The Future is PetGen

Younh friends spending time together seated on an outdoor concrete staircase to illustrate The Future is PetGen

Written by Bob Lester, DVM for Today’s Veterinary Business

Every generation has its own approach to work and life. How these different groups interact with family, pets and lives are profoundly reshaping our world and professional landscape. This is particularly true of the generation I call PetGen.

I define PetGen as the combination of millennials and Generation Z, or anyone under about age 38. From my baby-boomer perspective, these are the people transforming and dramatically altering the pet landscape. It’s not only a good thing, but also a great thing! PetGen’s bond with their pets is deeper than any generation in history.

Millennials and Gen Zers will make up the majority of the U.S. population by 2020. And don’t forget that PetGen is not just the dominant consumer today; they also comprise over 80% of the global workforce. As these generations continue to grow and exert cultural influence, we need to understand these pet owners so that we can meet them where they’re at, know how they think and, most importantly, how they relate to their pets.

Now, I recognize that generational designations are gross generalizations and rarely line up with any one individual. That said, getting under the hood of different generations to see how they run — particularly how they view their pets — can be fun, informative and thought-provoking.