Mark Wright has teamed up with the mobile game Monopoly GO! to unveil a new series aimed at Valentine’s Day, focusing on the trend among younger Brits who are showing a preference for their pets over traditional partners. A recent survey highlights that nearly half of the respondents (48%) plan to purchase gifts for their pets, with 18 to 24-year-olds being twice as likely to indulge their furry friends compared to older generations. This reflects a notable shift in Valentine's Day gift-giving norms in the UK, particularly among the youth.

Alongside this campaign, Monopoly GO! has partnered with the RSPCA to raise awareness for animals in need of love and homes this Valentine's Day. The collaboration emphasizes not just the affection Brits have for their pets, but also the importance of understanding the specific needs of rescue animals. The survey results indicate that while many recognize that pets require basic needs such as food and warmth, there remains a gap in the comprehensive understanding of pet care responsibilities.

The implications of this partnership and the survey findings are significant, as they highlight changing attitudes towards pets and relationships, particularly among younger demographics. With the increasing trend of pet ownership and gifting during holidays traditionally focused on romantic partners, this initiative by Monopoly GO! and Mark Wright aims to promote responsible pet ownership and highlight the reality of rescue pets looking for homes, creating a blend of fun, social awareness, and compassion this Valentine’s Day.