5 Things Every Vet Should Know About Millennial Pet Owners

Millennials – or those individuals born between 1980 and 2000 – have officially taken their position as the largest generation of consumers in the market. In addition to their massive numbers and increasing spending power, folks from this up-and-coming generation also happen to be major pet lovers. As such, those in the veterinary industry would be wise to understand their unique needs and preferences so they can better market to and serve this growing demographic. That said, here are a handful of important things to consider.

They value relationships

Unlike prior generations, pet owners from Gen Y are far more likely to trust products or services provided by smaller brands. One of the main reasons for this preference is because smaller businesses are better able to offer personalized service and build authentic relationships. This is excellent news for family-owned veterinary practices. To address this, consider crafting a unique message and make connecting on an individual level a top priority.

They appreciate convenience

Millennials are a completely digital generation, meaning they’ve lived their entire lives surrounded by connected technology. It should come as no surprise, then, that pet parents from this era tend to prefer high-tech, convenient and instant modes of communication. Specifically, the AAHA found that more than half of Millennials surveyed listed text messages as their preferred way to receive appointment reminders. Offering SMS as an option can be a great way for practices to connect with younger clients.

They rely on the guidance of professionals

Another important opportunity for modern vets to build and nurture relationships with millennial clients is through education. Research indicates that younger pet parents place a lot of weight in the advice and guidance they receive from their veterinarians about pet care and products, like food and treats. In fact, pet owners from Gen Y are more than three times as likely to purchase pet food from their vet clinic vs. a store as clients from prior generations. This represents another opportunity for increase revenue streams.

They’re open to non-traditional service options

Whereas pet parents from other generations were more than happy to bring their animal companions into the clinic to be seen and cared for, millennial pet owners tend to be more open and accepting of alternative options. In other words, younger pet owners have expressed a greater level of comfort with things like house calls and telemedicine than their older counterparts. By expanding your service offering to include these additional options, you could potentially make your practice more attractive to Gen Y prospects.

They enjoy the company of all types of animals

While dogs and cats still remain a popular choice amongst younger pet owners, Millennials have proven to be much more open to adopting other species of companion animal, from birds and reptiles to certain domesticated exotic critters. These animals need routine vet care just as much as other, more traditional pet species, yet not all vets extend their services beyond feline and canine patients. Offering care for all species can provide an excellent differentiator and help you grow your practice.

Our Advice on Things Every Vet Should Know About Millennial Pet Owners in 2024

How do millennial pet owners' views on pet insurance and financing options for veterinary care compare to those of other generations?

Millennial pet owners generally show a greater openness and positivity towards pet insurance and financing options compared to older generations. This demographic is more likely to view pet insurance as a necessary part of responsible pet ownership, reflecting their proactive approach to managing potential healthcare costs. Millennials also tend to be more receptive to various financing solutions, recognizing these as practical means to ensure their pets receive necessary care without immediate financial strain. Veterinary practices can attract this demographic by clearly communicating available insurance and financing options, aligning with millennials' financial planning preferences.

What is the impact of millennial pet owners' environmental consciousness on their choices regarding pet care products and services?

Millennial pet owners' strong environmental consciousness significantly influences their choices in pet care products and services. They prefer eco-friendly options, such as biodegradable waste bags, natural grooming products, and sustainably sourced pet foods. This demographic is also more likely to support veterinary practices that demonstrate a commitment to sustainability, such as those using green technologies or supporting local conservation efforts. To attract and retain millennial clients, veterinary practices should consider adopting and promoting environmentally responsible practices and products within their services.

How do millennial pet owners' expectations for work-life balance affect their ability to care for pets?

Millennial pet owners' expectations for work-life balance directly affect their pet care routines. They often seek flexible work arrangements, which can lead to more time spent at home, enhancing their ability to care for their pets consistently. This generation values quality time with their pets, influencing their demand for pet-friendly workplaces and housing. Additionally, their desire for balance makes them more likely to utilize services that align with their busy lifestyles, such as mobile vet services, daycare, and pet-sitting apps, to ensure their pets are well-cared for even during work hours.

How do millennial pet owners' attitudes toward end-of-life care and euthanasia differ from those of other generations?

Millennial pet owners tend to approach end-of-life care and euthanasia with a strong preference for quality of life and humane considerations. They are more likely to research and seek out compassionate euthanasia services, including in-home options that offer a peaceful, familiar environment for their pets' final moments. Millennials are also more open to discussing and planning for pet hospice care early on. This contrasts with older generations, who may view veterinary intervention and euthanasia more traditionally or with less emphasis on pre-planning and personalized care settings.

What is the impact of millennial pet owners' delayed marriage and childbearing on their pet ownership patterns and veterinary care choices?

Millennial pet owners' delayed marriage and childbearing significantly impact their pet ownership patterns and veterinary care choices. Viewing pets as family members, they often invest heavily in their pets' health and wellbeing. This includes seeking out premium veterinary services, preventive care, and advanced treatments, reflecting a deeper emotional and financial commitment to their pets. The delay in traditional family milestones means millennials are more likely to treat their pets as central family members, leading to increased spending on comprehensive care and wellness programs to ensure their pets live longer, healthier lives.

Being successful in any business requires the ability to reach and connect with the right audience. The veterinary industry is no exception. By understanding the way the majority of your clients prefer to do business, you’ll be better able to position your care, your services and your practice as the ideal solution for their needs.