There’s a new generation of pet owners walking through the doors. Generation Z, typically defined as individuals born between 1997 and 2012, is rapidly becoming a significant segment of pet owners. This group brings with them unique expectations, values, and spending habits that are reshaping the pet care industry.
In this blog post, we’ll explore what you need to know about Gen Z pet owners and how you can tailor your services to meet their needs.
Understanding Gen Z pet owners
Gen Z represents a growing share of the pet care market. About 16% of Gen Z own a pet, up from 14% in 2020, and 11% in 2018, according to the American Pet Products Association.
Zoomers prioritize their pets in ways that set them apart from previous generations. They see pets as integral members of the family, often going beyond traditional pet care to focus on personalized, premium experiences. They emphasize wellness, investing in high-quality food, preventive healthcare, and sustainable products, reflecting their broader values around health and environmental responsibility.
While every pet parent is different and has their own priorities, preferences, and leanings, there are a few core traits that broadly characterize Gen Z when it comes to veterinary care:
Digitally connected: Gen Z has grown up with technology, and they expect it to play a role in every aspect of their lives, including pet care. They rely on mobile apps, social media, and online reviews to choose veterinary practices, and they value seamless digital experiences. Features like online booking, telemedicine, and digital communication resonate strongly with this group. Practices that embrace digital solutions such as IDEXX’s new communications app, Vello, can build trust with Gen Z clients.
Deeply invested in pet wellness: Gen Z views pets as family members, often going above and beyond to ensure their pets’ well-being. Preventive care and wellness services are high on their list of priorities, and they’re open to holistic approaches like specialized nutrition, behavioral training, and alternative therapies. They’re also highly engaged in their pets’ health journeys, making educational resources and clear communication critical.
Willingness to spend more on their pets: Gen Z views pets as family members, often going above and beyond to ensure their pets’ wellbeing. Preventive care and wellness services are high on their list of priorities, and they’re open to holistic approaches like specialized nutrition, behavioral training, and alternative therapies.
Values-driven decision-making: Ethics and values play a big role in Gen Z’s decision-making. They’re drawn to businesses that demonstrate transparency, sustainability, and social responsibility. Whether it’s eco-friendly practices or a commitment to community involvement, showcasing your values can help you connect with Gen Z clients on a deeper level.
Gen Z’s growing purchasing power, combined with their digital-first mindset and emphasis on wellness, creates both challenges and opportunities for veterinary practices.
What Gen Z expects from veterinary practices
Gen Z pet owners have distinct expectations when it comes to veterinary care. By understanding what matters most to this generation, you can create a standout experience that builds trust, loyalty, and lasting relationships.
Here’s what Gen Z expects from veterinary practices and how you can deliver:
Convenience and efficiency: Convenience is non-negotiable for Gen Z. They expect easy online appointment scheduling, digital reminders, and flexible payment options. Telemedicine options and flexible hours are also appealing, particularly for busy young professionals. By streamlining your processes and offering tech-forward solutions, you can meet their expectations and enhance their experience.
Communication styles: Fast and clear communication is essential when working with Gen Z. They appreciate quick responses via text or chat and prefer educational content delivered in digestible formats, such as videos or social media posts. Explaining procedures and treatments in a way that’s easy to understand can also help build trust and loyalty.
Transparency in pricing and care: Gen Z values transparency, especially when it comes to costs. They appreciate upfront estimates and detailed explanations of procedures and their benefits. Providing clear pricing for routine services and creating educational content about the value of specific treatments can help ease concerns and build trust.
Personalized experiences: Gen Z values personalization and expects you to recognize their pets’ unique needs. Offering customized care plans and taking the time to understand their preferences can help you stand out. Small touches, like remembering a pet’s name or tailoring advice to their specific lifestyle, can make a big impression.
Unlocking the Gen Z potential at your practice
While Gen Z’s expectations may be high, this demographic also presents significant revenue opportunities for practices that are willing to rise to the challenge.
A number of studies have shown that Gen Z spends more on their pet owners than any other generation. A 2024 survey found that Gen Z spent an average of $178 per month on their pets in 2024 - significantly higher than millennials ($146), Gen X ($115), and Baby Boomers ($90). This willingness to invest opens doors for veterinary practices to offer services and products that meet their preferences and priorities.
Preventive care
Gen Z’s readiness to spend extends to premium services that emphasize top-tier care. Wellness plans, advanced diagnostics, and specialized treatments appeal to their desire for proactive and personalized pet health solutions while also driving recurring revenue for your practice. Highlighting the benefits of these offerings can further encourage Gen Z clients to invest in their pets’ wellbeing.
Preventive care is another area where Gen Z’s proactive approach to pet health creates significant potential. Promoting regular check-ups, vaccinations, and dental cleanings can encourage consistent visits and foster long-term client relationships. Offering affordable wellness packages can make preventive care more accessible and appealing, ensuring that clients see value in ongoing health maintenance for their pets.
Retail opportunities
Retail opportunities represent another avenue for meeting Gen Z’s expectations. Many in this generation seek high-quality products to enhance their pets’ lives, such as premium pet food, supplements, and accessories.
By offering these products directly in your practice, you not only provide added convenience but also increase revenue. To resonate with Gen Z, align your offerings with their values, including sustainability, ethical sourcing, and high-quality ingredients.
Embracing pet insurance
Pet insurance has exploded in popularity among Gen Z, who view it as a practical way to provide comprehensive care for their pets without unexpected financial strain. Figures from Statista show that 42% of Gen Z pet owners have health insurance for their pets, a significantly higher proportion compared to Millennials (31%), Gen X (17%), and Boomers (13%).
Practices can capitalize on this opportunity by partnering with reputable pet insurance providers. A larger insured client base means better access to care, greater treatment compliance, improved patient outcomes, and more revenue for the practice.
ezyVet integrates with a range of leading pet insurance providers, simplifying the claims process and eliminating unnecessary data entry. Check out the full list of ezyVet pet insurance integrations.
Marketing to Gen Z pet owners
Marketing to Gen Z pet owners doesn’t require a complete overhaul - just a few strategic tweaks can make a big difference. By meeting Gen Z where they are and speaking their language, your practice can build lasting relationships with the next wave of pet owners.
Social media as a key touchpoint
Gen Z spends a significant amount of time on social media. Engage them by establishing a presence on the platforms they use most.
A 2024 study found that Gen Z’s top three favorite social media platforms were YouTube (82%), Instagram (68%), and TikTok (57%). That’s a stark contrast to Baby Boomers’ preferred platforms: Facebook (78%), YouTube (55%), and Instagram (24%).
For most practices, Instagram is probably your safest (and easiest) bet. But whichever platform(s) you target, be sure to share a mix of content that’s both educational and entertaining. This could include pet care tips, behind-the-scenes glimpses of your practice, success stories, or even fun, trend-inspired videos.
Authenticity resonates deeply with Gen Z, so focus on showcasing real experiences, relatable moments, and the unique personality of your practice. Leveraging user-generated content, such as sharing photos or stories submitted by your clients, can also help build trust and a sense of community. For more inspiration, check out our blog post on effective social media content ideas for veterinary practices.
Be a trusted source of information
With so much information readily available online, Gen Z clients often find it tricky to know who to trust. This creates a valuable opportunity for veterinary practices to position themselves as trusted educators. Gen Z tends to approach information with skepticism, but they are more likely to trust advice when it’s presented with evidence and explained in a clear, straightforward way.
By positioning yourself as a trusted source of information, you can help clients critically evaluate the information they encounter and make informed decisions about their pet’s care. Clear, honest, and transparent communication is essential to achieving this. Providing credible, evidence-based guidance not only builds trust but also reduces the chances of clients turning to unreliable sources.
By supporting clients in navigating the vast sea of information, practices can foster informed, engaged partners in pet care while solidifying their role as a dependable authority.
Focus on transparency
Transparency is a must when marketing to Gen Z. Be upfront about pricing, procedures, and your practice’s values. Highlight how your business supports the community or contributes to environmental sustainability. Clear and honest communication builds trust and strengthens your brand’s reputation.
Actionable steps for veterinary practices
Adopt digital solutions: Implement online booking, telehealth options, and easy access to pet records to meet Gen Z’s tech-savvy expectations.
Engage on social media: Post relevant, engaging content on platforms like Instagram and TikTok to connect with Gen Z pet owners where they’re most active.
Offer premium services: Introduce wellness plans, advanced diagnostics, and retail products that cater to Gen Z’s desire for quality and convenience.
Embrace sustainability: Adopt eco-friendly practices and highlight these efforts to appeal to Gen Z’s values-driven mindset.
Be transparent: Clearly communicate pricing, procedures, and your practice’s values to build trust.
Conclusion
Gen Z pet owners are reshaping the veterinary industry with their tech-savviness, values-driven decisions, and willingness to invest in their pets. By understanding their unique characteristics and adapting your services and marketing strategies, you can build lasting relationships with this influential generation. The practices that evolve to meet Gen Z’s expectations will not only thrive today but also set the standard for the future of pet care.
Navigate the future of veterinary medicine with a state-of-the-art practice management system. Book a FREE demo and discover how ezyVet can help you solve the problems of tomorrow while delivering a digital-first experience.