Subaru and ASPCA Team Up to Deliver Millions in Support for Local Animal Shelters
MARKETING
This year, Subaru celebrates the seventh annual National Make a Dog’s Day on October 22nd, encouraging all people to consider adopting, fostering, or otherwise supporting a shelter pet.
Subaru of America has announced a significant expansion of its Subaru Loves Pets® initiative, committing nearly $3.2 million in direct financial assistance to local animal shelters across the United States in 2026. The funding, distributed through grants administered by the ASPCA® (The American Society for the Prevention of Cruelty to Animals®), will help shelters cover adoption preparation costs, veterinary care, transportation, and other essential services.
As the largest corporate donor to the ASPCA, Subaru has built a long-standing partnership focused on helping shelter animals find loving homes while supporting the organizations that care for them.
Addressing a Nationwide Need
Animal shelters continue to face significant challenges. According to the ASPCA, approximately 5.8 million animals entered U.S. shelters in 2025, many of whom spent extended periods waiting for adoption.
Subaru's initiative aims to address this issue by providing direct support to shelters and promoting pet adoption nationwide. By the end of October 2026, the company expects total donations through the Subaru Loves Pets program to exceed $75 million since the initiative began.
The program reflects Subaru's belief that every pet deserves a safe, loving home and access to the care needed to thrive.
Local Retailers Play a Key Role
One of the distinguishing features of Subaru Loves Pets is the involvement of Subaru retailers throughout the country. During October, participating retailers will host a variety of pet-focused events designed to connect shelter animals with potential adopters.
These activities may include:
Pet adoption events
Microchipping clinics
Community outreach programs
Shelter fundraising efforts
Education and awareness campaigns
The goal is not only to support shelters financially but also to generate awareness and encourage communities to become involved in animal welfare initiatives.
Celebrating National Make A Dog’s Day
As part of this year's campaign, Subaru will celebrate the seventh annual National Make A Dog's Day® on October 22. Created by Subaru, the initiative encourages pet lovers to do something special for their dogs while also considering adoption, fostering, or supporting a shelter animal.
The campaign places special emphasis on "Underdogs," older dogs and dogs with disabilities that often face longer waits for adoption. Subaru hopes increased awareness will help more of these animals find permanent homes.
To support the initiative, Subaru is also running a national advertising campaign featuring shelter animals and promoting the message that every pet deserves a chance at a loving family.
How Pets Influence Daily Life
The announcement also highlighted findings from a Subaru-commissioned survey showing that pets continue to play an important role in people's lifestyles and travel decisions. The company noted that for many families, adopted pets become central companions in everyday activities and adventures.
According to Alan Bethke, Senior Vice President of Marketing at Subaru of America, helping shelter pets find homes creates opportunities for animals to become valued members of families and communities.
Building a Lasting Impact for Shelter Animals
Through grant funding, adoption events, community engagement, and advocacy, the Subaru Loves Pets® initiative continues to support thousands of animals nationwide. With nearly $3.2 million in new funding this year and more than $75 million donated since the program's inception, Subaru and the ASPCA are working together to improve outcomes for shelter animals and increase adoption opportunities across the country.
As shelters continue to manage high intake volumes, partnerships like these provide critical resources while helping more animals find the permanent homes they deserve
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