Extreme Characteristics in Cats

Battersea

We explored how cat owners think and feel about extreme characteristics and physical modifications in pets, uncovering the complex mix of emotions, assumptions and external influences shaping their choices.

Through extensive quantitative and qualitative research, we delved into the factors and social cues driving these preferences - and how they ultimately impact owner behaviour and welfare decisions.

Our work revealed a new generation of younger owners holding contradictory views: expressing concern for animal welfare while simultaneously prioritising personal autonomy and placing high trust in breeders.

These insights helped shape Battersea’s Our Voice strategy, highlighting where perceptions clash with best‑practice welfare guidance and where meaningful behaviour‑change opportunities sit.

Impact:

Human insight illuminating the motivations and tensions behind demand for extreme characteristics - guiding Battersea toward clear, actionable strategies to challenge harmful norms, influence owner decision‑making, and strengthen welfare‑focused communication across the sector - the basis for their 2026 campaign 'the cost of cute'