If you want to reach more households in your marketing campaign, the best way may be through their pets. More U.S. households have pets than have children, and in most of those homes, pets are considered an integral part of the family. Doting pet owners call themselves “pet parents” and refer to the animals as their “fur babies”—and they’re just as passionate about their “babies” as any parent. Nearly one-third of U.S. dog and cat owners spend 30 minutes or more each week researching topics related to their pets’ nutrition and well-being, according to a May 2012 survey from Trone Brand Energy. Pet parents also like to show off and spend money on their pets and are frequent sharers of videos, tweets and Facebook posts about their pets and others’ pets.