A new report from Harris Poll states that many members of Generation Z and millennials consider pet care to be easier and less financially burdensome.
According to a recent Harris Poll survey, a "fur family" is a more popular lifestyle choice in 2024 than having children, with pet parenting holding a firm place in the lives of Americans.
A new Harris Poll study among 2,000 Americans reveals a trend where 43% now prefer pets over children, with many members of Generation Z and millennials stating that caring for pets is easier and less financially demanding.
Additional insights from the report "The State of Pets: A Survey of American Preferences":
American pet owners spend an average of $4,366 a year on their pets, with Generation Z leading at $6,103 and millennials at $5,150 – a significant difference compared to the average boomers' spending of $2,454, indicating a generational shift in pet spending.
Pet owners are willing to sacrifice a lot for their pets. Up to 63% say they would give up years of their life to extend their pet's life. When asked what they would give up to add at least one year to their pet's life, 67% would stop drinking alcohol for a year, 62% would give up social media, 50% would sacrifice three years of vacation, 48% would give up $10,000, and 43% would even decline a promotion.
The workplace is becoming another "pet market." 93% of pet owners believe they would be happier at work if they could have pets at the office, while 91% would feel more loyal to their employer and valued in their role. Allowing pets could even improve employee retention, as 90% stated they would stay longer with a pet-friendly employer.
Nearly 58% of pet owners believe that employers should normally allow pets in the workplace, 49% would welcome a pet allowance, and 46% support "paw-ternity leave," reflecting a shift in workplace benefits that align with the realities of pet parenting.
A newly emerging trend among 43% of Americans is the preference for pets over children, with many members of Generation Z and millennials stating that caring for pets is easier and less financially burdensome.
"Pet owners are no longer just buying kibble – they are building an entire lifestyle around their pets," said Libby Rodney, CSO and Futurist at Harris Poll. "These pet parents are rewriting the rules, prioritizing their pets in ways that demand social adaptation and respect. From pet-focused insurance to ‘paw-ternity leave,’ it is clear that our love for pets is shaping the future."
Lifestyle Choice
Young pet owners are spoiling their pets more
According to the study, 82% of pet owners say their pet is "like my own child." The devotion is strong among younger pet owners: 60% of Generation Z and millennial pet owners prefer spending on pets over themselves, and 70% have a dedicated budget for their pets. This devotion has financial implications, as 34% of millennials and 29% of Generation Z admit they have gone into debt due to pet expenses.
Generation Z Spending
Methodology
This report is based on an online survey conducted in the United States by Harris Poll between May 24 and 26, with a sample of 2,125 adults aged 18 and older. The research includes 321 members of Generation Z (ages 18–27), 662 millennials (ages 28–43), 537 members of Generation X (ages 44–59), and 605 boomers (ages 60 and older). The research is further divided among pet owners, which includes 1,594 pet owners, 1,218 dog owners, 934 cat owners, 139 rabbit owners, 194 bird owners, 307 fish owners, and 531 individuals who do not own any pets.
