29/11/2025
I’ve been part of the training and behaviour sector for nearly a decade now. I’ve seen so many professionals working tirelessly, studying, refining, advocating. And yet, when I’m on the shop floor, I don’t see a huge shift in how the general public understands dogs. In fact, I’m seeing more confusion, more outdated ideas, and more disconnect than ever.
It’s made me ask some uncomfortable questions.
Why, when we’re working so hard to get the message out, is it not landing where it matters most? Why are we still seeing dogs misunderstood, mislabelled, and mishandled in everyday life?
I think part of the answer is this: we’re stuck in an echo chamber.
As trainers and behaviourists, we tend to work with the people who already believe in what we do. The ones who seek us out. But that’s a tiny slice of the community. And let’s be honest, many of us are priced out of reach for a large portion of the public. We’ve become a specialist service in a world that desperately needs general understanding.
And in our push for regulation and standards, important as that is, have we drifted into elitism? Have we climbed so high on our professional horses that we’ve lost sight of what’s happening on the ground?
Yes, we deserve to be paid well. We’ve poured years into education, spent thousands on CPD, and carry the emotional weight of care work. But “should” isn’t always reality. Nurses, carers, support staff, they all should earn more too. The truth is, care work has never been fairly valued in our society. That’s a fight worth having, but it’s a big one. And it needs a wider lens.
Personally, I’ve slashed my prices. Not because I don’t value myself, but because I do. I want to reach the people who need help but can’t afford it. I want to leave this world knowing I contributed, even in small ways. That’s selfish, in a way. When I’m on my deathbed, I won’t be counting money, I’ll be remembering the moments I made a difference.
Now, I’m not saying every professional should drop their rates. But maybe we can all ask: What can I give without expecting something back?
• A talk at a local school
• A free workshop at your library
• A few volunteer hours for a rescue
• Letting an aspiring ethical trainer shadow you
• Offering reduced rates for charities or community groups
Let’s stop being afraid of what others might “take” from us. Let’s remember why we’re here in the first place: for the dogs and their humans. If money is your main driver, this probably isn’t the job for you.
I have deep respect for the professionals in this field. But I do wonder, has our fight for regulation pulled us away from the places where real change happens?
Because change doesn’t always start in policy. Sometimes, it starts in a pet shop. Or a school. Or a quiet conversation with someone who’s never heard our message before.
Let’s not forget the ground we stand on.