Having a pet has evolved significantly in the last decade, and so is the business of feeding our four-legged family members.

In this episode of WOI Unfiltered, Jenna and Emily sit down with Jillian Smith, Vice President of Strategic Communications at Ethos Pet Brands, to unpack the trends, challenges and opportunities shaping today's pet food industry.

From the rise of premium nutrition and shifting consumer spending habits to the challenge of standing out in an increasingly crowded market, Jillian shares her perspective on what it takes to build meaningful connections with today's pet parents. The conversation also explores the power of education, innovative marketing and community engagement in building brands that resonate.

Plus, the trio swaps personal pet stories and digs into what evolving consumer expectations mean for the future of pet care.

Halloween is big business and brands are pulling out all the tricks to capture consumer attention. This week on WOI Unfiltered, we're diving into the Halloween marketing wars, from nostalgic campaigns and creative activations to the power of celebrity partnerships. Plus, we're unpacking the Sydney Sweeney advertising controversy and Powerade's bold response. Who's winning the battle for attention, and which marketing moves are delivering real impact?

Buckle up! This week on WOI Unfiltered, we're joined by Ryan Eichler, senior marketing and communications executive at the National Corvette Museum, to explore the power of storytelling in preserving one of America's most iconic automotive legacies. From shifting consumer behaviors to evolving marketing strategies, Ryan shares how the museum is keeping the Corvette story fresh, relevant and engaging for new generations of fans.