Necessity of Counselors

The dog as a social creature:

Among all the creatures that have the habit of living in groups, dogs tend to establish their own position within a group. Once they are received by a group of human beings, their owners and their families become its social group. In this group, pets are considerably affected, not only by the owner, but also by other family members who belong to the same “group”.

The distance between humans and pets in modern society:

More and more owners regard their pets as a real family member and deepen their love for them as they would for their own children. The owner’s emotions, philosophy and sense of values greatly affect the formation of a pet’s character, just like the relationship between parents and their children.
What we have to remember is that if owners ask for too much from their dogs, as they develop relationships with other human beings, there is a high possibility that the dogs will have behavioral problems.
As a matter of fact, even some professionals in the frontier of the pet business, are bewildered by this.
This is because many professionals see the human being and the animal as no more than “owner and pet”. It is similar, to describing and understanding problems of a child, from the view of the relationship that exists only between the child and his/her mother.
However, it is often forgotten that there are much more complicating elements such as father, the marital relationship between mother and father, the parents of each of them, parents’ social positions, etc.
Leading professionals have to now correctly realize and grasp the problem between pets and owners as a problem of the entire family.

Pet counseling is widely known in Western countries, but not in Japan:

Pure has been collecting information on pets and widely distributing the information since 1983. Above all else, we have been solving the stalemate, experienced by professionals, by going in and analyzing the psychology and backgrounds of owners. What we need is more pet counselors to work with us.