The obvious cause for a fall in the sale of pet food would be a fall in the number of pets, but that's not what's going on here. If anything, millennials are more likely to have a pet than any other generation. They're more likely to be single after all, so they'll keep a dog or a cat for company. As it turns out, they're just a little choosy about what they feed to that dog or cat.
If you're a keen internet browser, you'll have come across the term 'fur baby' before - and it sums up the way many young people treat their pets. Generic pet food from cans is seen as cheap and nasty, and so some millennials - against veterinarian advice, may we add - have taken to preparing their own meals for their pets. Even when they're not doing that, they go for luxury brands to make sure their pet gets nothing but the best. Looking at it another way, the pets of millennials are eating better than their owners!
To insure one’s house, one’s car or to underwrite a life insurance policy, that is common practice. But who would pay an insurance premium for his/her thumb, legs or smile? Stars, of course.
At the top of the ranking are the legs of Mariah Carey, worth 810 million USD: The diva became, in 2006, the Gillette brand muse for the advertising campaign «Legs of a Goddess». She then took out an insurance policy with London Lloyds to protect her legs, a decision that is far from being insignificant. Among its customers, the London insurer then included several icons of music, such as Bob Dylan or Rod Stewart.
David Beckham’s body insured for 195 million USD: European champion with Manchester United in 1999, David Beckham was in 2006 the most renowned footballer of the planet. In relation to his sporting activities, he took out an insurance cover for his legs. The huge amount paid for his insurance would reportedly exceed the 103 million USD disbursed by Real Madrid for the cover of Christiano Ronaldo in 2009. The fashion model would later extend his insurance cover to his entire body.
15 million USD in insurance for Kim Kardashian’s curves: The curves of Kim Kardashian are her number one beauty asset. The reality TV star, who is crazy about plastic surgery, has underwritten an insurance policy worth 15 million USD to protect her famous butt.
The culinary critic Egon Ronay assured his taste buds: The famous Hungarian culinary critic has insured his taste buds since 1957, for the amount of 400 000 USD. An original insurance policy which allows him to cover his sense of taste without which he will no longer be able to practice his job.