Gen Z and the Future of Dog Ownership: Trends and Statistics

Though millennials are still the reigning dog-savvy demographic, Generation Z (1997-2012) is starting to edge their way into the discussion and be included in more pet-ownership studies.

The number of Gen Z pet owners has steadily increased over the years as more and more of the demographic ventured into young adulthood. For reference, 11% of Zoomers owned a pet in 2018, rising to 14% in 2020 and 16% in 2022 (compared to 33% of Millennials in 2022).

Known for being advocacy-driven and open-minded, this demographic's dog-friendliness reinforces two overarching trends that dovetail with the pet parenthood standards hitherto set by millennials.

Family Ties

Viewing and treating your dog as a family member is certainly not a new or novel concept. As a baseline for canine companionship, the familial dog bond has continued to evolve and expand in younger generations. Notably, the dog-doting lifestyle of millennials, including the rise of DINKWADs (dual-income, no kids, with a dog), has made canine companionship the central component of the contemporary family unit.

In many ways, Gen Z piggybacks off millennials in keeping pets at the center of their vision of adulthood, which is overwhelmingly childless. For reference, 7 in 10 Gen Z adults would rather have pets than have children.

In light of what may be dubbed a fur-baby boom, Gen Z and millennials alike have been subject to much finger-wagging about choosing pet parenthood over parenthood parenthood. This general lack of interest in having kids is usually blamed on unchecked self-centeredness in younger demographics, when, by and large, it is actually a prime example of self-awareness and responsibility.

Financial planning and accountability, in particular, are key to understanding the future of dog ownership in Gen Zers. A decisive 98% of adult Gen Zers cite significant barriers to homeownership. Plus, the majority of Gen Z are rent-burdened post-pandemic (much like millennials who entered young adulthood in the throes of a housing market crash).

Gen Z's anxieties and complaints about the state (and future) of the world - economically, environmentally, or otherwise - are often pooh-poohed by older generations who cling to the stereotype of Zoomers as inordinately lazy and pessimistic.

Though it makes fewer headlines, Generation Z is very goal-oriented and even proactive when it comes to money budgeting, spending, and life planning. Recent research suggests Zoomers are "drawing firmer financial boundaries compared to other generations at the same age." An undeniable part of drawing these boundaries is deciding not to have children and prioritizing the reimagined pet-centered family instead.

The negative reception surrounding this kid-to-dog shift, originating in millennials and reinforced by Gen Z, reveals a longstanding belief that those without children are somehow less self-actualized. Both demographics are actively combatting this assumption by redefining family in ways that reflect their goals, lifestyles, and financial realities.

For Gen Z, choosing a pet-centric household is less about shirking responsibility and more about shaping their lives around commitments they can realistically uphold.

Relevant Statistics:

1. A 2023 Zillow poll found that 55% of Gen Z adults prioritize having a pet-friendly home (compared to 45% for a kid-friendly home).
2. 60% of Gen Z worry they might never own a home.
3. A preference for financial freedom and the inability to afford children are equally cited by 43% of younger generations choosing a child-free lifestyle.
4. Of surveyed Zoomers without pets, 71% said it was because of living restrictions, such as space constraints or building rules.

Pet Expenses

Gen Z's dedication to pet parenthood is strongly reflected in their pet care planning. Signally, Gen Z is more likely to have pet insurance (42%) than any other generation, including millennials (31%).

In terms of pet expenses as a whole, Gen Z has, too, begun to outpace millennials in recent studies. Notably, a 2024 survey conducted by Talker Research found that Gen Z spent a monthly average of $178 on their pets in 2024 (compared to $146 for millennials, $115 for Gen X, and $90 for boomers).

Still, despite spending the most, Gen Z surprisingly takes the lead on budgeting in 2024. For reference, 48% of Gen Z reports putting a cap on pet expenditures, contrasted with 38% of millennials.

These survey results introduce an intriguing overlap between spending and budgeting trends among Zoomers. Even though they are the generation most likely (66%) to rationalize spending money on luxury pet items or services, they are also the "least likely to go into pet debt."

Alice Collins, reporting for Newsweek, traces Gen Z's pet expenses back to the influence of social media. As the first true digital-first generation, they are apt to shape their dog ownership around the content they consume. Online pet trends (e.g., raw food diet), targeted advertising, and influencer recommendations all hold sway over Gen Z's pet spending habits.

Particularly, Gen Z is continually enticed by the more pricey, health-conscious side of pet care. 54% of Gen Z say that personalized nutrition for their dogs means quality ingredients, thus serving as a form of preventative care that saves money on more costly pet health issues in the long run.

As a core participant in this decisive industry shift toward high-quality, all-natural, or fresh pet food, Zoomers are changing overarching perceptions of what our pets 'need.' However, the increasingly saturated pet food industry also demands a constant vetting of health and wellness claims so as not to be misled by mendacious marketing campaigns. Here, Gen Z's media literacy is crucial.

Broadly speaking, Gen Z can be a very impressionable consumer, more than willing to allocate more funds toward a lavish lifestyle for their dog. Although their dog-related spending can be framed as frivolous, their concurrent financial savviness appears to be balancing their impulse to overspend thus far.

Relevant Statistics:

1. 52% of Gen Z pet parents say that additional pet benefits would increase their desire to stay with their company for the next 12 months.
2. According to NAPHIA, 6.25 million pets were insured in North America at the end of 2023. Overall, the pet insurance marketplace increased by 16.7% from 2022 to 2023.
3. In 2024, 74% of Gen Z pet owners had insurance that covered at least part of their emergency vet bills.
4. Over half of Gen Z reports buying their dog birthday presents each year.

Without a doubt, Generation Z is cementing its place in the evolving narrative of dog ownership, bringing fresh perspectives while building on trends initiated by millennials. Their forward-thinking mindset and deep commitment to canine companionship underscore how younger generations as a whole are redefining what it means to live meaningful, intentional lives – choosing to delay parenthood while wholeheartedly embracing (and budgeting for) pet parenthood.