The rise of Gen-Z pet parents is growing, and it’s growing fast! In fact, 70% of these pet owners live in multi-pet households, more than any other generation. And, much like everything Gen-Z does, their approach to caring for pets is anything but conventional.
This generation shops for their pets the same way they shop for themselves: scanning labels, Googling ingredients, and following influencers before they ever hit “buy.” Winning them over requires transparency, proof, lifestyle appeal — and showing up where they already spend time: in social feeds, on their favorite pet influencers’ channels, in niche online communities, and in the trade and lifestyle outlets they trust.
Gen-Z Pet Ownership is On The Rise
According to Petfoodindustry.com, Gen Z is leading pet ownership growth. In 2024, 18.8 million Gen Z households owned a pet, a 43.5% increase from 2023. Not only that, but 70% of Gen Z pet owners report having two or more animals, cementing them as the most likely generation to live in multi-pet households.
We’re also seeing a demographic shift in who’s becoming a pet parent. More men, particularly Millennials and Gen Z, are acquiring pets. Among Gen-Z dog owners, 58% are men, while 63% of Millennial dog owners are male. Both are double-digit increases from the year prior. Cat ownership is also shifting, with 38% of Gen Z cat owners and 46% of Millennial cat owners identifying as male.
How can brands leverage this? Make science snackable. Many new pet parents aren’t sure where to find reliable information or know how much they actually need. Meet them where they are by turning your content into the information that they need:
- Turn clinical results into quick TikToks or swipeable carousels.
- Feature vets or pet nutritionists in short-form video explainers.
- Create infographics that influencers and media can easily repost.
Pets As Children
Plants are the new pets; pets are the new children; children are the new exotic animals that only the ultra-rich can afford.
For Gen-Z, this is more than a joke; it’s a lived reality. Nearly half of Gen-Z pet owners consider their pets their children, prioritizing their well-being over many other life choices. That bond shows up in lifestyle choices. Gen-Z is more likely to celebrate their pet’s birthdays, throw “gotcha day” parties, and splurge on gifts than older generations.
For brands looking to leverage this, consider creating a community, not just growing customers. To Gen-Z, these aren’t “just” pets, they’re family members. Tap into the emotional side of the coin by providing content that speaks to the heart:
- Partner with adoption drives or sustainability causes to add more to your cause.
- Launch hashtag challenges showcasing pet wellness routines that pet owners are already looking into.
- Host Instagram Lives with experts and influencer co-hosts to foster a sense of belonging.
Will Travel for Pets? Not Gen-Z.
A recent KTLA report revealed that many Gen-Z pet owners are opting out of travel altogether because they don’t want to leave their pets behind. This reflects how deeply pets influence Gen-Z’s lifestyle decisions. When they do venture out, Gen-Z seeks pet-friendly accommodations, events and even workplaces. Their social calendars often center around their pets, with activities like dog yoga, pup-friendly cafés, and breed-specific meetups.
When looking to tap into this pet-focused life, brands need to sell the lifestyle within their content:
- Use seasonal hooks like “fall wellness reset” or “summer adventure-ready pets.”
- Share before-and-after transformations in short, shareable videos.
- Capture products in high-end, human-style photography to elevate perception.
Financial Implications
Gen-Z isn’t just emotionally committed to their pets; they’re financially invested. According to surveys, this generation is more willing to go into debt for premium food or emergency care, spending an average of $6,103 annually per owner.
They expect convenience and innovation: telehealth, same-day delivery, anxiety solutions, and ethical sourcing in every purchase. 46% are open to using pet-tech gadgets, and 40% believe traditional vet clinics are outdated.
Millennials and Gen-Z combined now account for over 50% of U.S. pet industry spending, which reached $147 billion in 2023. And they’re not spending it on luxury, they’re spending it for peace of mind. In fact, 34% of Millennials and 29% of Gen-Z have taken on debt to cover pet-related expenses.
When marketing to this generation as a pet brand, don’t take advantage of their spending habits. Instead, show your receipts wtihin your content:
- Post ingredient origin Reels and behind-the-scenes factory tours.
- Use Stories to answer “What’s in my pet’s food?” Q&As for open and honest transparency.
- Turn supply chain transparency into a social content series, not just fine print.
The Future of Pet Care in a Growing Demographic
To Gen-Z, pet care is a statement of identity, ethics, and adulthood. This generation is rewriting the rules of what it means to be a pet parent, and they expect brands to keep up. From functional ingredients and sustainable packaging to pet-centric lifestyles and prevention-first health solutions, the pet industry’s future is being shaped by a generation that’s more engaged and committed than ever before.
For brands ready to listen, adapt and innovate, the opportunity is a loyalty that lasts a lifetime.