As a team with millennial pet parents, we get it – we’re often misunderstood. From avocado toast to selfies, we’ve been stereotyped in many ways. But when it comes to the pet industry, there’s a glaring misconception that needs busting: millennials are shaping the future of pet ownership, and as pet business owners, you need to get on board.

In this blog series on millennial pet parents, we’ll be setting the record straight about who we are, what we want, and how you can market to us effectively. Let’s dive into the facts and break down those age-old myths.

Why Marketing to Millennial Pet Owners Is Key for Pet Businesses

In 2018, millennials officially surpassed baby boomers to become the largest pet-owning generation. But it doesn’t stop there. By 2025, it’s expected that one in three pet owners will be millennials. This trend is only growing, with over 2.1 million young adults adopting pets during the pandemic, and many more planning to do the same.

With millennials making up the largest and most lucrative segment of the pet market, it’s time to understand their needs and habits. Let’s explore some common myths about millennials that pet businesses should ignore.

Myth 1: Millennials Don’t Have Time for Pets

Yes, millennials often report feeling time-starved. With 73% of us working more than 40 hours a week, it’s easy to think we’re too busy for pets. However, the reality is changing. We increasingly prioritise work-life balance, and flexible working arrangements have become a must-have for many.

Nearly a third of millennials say they’d consider switching jobs if their workplace didn’t allow pets. Flexible work arrangements allow us to spend more quality time with our furry friends. Additionally, millennials are more likely than other generations to indulge in convenience services, like dog walking or pet subscription boxes.

Myth 2: Millennials Aren’t Having Children – They Don’t Need Pets

While it’s true that millennials are delaying starting families, it doesn’t mean we’re not raising “kids.” In fact, many millennials are opting to care for pets first – sometimes instead of, or as practice for, having children. The term “pet parent” reflects this shift, as millennials spoil their pets with birthday gifts, special treats, and even custom pet clothing.

In fact, many millennials view their pets as family members, and a huge percentage consider their dogs or cats as children. The pet industry has been quick to embrace this growing demand for pet-friendly products and services.

Myth 3: Millennials Have Low Spending Power

While it’s true that millennials face higher living costs, we still hold significant purchasing power. In 2020, millennial spending was estimated at a whopping $1.4 trillion, with a significant portion of that going toward pets.

Interestingly, millennials are willing to spend more on their pets than previous generations. In fact, more than half of pet parents aged 19-38 in the UK said they’d rather cut back on personal luxuries than compromise on pet care. So, if you think millennials are “cheap,” think again. We’re willing to invest in products that benefit our pets, especially those that align with our values and needs.

Myth 4: Millennials Aren’t Loyal to Brands

Another myth about millennials is that we’re disloyal. But studies show the opposite – 80% of millennials are willing to pay for brand loyalty programmes, and nearly 77% have recommended products or services in the past month.

Millennials may appear fickle, but when we find a brand we trust, we become incredibly loyal customers. Brands that consistently meet our expectations – and provide exceptional customer experiences – can enjoy a long-term relationship with millennial consumers.

Myth 5: Millennials Don’t Like Traditional Advertising

It’s true that many millennials use ad-blockers, but that doesn’t mean we’re immune to advertising. In fact, we’re far more likely to trust recommendations from friends, influencers, and blogs than traditional ads. Nearly 247% more likely to be influenced by blogs than other advertising channels, millennials turn to social media and influencer endorsements before making purchasing decisions.

Building trust and leveraging social proof are essential strategies when marketing to millennials. By creating authentic, shareable content, your brand can build credibility and attract millennial customers who value peer recommendations.

Myth 6: Millennials Are Self-Centered

Far from the “Me Me Me” generation, millennials are driven by a sense of social responsibility. A staggering 71% of millennials will pay more for products from brands with a social or environmental cause. Brands that align with these values – such as sustainability, ethical sourcing, or charitable donations – can tap into millennials’ growing desire to make a positive impact through their consumer choices.

As pet owners, we also want the best for our pets, seeking out sustainable pet foods, plant-based options, and eco-friendly pet products. Millennials want brands that align with their personal values, so showing that your pet business cares about these issues can significantly boost your appeal.