On “Catitude” and Building Bridges

A recent Wall Street Journal article spotlighted a fascinating initiative by Mars, the company behind several major pet food brands. As cats grow closer to dogs in terms of household popularity across the U.S., Mars realized they didn’t fully understand the feline side of their customer base—or the people who love them.

So they launched an initiative called Catitude.

The company brought in animal behaviorists and nutrition experts. They invited cat owners in to share their perspectives. They even studied cats directly, hoping to get a deeper understanding of how they behave and what makes them tick.

You’d think this kind of effort would be standard—but for many organizations, truly listening to and learning from customers (or employees, or peers) doesn’t always happen in such a deliberate, up-close way.

Catitude changed perceptions inside Mars. Employees began to see both cats and cat owners in a new light—less as stereotypes, more as complex beings with unique behaviors, needs, and preferences.

And it made me wonder:
In the workplace—and in life—are there people we’d understand better if we invited them more directly into our world?

Sometimes, the best way to bridge gaps is to get curious, sit down, and simply listen.

How Leaders Can Apply This Insight

• Invite Perspective, Don’t Assume It
  Whether it’s customers, colleagues, or team members—create space for them to tell you what they need or how they see the world. Assumptions block insight.
• Observe with Curiosity, Not Judgment
  Just like Mars studied cat behavior, leaders can pay attention to how people actually operate, not just how we expect them to.
• Bring People Into the Process
  When people are part of shaping the conversation or solution, their sense of ownership—and your mutual understanding—grows exponentially.