4 Mar 2025
New research commissioned by WHISKAS® reveals that countless Aussies are overlooking the perfect pet - without even realising it. The trusted cat food brand is on a mission to prove that every pet lover has untapped potential, they just might not know it yet. Today, WHISKAS® is launching a bold new initiative to challenge cat scepticism head-on, inviting self-proclaimed ‘cat haters’ to step outside their comfort zones and discover the joys of feline companionship firsthand.
The study has uncovered some surprising insights into Australians' attitudes toward cats revealing that one in six Australians (15%) admit to disliking, or even outright hating cats. But here’s the kicker: 74% of them have never actually owned or lived with a cat, meaning their opinions are based purely on perception rather than experience. At the same time, an overwhelming 91% of Australians agree that cats deserve a loving home, yet 62% say they have no plans to foster or adopt in the next 12 months.*
To bridge this gap and turn scepticism into love, WHISKAS® is launching the ‘Cat Conversion System’ - a program designed to give so-called cat haters the chance to foster a feline and see for themselves what they’ve been missing. Teaming up with dedicated rescue groups 9 Lives Project Rescue and Hills Cat Rescue, WHISKAS® is ensuring each participant is matched with the perfect cat for their lifestyle. To make the transition even smoother, participants will receive the ultimate digital ‘Cat Conversion Kit’, which includes:
• Discounts on WHISKAS® Cat food & Cat Essentials with online retailer Pet Circle
• Expert tips and tricks on cat fostering & behaviour
• Consumer care support
Dr Juliette Tobias-Webb, a leading chief behavioural scientist & professor, is supporting the initiative to delve into the psychology behind why people form such strong opinions about cats and why this program could be the key to shifting those attitudes for good.
“There’s a psychological principle known as the ‘Mere Exposure Effect,’ which suggests that the more time people spend around something unfamiliar, the more they grow to like it,” says Dr Tobias-Webb.
“What’s really fascinating is that 64% of Australians say they’d prefer a pet that’s independent and doesn’t require constant attention - traits that cats naturally embody! So for those who think they don’t like cats, they might actually be the perfect pet for them.”
Leading by example, Australian TV personality Jamie Durie and his family have stepped up to the challenge, opening their home to three-month-old foster kitten, Iskra.
“I’ve always been more of a dog person, so the idea of fostering a cat seemed a bit outside my comfort zone at first. But after just a few days with Iskra, I started to see things differently. It’s already been an incredibly rewarding experience for me and my family, especially for my daughter,” said Jamie.
“They’ve formed such a strong bond, and I’ve discovered that cats really do have a unique charm. If you’re unsure about cats, I’d encourage you to give the program a try. It might just surprise you, like it did for me!”
Camille Shepherd, WHISKAS® Brand Director, says people often form opinions without truly connecting with cats and hopes more will be inspired to open their hearts and homes to cats in need, experiencing the magic of fostering firsthand.
“This campaign aims to challenge the misconceptions about cats and offer so-called ‘cat haters’ an opportunity to experience what makes felines so special,” said Camille.
“We know there is a real need for an increase in cat adoption – the most recent Pet Rescue Pet Adoption Survey showed that in the years 2022 – 2023, more than 39,000 cats needed homes in Australia**. Our ambition at WHISKAS® is to connect cats with their forever humans and to enrich the lives of both cats and their owners.”
“While we know some people may be sceptical, we are betting that after spending a couple of weeks with a cat, some might just find themselves converted. After all, it’s hard to resist the appeal when there’s a loveable, purring ball of fluff involved!”
For more details on how to get involved and foster your very own cat, head to www.catconversionsystem.com
ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a $50bn+ family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, DOVE®, EXTRA®, M&M’s®, SNICKERS® and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our 150,000 Associates to act every day to help create a better world for people, pets and the planet.
For more information about Mars, please visit www.mars.com.