From Insight to Impact:
CLYDE Created a CSR Initiative that Unites Pet Lovers Everywhere.
R O V E R
01 ⎹ Challenge
As a rapidly growing pet services platform, Rover.com sought to strengthen its corporate identity and establish a meaningful Corporate Social Responsibility (CSR) program. With the reputational challenges faced by peer gig-economy platforms in mind, Rover aimed to proactively shape its public image and stand for something beyond just pet sitting. Rover turned to CLYDE to help build and execute a CSR program that would reflect its values and resonate with both employees and the communities it serves.
02 ⎹ Strategy
CLYDE adopted an insights-driven approach to develop Rover's CSR strategy, starting with:
In-depth employee workshops and focus groups with Rover’s users and pet sitters to uncover core values and interests.
Community research to ensure the CSR strategy aligned with the most pressing societal needs.
Policy and news monitoring to identify emerging legislative and social issues that Rover could address meaningfully.
A key breakthrough emerged from our research: 70% of domestic violence victims with pets delay leaving an abuser due to the lack of safe housing for their animals. Recognizing this as a critical, unmet need, CLYDE proposed a pet care program for survivors of domestic violence—an initiative directly aligned with Rover’s mission and a powerful way to make a tangible impact.
03 ⎹ Impact
We facilitated a partnership between Rover and YWCA Seattle, training call centers to educate about the program and connect potential leads. Rover then directly reached out, hired the sitters, and paid them based on the call center’s successful identification of leads. Additionally, Rover’s COO shared the initiative with employees and followers through a personal blog post, highlighting its success and impact.
The initiative gained rapid traction, with 140 sitters volunteering in the first week—far exceeding the annual goal of 100. Employees responded to the program with widespread enthusiasm, and local media coverage in Seattle boosted awareness and participation. The program reinforced Rover’s reputation as a socially responsible brand, showcasing the impact of aligning research with meaningful action.