As Gen Z enters adulthood, they’re reshaping what it means to be a pet owner, and raising the bar for pet care along the way.
This is a generation that grew up online, shops with purpose, and sees their pets as family. They expect care that reflects their values, lifestyle and digital habits – including how they interact with your clinic.
Here’s what this may mean for your practice.
Pets are family
For Gen Z, the human-animal bond runs deep. A Packaged Facts study found that 33% of Gen Z pet owners see their pets as full-fledged family members.
And it doesn’t stop at sentiment:
- 81% celebrate their pets’ birthdays
- 43% dress them up for holidays
- 46% say pets make them feel safer
- 43% credit their pet with making them more responsible.
Whether it’s managing anxiety or finding a sense of purpose, pets are helping young people navigate adulthood.
High standards, healthy choices
Nutrition matters, and Gen Z is paying attention. The same Packaged Facts study shows 57% of pet owners aged 18-24 seek out natural, organic or eco-friendly pet foods.
This group is ingredient-savvy, values-driven and not afraid to research everything. They favour brands that align with personal ethics – clean labels, sustainable packaging and transparent sourcing.
For clinics, it’s an opportunity to lean into nutrition conversations and educate. Go beyond clinical benefit and connect with what matters to young consumers: longevity, wellbeing, and doing right by their “fur baby.”
Emotional support and mental wellbeing
Gen Z is more open than any generation before about mental health, and pets are a key part of their wellbeing. According to the American Pet Products Association, 91% of Gen Z pet owners say their pets help reduce stress, loneliness and anxiety.
This bond shapes how they make decisions about care. Treatment and surgery conversations must be handled with empathy and clarity.
You can build trust here by gently addressing topics they might not know how to bring up themselves. Content like “How to talk about quality of life” or “Recognising the signs of ageing” can be delivered through your app or blog – positioning your clinic as a supportive, informed partner.
Tech-savvy and enrichment-focused
A GlobalData survey found 46% of Gen Z pet owners are open to using pet-tech, including:
- Smart toys
- Puzzle feeders
- Interactive cameras
- Pet wellness trackers
Clinics that offer advice on enrichment and behaviour, not just physical health, will likely connect more deeply with these clients.
And how do they want this information? On their phones. Which brings us to…
Living (and managing life) online
Gen Z is mobile-native. Their phone is their organiser, their wellness tracker, their vet app – and yes, their source of endless pet content.
They use their smartphone to research, review and book everything online, including their pet’s next check-up. If your clinic isn’t easily accessible on mobile, you may be lose quite a few opportunities.
That’s where a tool like Vetdesk’s branded mobile app helps you meet them where they are:
- Easy appointment bookings
- In-app education and wellness prompts
- Push notifications for reminders and updates
- Loyalty points and subscription tools
It’s client engagement, without the admin drag.
What this means for your clinic
To sum it up, Gen Z pet parents bring a unique set of expectations:
✅ Wellness-first care with personalised advice
✅ Transparency in treatment, nutrition and pricing
✅ Digital convenience that fits their lifestyle
✅ Eco-aware options and ethical alignment
✅ Emotional intelligence in care conversations
They do their homework, value values, and expect your clinic to communicate as seamlessly as any other service they use. But once you’ve earned their trust, they’re in it for the long haul.
Stay relevant, stay connected
As Gen Z’s influence grows, they’ll shape the future of pet care. At Vetdesk, we help you stay ahead of the curve with a fully branded mobile app that puts engagement on autopilot – while keeping care personal.
👉 Ready to connect with the next generation of pet parents? Request a demo today.
