I recently came across a Wall Street Journal article by Natasha Khan titled “Inside Operation ‘Cattitude’: A Mission to Understand Cats” and who wouldn’t read that?

Being a Wall Street Journal story, of course it had a commercial slant. The essence of the article is that Mars (makers of Whiskas food and Temptations treats) is hoping to benefit from the rise in cat ownership in Gen Z households. They initiated an internal program called “Cattitude” to get their dog-loving employees on board with this new cat emphasis.

Buying Love with Treats

Their research revealed that, compared to cat-only owners, dog-only owners were 32% more likely to give daily treats.

Cats can’t taste sweet. Cats prefer the taste of umami and kokumi (as in tuna).

Products and cats connect through people. So Mars also investigated cat owners’ concerns, and cited their findings from typing “does my cat…” into a Google search: the top two results were “love me” and “know I love her.” I did the same search with DuckDuckGo and found that, among the top eight searches that came up, four questioned owner-cat love and one “does my cat hate me.”

So, my search confirmed the WSJ conclusion that cat owners often suffer from “feline insecurity.” The Mars solution is to produce foods and treats that cats like better, often with a new twist. For example, lickable spoons to be hand held “to create what the company calls an ‘enhanced bonding moment.’”

Giving Love, Getting Cattitude

So do cat owners know love when they see it?

Cats show their love in many quirky and subtle ways. According to a veterinarian, weird things cats do when they love you include slow blinking, kneading, bringing gifts, head bunting, wrapping their tails around you, and showing their belly. Other signs are purring, grooming, sitting next to you, following you around, and even mooning you as a sign of trust (YouTube.) Animal Wellness Magazine published an article explaining ten sometimes-confusing ways cats show affection for their humans.

And cats communicate lots more than affection through their behaviors. For example, chattering when they see prey indicates excitement or frustration, while rubbing their head on you (bunting) shows marking territory as well as affection. Kneading reflects contentment or stress relief, and sleeping in small spaces like boxes makes them feel safe. Eye contact, slow blinking, and tail wagging can signal trust, affection, or alertness. When they bring gifts, it’s a sign of sharing their hunting success and affection. Understanding these behaviors helps strengthen your bond with your cat.

Problematic Cattitude

Of course, not every feline oddity signals pleasant feelings. Worrisome cat behaviors may indicate health or stress problems.

• Aggression
• Litter box issues
• Excessive scratching
• Sudden changes in eating, drinking, or activity levels
• House-soiling
• Increased vocalization
• Over-grooming

These signs should prompt a vet visit, as they could signal medical or behavioral issues (PetMD, MedVet, Brookside Vet).

Bottom Line: To make the most of cat ownership, “listen” to what your cat is telling you.