs \[13, 69\].

3.6 On the search for a therapist

The last consumer in the typology is the individual who purchases a dog with the understanding that they will improve their mental wellbeing and overall ensure their ‘owner’s’ happiness. As stated earlier in the manuscript, late modernity and liberalism has witnessed the rejection of the traditional Symbolic Order (the dominant social institutions which dictate the social construct and an individual’s subsequent social position and identity) which has resulted in individuals being plunged into a sense of liminality \[71\] — liminality (heightened by the uncertainty witnessed within the coronavirus pandemic) which results in great confusion and stress and overall causes individuals to pursue identity through other means (see \[36\]).

However, according to Raymen \[35\] consumer capitalism offers a break from this liminality (acting as a replacement to the traditional Symbolic Order) as individuals can now ‘buy’ their identity and placement within society. Subsequently pushing the concept that these negative emotions can be tackled through the acquisition of desirable products \[72, 73\]. However, the dog is not just a desired product (fulfilling the demands of capitalism) but is also known for their ability to provide comfort, reassurance, routine, and stability which makes them the perfect solution to this sense of unease. Therefore, to tackle uncertainty and emotional discomfort those in search for a therapist engage in dog adoption \[74\].

However, because the consumer purchases dogs when in states of anxiety and to provide themselves with the desired comfort, the dog is often purchased without the consumer necessarily taking time and care to consider whether they can provide for their fundamental needs, and therefore the dog is once again placed at risk for ‘human’ benefit. For example, if an individual purchases a dog impulsively, or without conducting the relevant research to see whether they are able to care for the needs of a particular breed, the dog may be subjected to living an unfulfilled life, not necessarily gaining the level of exercise required, the mental stimulation needed, or the diet and level of training desired, all of which could lead to the development of aggressive behaviour and their eventual relinquishment \[75\].

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I recently found an interesting open-access paper in which the author talks about the different reasons behind people acquiring dogs and their motivations and how those reasons can have a major impact on welfare in different ways depending on the kind of owner and their motivation.

The paper also argues that understanding why people acquire dogs is more useful than relying on broad, simplified labels. According to the author, labels such as “responsible owner” and “backyard breeder” or other catch-all terms can obscure important differences in motivations, behaviors, and ultimately, animal welfare outcomes.

The paper I am talking about is called:
Gregory, R. The harms associated with simplifying our language choices, and the need for a new typology for dog breeders and consumers. Discov Anim 3, 27 (2026).

The different types of dog consumers:

3.1 Doing their bit

The concern of subscribing to an often poorly regulated and oversubscribed market is held by the consumers labelled ‘doing their bit’. For those concerned, instead of purchasing puppies from profit driven breeders, they opt for more sustainable routes and take on the care of the ‘waste dogs’—the dogs produced by a reckless market of impulsive buyers whom after purchasing their dogs surrender their companions to rescue centres across the country either due to not being able to care for their complex needs or no longer having space for them within their daily lives [13].

These individuals instead of focusing on the dog’s consumer worth or background, rush to rescue centres to provide a home to whatever dog needs their help and can live comfortably in their care.
Even so, whilst many go into dog ‘rescue’ with the dog’s interest at the forefront, for many the way that the dog looks, such as their size, colour, height and even age, still has a significant impact on whether they are deemed as worthy of rescue [13, 48]. The notion that some rescue dogs are deemed as more desirable than others is evidenced through individuals no longer opting to adopt dogs from the United Kingdom but now from other nation states [49, 50].

Whilst the United Kingdom is seeing record numbers of dogs in rescue centres (with the RSPCA having to rely on private boarding due to their rescue centres working at maximum capacity [51]) for many the opportunity to adopt a stray from Eastern European countries is more appealing may that be due to individuals believing that their claim for help is more desired, that they will be more suited to their needs, that their exotic nature makes them somewhat more attractive/interesting, or due to individuals witnessing friends or influencers promoting the acquisition of international rescues [49, 50].

Hence, whilst the ‘doing their bit’ consumer may be perceived as selfless, purchasing whichever dog is in need of their care, the choice of which dog to rescue is based on a number of factors, resulting in the undesirable continuing to reside in rescue centres nationwide.

3.2 The dog mummy/daddy/parent

For the dog parent, the dog is not necessarily considered as a ‘pet’ in the first instance or even a different species but is a surrogate child [52]. The dog is provided with high quality gourmet style food, is bought presents for special events in the calendar, and may even get treated to a dog friendly birthday cake [53]. These so-called parents mould their lives around their dogs, spending money on private fields to ensure their dog’s full enrichment or restricting their holiday destinations on whichever is dog friendly [53].

The dog parent may also decide to send their ‘animal’ to doggy day care whilst they are at work, leave social events early to get back to their dog at home and overall mould their days and lives around their dog’s best interest [54]. Social media is full of these dog parents, with many posting pictures of their dogs fashioning holiday themed outfits, such as reindeer antlers or giant pumpkins bought lovingly by their ‘human’ parent [53].

For these individuals, due to them viewing their dog as an equal member of the family, the death of their loved one can cause intense heartbreak [52]. Causing many to once again partake in dog adoption to fill the dog sized hole left in the lives of the heartbroken parent. For them, adopting a dog from the same breed as before can help reduce the pain experienced [13]. The dog parent may choose a breed based on having ‘owned’ a similar breed when they were a child, having fond memories of family life: positive reminiscing which they associate with a particular dog ‘type’ [13].

For others they will choose a breed based on what they believe will ‘fit’ their current life/family, similar to choosing a partner in terms of attraction and personality. Even though looks are an important factor, for the dog parent providing for the needs and desires of their dog even at their own expense in terms of money or time is crucial, with the concept of not meeting these needs being unthinkable, like the inability to meet the basic needs of a ‘human’ child would be considered as abhorrent.

Even though these individuals may be regarded by many as the gold standard, they often engage in dog anthropomorphism, with the ‘human’s’ affection remaining dependent upon how the individual perceives the dog, and whether they apply to desirable characteristics [55]. Hence, whilst they prioritise dog welfare, frequently they are the ones who forget that their dog is in fact from a different species, who naturally behaves differently from ‘humans’ and are worthy of love and affection without the need to display certain ‘human-like’ characteristics [55].

Whilst calling our dogs affectionate names and providing them with their own characterised voices provides the ‘human’ with cheer, this anthropomorphism does not benefit the dog themselves, apart from in the fact that it may assure them the ‘humans’’ affection [56].

3.3 The collector

The capitalist pursuit to own the newest and rarest product spills into the dog industry [57]. The collector outlines perfectly the late-modern understanding that social identity and self-actualisation is achieved through the acquisition of consumer products [58]. However, for these consumers specifically, they are not focused on what is the most fashionable, but rather what is the rarest, and consequently has the highest social status. This person therefore seeks egocentric pursuits to place themselves above their fellow consumers (they are simultaneously fighting to fit in but to also triumph above their fellow consumers [59, 60]). Therefore, to gain higher social status or to signify success, the collector seeks the rarest and/or most expensive dog breeds [61] such as the Chow Chow who is valued for their unusual blue/black tongue and lion-like mane [62].

Similarly, the collector may seek out the adoption of dogs from breeds that are seen as ‘difficult to handle’, such as the Czechoslovakian Wolfdog, to gain social approval or rather awe for their ability to handle such complex dogs. Thus, fulfilling the need to both standout from and impress fellow consumers [59, 60].

The collector, due to the desire to own the rarest items, may experience feelings of frustration when they see others with a dog from the same breed, cherishing the astonishment and awe the public once exhibited upon learning about the rarity of their ‘animal’. For the collector, this reduction in their breeds rarity and scarcity within the surrounding area/social circle can be extremely disappointing.

3.4 The Bullies

Linking to the specific dogs which these individuals seek, ‘the bullies’ are the consumers who unfortunately caused the XL American Bully (the largest variant of the American Bully breed type) to suffer a negative public perception (a type now banned under the United Kingdom’s Dangerous Dogs Act 1991 [63]) through training for aggression [64].

For ‘the bullies’, a dog is obtained for protection, to intimidate those who may threaten their physical safety or geographic location. Being associated with other illegal entrepreneurial pursuits, ‘the bullies’ purchase dogs who have stocky builds, mutilated appearances and who are known for their powerful bite force to maintain their own aggressive and threatening persona [17, 47]. The idea that individuals purchase dogs for status was outlined by Harding [17] in their work on status dogs and their place amongst youth gangs and the drug industry. Thus, like all other consumers, ‘the bullies’ purchase dogs (like any other consumer product) to gain or reenforce a desired identity [17, 65].

Subsequently, for ‘the bullies’ their dog is an accessory (one not only used for physically protection but also identity maintenance).
Whilst ‘the bullies’ value the advantage which comes from ‘owning’ a particular dog breed, unfortunately the dog’s welfare is not of top priority with many choosing to purchase dogs with the exaggerated features to portray the image desired [45]. This problem is currently seen in the latest surge in XL American Bullies. XL Bullies whilst facing immense legal and public backlash due to their ‘uncontrollable aggression’ and the recent spike in dog attacks, are bred for their aggressive appearance [64].

The aim to create a dog with exaggerated and stocky features causes immense amounts of pressure on the limbs and joints of the dogs, which when mixed with often incestual and unregulated breeding results in several health issues [66]. Therefore, to reenforce the ‘human’s’ aggressive and threatening identity the dog is bred for extreme characteristics, placing them at risk of life-long or life-shortening health problems, which when mixed with the mutilation of the dogs’ ears and tails to reenforce the violent identity desired results in the abuse of potentially thousands of dogs [47].

Not only are they bred to have an unhealthy body composition and mutilated to enhance their aggressive appearance, but for ‘the bullies’ to solidify their status and to gain respect in their local area their dogs are also required to be aggressive in temperament with the dog subsequently being trained to react aggressively and to put themselves in harm’s way to physically but also socially protect their ‘human’ [17]. This demand for continued aggression and their subsequent use as a weapon places them at risk of euthanasia, psychological suffering, and serious bodily harm [47].

3.5 Keeping up with the Joneses

The consumer who tries to fit in and keep up appearances is provided with the title: ‘keeping up with the Joneses’. Within consumer capitalism, individuals demonstrate their inclusion within a particular social group through their acquisition of desirable consumer products/experiences [47, 65, 67, 68]. One means in which this is achieved is through the purchase of certain items of clothing (pieces which are deemed as fashionable and therefore valuable by a desirable social group [17]). Like other popular items, dogs are valued for their instrumental worth and can be used to demonstrate a person’s inclusion within a certain social group [17].

Like the ear cropping performed by ‘the bullies’ to exhibit a threatening persona, the dogs valuable to this consumer often suffer from inherited health complications in the name of fashion, such as the health complications suffered by the French Bulldog and other Brachycephalic breeds [13].

Brachycephalic dogs, renowned for their cuteness often suffer from health complications associated with having snub noses, large eyes and small skulls [13]. Brachycephalic breeds have grown in popularity, appearing on social media as the dogs ‘owned’ by celebrities and social media influencers. Therefore, following in their footsteps, their followers/fans purchase similar looking dogs to portray the life of their favourite personality [13].

Recently, Pocket Bulldogs have been among those awarded with such adoration which has not only resulted in prices spiking, but also their rapid production and subsequently consumption by individuals who may be unable to/uneducated on how to care for their needs [17, 66, 69].

Subsequently, for those who are ‘keeping up with the Joneses’, their rationale for dog ‘ownership’ is closely linked to their need to meet fashionable trends believing that, once purchased, the item (or dog) will grant them social status/acceptance and subsequently satisfy their need and desire for identity (since the loss of the Symbolic Order identity is now gained through following the demands of consumer capitalism [34, 35]).

However, like every other item of consumption, once the dog is purchased, the feeling of satisfaction soon fades [70]. In fact the person is never satisfied, resulting in them continuing on their pursuit for accomplishment, which in the case for dogs could lead to the adoption of a newer and more popular dog breed, and the subsequent relinquishment of the other (as the dog fails to fulfil the role assigned to them on adoption) or a reduction in their care [13]). Therefore, rather than purchasing dogs for their welfare alone, due to their acquisition providing the ‘owner’ with meaning and identity, those who belong to the typology of ‘keeping up with the Joneses’ purchase whichever dog is deemed to hold societal and consumer status, even if they are unable to provide for their needs [13, 69].

3.6 On the search for a therapist

The last consumer in the typology is the individual who purchases a dog with the understanding that they will improve their mental wellbeing and overall ensure their ‘owner’s’ happiness. As stated earlier in the manuscript, late modernity and liberalism has witnessed the rejection of the traditional Symbolic Order (the dominant social institutions which dictate the social construct and an individual’s subsequent social position and identity) which has resulted in individuals being plunged into a sense of liminality [71] — liminality (heightened by the uncertainty witnessed within the coronavirus pandemic) which results in great confusion and stress and overall causes individuals to pursue identity through other means (see [36]).

However, according to Raymen [35] consumer capitalism offers a break from this liminality (acting as a replacement to the traditional Symbolic Order) as individuals can now ‘buy’ their identity and placement within society. Subsequently pushing the concept that these negative emotions can be tackled through the acquisition of desirable products [72, 73]. However, the dog is not just a desired product (fulfilling the demands of capitalism) but is also known for their ability to provide comfort, reassurance, routine, and stability which makes them the perfect solution to this sense of unease. Therefore, to tackle uncertainty and emotional discomfort those in search for a therapist engage in dog adoption [74].

However, because the consumer purchases dogs when in states of anxiety and to provide themselves with the desired comfort, the dog is often purchased without the consumer necessarily taking time and care to consider whether they can provide for their fundamental needs, and therefore the dog is once again placed at risk for ‘human’ benefit. For example, if an individual purchases a dog impulsively, or without conducting the relevant research to see whether they are able to care for the needs of a particular breed, the dog may be subjected to living an unfulfilled life, not necessarily gaining the level of exercise required, the mental stimulation needed, or the diet and level of training desired, all of which could lead to the development of aggressive behaviour and their eventual relinquishment [75].

Do you recognize yourself in any of the consumer types above? If so, which one, and why? Feel free to discuss your thoughts!

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I usually don’t like to share personal stories due to privacy and safety, but I did want to share this story based on a real experience I had as a kid. Something that had a lasting impact on the way I look at pets. It got me out of the “cute” mindset permanently.

A long time ago, when I was still a kid, I really wanted to have this duck… Nonono, not just any regular duck. A crested duck!

Back then, there was very little information available about the health issues and welfare concerns associated with crested ducks. On top of that, crested ducks were incredibly rare. Something which only made them seem even more special and desirable to me.

Eventually, my parents gave in because I kept begging. I finally got my crested duck. Don’t worry, it wasn’t bought from a breeder. It was a rehomed duck. The reason it needed a new home was honestly one of the most ridiculous things I’ve ever heard. Its previous owners didn’t even have a yard, they were keeping the duck inside their apartment.
They were rehoming the duck because it wasn’t eating or behaving the way they expected.

Looking back now, I can’t help but wonder if the poor duck had been neglected or even abused. By the time it came to us, it was already suffering from some concerning health issues.

Despite the health issues, this duck was amazing… and it was doing fine (for a while). I absolutely adored this animal. It was pretty much my world back then. This duck was exceptionally tame to the point it knew its name and would waddle towards you when called. You could hug it, it would lie with you, it would do anything.

At the same time, I watched the health of the animal that meant the world to me deteriorate rapidly. Many of the behaviors I had once thought were cute or adorable started to become increasingly concerning and rather strange. We made several trips to the vet, but despite all efforts, the duck’s condition just kept getting worse.

Then came the night after one of the vet visits when the duck could barely walk anymore or even do the most basic duck things. We had to keep the poor animal inside because it could no longer live outdoors let alone take care of itself. From that moment on, the duck was being monitered around the clock. Hoping the condition would improve.

But it never did.

One morning, I woke up and found that the duck had passed away.

It didn’t even make it to its first year with us.
And yet, I don’t regret anything. It was worth it.
Looking back now, I realize that many of the behaviors and health problems were NOT random at all, they came with the “cute” crested package.

What we percieve to be cute and or natural behaviour in reality was just a neurological issue. The behaviour isn’t healthy or natural. And it’s not just crested ducks. The same problem exists in crested chickens and several other bird species, where people continue to breed for appearance without considering the consequences for the animal or the person that gets to care for it.

After having that experience I swore to never get any crested animal ever again. When seeing animals bred for extreme appearance my brain now associates it with suffering. It makes me angry, mad, that these animals are being treated like products/goods. In my mind I picture a little child waking up checking on their duck after vet visit after vet visit for their world to turn into a dead and void landscape.

I was guilty of it myself. I wanted something rare, something unusual. I didn’t understand the consequences back then. But I do now, and I won’t make the same mistake again. I will never support breeding for extreme appearances or unnatural temperaments. Animals deserve to be animals. They are not products!

If their dogs are truly bred out of love, why are they so threatened by people choosing to adopt instead?
Something to think about.

A group calling themselves “ethical” breeders downvoted every single post we made mentioning ethical adoption. They constantly brigade adoption posts, telling people shelter dogs are unhealthy, poorly bred, and spam the words well-bred and pure a million times about how much better their dogs are.

Okay… if that’s really true, why are a few posts encouraging ethical adoption causing so much panic? Why do they need to downvote brigade every adoption post and spam it with anti adoption and pro breeding rethoric? Could it be that adoption threatens more than just their opinions?

One look through the history of people calling themselves “ethical” breeders, and I found multiple complaints about not making enough money. You would think, “See? They do it for the love” right??? …then you read the rest.

“The goal is to replace my full-time job.”

Well, that escalated quickly….

Others say they are “not in it for the money” followed immediately by “how nice the extra income is”.

That’s an interesting disclaimer.

Could it be that the growing support for adoption shrinks the market for puppies? After all, every family that adopts is one less family buying a litter?

And then you find out what breeds they are actually breeding…

Dachshunds, Cavalier King Charles Spaniels, French Bulldogs, Presa Canarios, Pit Bulls…

Now that is a fascinating lineup from people lecturing everyone else about how unhealthy shelter dogs are. And apparently their dogs never end up in shelters either. Convenient.

Checks shelter listings. Checks the endless “please adopt” posts from pro-pit advocates. Checks reality. Anyway… tell me again how your dogs never end up in shelters.

The last thing shelters need is more dogs suffering from preventable hereditary diseases, more dogs bred with extreme conformations that compromise their welfare, or more powerful breeds ending up euthanized because there simply aren’t enough suitable homes and no demand, or the dog is too dangerous and unfit for pet purposes.

If adoption truly wasn’t a threat, why spend so much time trying to discredit it?

If simply encouraging people to visit a shelter first is enough to trigger a coordinated meltdown… maybe the issue isn’t adoption.

Just something to think about.

This dictionary is inspired by true events. No breeders were harmed... but some may recognize themselves.

Ethical Breeder (noun): A self-awarded title frequently used by unethical breeders.

Well-bred = inbred

Health tested = undoing decades of selective breeding for extreme traits

Champion lines = your pet will look fabulous at your next vet appointment

Preservation breeder = preserving health issues to show future generations

AKC registered = Sweet Home Alabama

Merle = if you could describe animal abuse by a color

Exotic = scarcity created by common sense

Fluffy = not comparable to a stuffed animal, which is much lower maintenance and much cheaper

Feel free to suggest any labels or terms you've seen "ethical breeders" use that should be added! Bonus points if they're funny and help raise awareness about common health issues or questionable breeding practices. If they're good, I will add them to the list.

If people want to use the label “ethical” it should describe adopters and not breeders.

No matter how responsible someone is, breeding intentionally creates more animals, millions of healthy animals already exist in shelters and rescues.

Our modern way of breeding (pedigree breeding) is plagued by inherited health issues caused by closed gene pools and selection for exaggerated traits. Breeding animals for aesthetics or for fighting is never ethical.

Owners and breeders using this term make breeding sound like some kind of public service of moral good. I would rather celebrate the people cleaning up the mess than those adding to it, or at best breaking even.

Instead, let’s normalize the term ethical adopter!

Someone who:
Adopts when possible. (Yes, I know some shelters are flooded by pitbulls…)

Researches both the rescue organization and the animal.

Makes sure the animal is a good match for their lifestyle and that the rescue is reputable. (not acting as a front for puppy mill dogs)

For anyone who likes the idea, I have added an “Ethical adopter” user flair. If you like a different flair or have an even better name, let me know!

Do help by making and sharing posts and comments on ethical adopters.

If people want to use the label “ethical” it should describe adopters and not breeders.

No matter how responsible someone is, breeding intentionally creates more animals, millions of healthy animals already exist in shelters and rescues.

Our modern way of breeding (pedigree breeding) is plagued by inherited health issues caused by closed gene pools and selection for exaggerated traits. Breeding animals for aesthetics or for fighting is never ethical.

Owners and breeders using this term make breeding sound like some kind of public service of moral good. I would rather celebrate the people cleaning up the mess than those adding to it, or at best breaking even.

Instead, let’s normalize the term ethical adopter!

Someone who:
- Adopts when possible. (Yes, I know some shelters are flooded by pitbulls…)
- Researches both the rescue organization and the animal.
- Makes sure the animal is a good match for their lifestyle and that the rescue is reputable. (not acting as a front for puppy mill dogs)

For anyone who likes the idea, I have added an “Ethical adopter” user flair. If you like a different flair or have an even better name, let me know!