The initiative follows a comprehensive study of 26,000 individuals across 14 countries, which found that while 28% of people want to adopt, many feel ill-equipped to handle the realities of rescue pets. According to the research, 71% of adopters change their pet's diet after leaving a shelter, often without the necessary nutritional guidance to ensure a smooth transition. Esther Bijsmans, a veterinarian and health science expert at Mars, recommends the 3-3-3 rule—three days to feel safe, three weeks to establish routines, and three months to settle—to help owners manage expectations.

Beyond digital resources, the company is scaling its 2026 Global Adoption Weekend to encompass more than 30 countries. Anthony Guerrieri, Vice President of Corporate Affairs for Pet Nutrition, noted that while the desire to adopt is high, potential owners frequently second-guess their readiness. By providing centralized, science-backed support from the Waltham Petcare Science Institute, the company aims to replace uncertainty with confidence, ultimately helping more animals find permanent homes.