We all love our pets—but what kinds of relationships we build are increasingly defined by the generation we belong to.
A 2026 Rover survey* found significant differences in how pet parents from four generations** approach pet parenthood, spanning everything from how much it’s reasonable to spend each month to where you bring your furry friend.
Yet while lifestyles and attitudes clash, pets are the undeniable winner, benefiting from a rising standard of care that cuts across generational differences.
Here’s a look at the findings that separate—and unite—the generations.
Best Friend or Child? Generations Disagree
There’s no question that pets bring meaning to our lives. 94% of pet parents say having a pet is essential for their personal fulfillment, and 88% agree that their dog is part of the family.
But what role your pet plays in your family is up for debate. Older generations, including boomers and Gen X, are more likely to report their pets are best friends, while Gen Z and millennials increasingly see pets as children.
Younger generations are more likely to see pets as kid-like in several ways:
- 51% of Gen Z and 48% of millennials agree that having a pet can be a good trial before having a human child—compared to just 28% of boomers.
- Younger pet parents are also more likely to prioritize the same requirements for adopting pets as for having children—especially when it comes to financial security.
- Boomers, on the other hand, tend to value emotional readiness before financial stability for pets—but finances come first for kids.
There’s been a lot of media buzz about young people going childless in preference for pets. But Rover’s survey suggests that younger generations aren’t more likely than their parents to replace human kids with cats and dogs.
They are, however, more likely to delay kids in favor of pets. Millennial pet parents in particular are 17 times more likely than boomers and nearly 6 times more likely than Gen X to report delaying children and getting a pet instead.
So what explains the generational shift?
One factor behind the cultural shift from “best friends” to “children” may be increasing economic pressure.
While pets can be expensive, they still aren’t anywhere near as costly as kids.
In 2025, Rover estimated the average lifetime care cost was $34,550 for dogs and $32,170 for cats. By contrast, in their last report on the subject in 2015, the USDA estimated the average cost of raising a child was $233,610. Adjusted for inflation, that’s $322,247 today.
In annual terms, that’s about $2,500 for a dog and $18,000 for a child.
Gen Z and younger millennials currently have the lowest median earnings of any generation, and they’re 52% more likely than those 65 and older to report they feel “consumed” by their worries about money.
Though the reasons for the decline in the US birthrate are up for debate, there’s no question that they’ve been accompanied by a rise in pet ownership.
While young people build the capital necessary to start a family, some say pets offer a more affordable opportunity for love and caretaking—one akin to the role a child might play.
The Benefits Are Universal, But Which Ones Matter Depends on Your Age
Though generations might build different relationships with their pets, there’s one point that unites almost all pet-lovers: the value of a pet to our wellbeing.
Rover’s survey found near universal agreement (96%) that pets meaningfully impact a person’s wellbeing, with 82% highlighting emotional wellbeing and 57% highlighting physical wellbeing.
Most (84%) agree that their dog’s love is one of the most important contributors to their overall happiness. And 7 in 10 pet parents say having a pet makes it easier to develop friendships and relationships.
But exactly which benefits do you think are most meaningful? Younger pet parents see their pets’ value to their communities, while older generations point to physical health perks.
Younger people are significantly more likely to see their pet as having social or community value beyond the home. In fact, 41% of millennials believe their pet plays an important role in the mental and emotional health of their community, compared to just 18% of boomers.
Older generations, by contrast, are most likely to credit their pet with improving their physical health—62% of boomers said their pet plays an important role in improving their physical wellbeing, up from 51% of Gen Z.
The number rises with each generation, suggesting that as people age, the physical benefits of pet ownership become more salient.
Science agrees. Pet parenthood in general and dog ownership in particular have been found to have a positive influence on owners’ physical activity, with rewards including:
- lower systolic blood pressure
- significantly lower triglyceride levels, particularly in older pet parents
- lower blood pressure for those with borderline hypertension, post dog-adoption
- lower obesity rates (17%) compared to owners who didn’t walk their dogs (28%) and non-owners (22%)
Generations Disagree on Bringing Pets Along
Younger generations broadly report the most integrated pet lifestyles, but millennials take the cake. More than a quarter of millennials report bringing their pet with them “all the time” when they leave home—the most of any generation by a long shot.
Millennials are the most likely to bring their pet on errands (63%), to the dog park (61%), and to work (14%). They’re twice as likely as boomers to bring a pet to a pet-friendly restaurant or bar (37%), and they’re more than twice as likely to show up at the grocery store with a furry friend in tow (16%).
Millennials are also more likely than any other age group to bring their pets on vacation, with 40% saying they bring pets “some of the time,” and 35% opting for “most of the time.” Younger generations are also most likely to have cancelled a vacation because they couldn’t find good pet care.
Boomers trail behind, being more than twice as likely as every other generation to report “never” bringing their pet with them when they leave home. Half (50%) “never” bring their pet on vacation, compared to just 22% of millennials and 35% of Gen X.
But for the generations who don’t often bring a pet along, it doesn’t mean the love isn’t there—87% of pet parents of all ages report thinking about their pet often (a few times per day) or constantly (once an hour or more) when not with them.
People were also in agreement that pets come first in the big lifestyle decisions, like dating: nearly two-thirds (64%) of pet parents reported they were unlikely to date a person who didn’t want pets, and 1 in 5 say it’s a non-starter. Boomers were the most likely to categorically rule out romantic partners who didn’t want pets.
Phil Tedeschi, professor and researcher on the human-animal bond, isn’t surprised. He’s seen the same thing, saying, “Younger generations, in particular, are integrating pets more deeply into their daily lives and decision-making, while all generations continue to prioritize companionship and wellbeing.”
How did millennials end up so different?
There’s the pandemic to consider. Millennials adopted the most pets during COVID-19, and they got used to spending time with them.
The explosion of pet-friendly spaces also happened as millennials were entering adulthood and adopting their own pets.
- Work. The number of pet-friendly workplaces rose from just 5% in 2013 per a SHRM estimate to 14% in a 2023 APPA report.
- Dog parks. Between 2019 and 2023, the number of dog parks in the US jumped 15%.
- Dog gyms. The global pet fitness market—including canine gyms, treadmill services, and aquatic fitness—is on the rise, estimated to reach nearly $9.8 billion by 2030.
- Pet-friendly restaurants and bars. Yelp saw a 58% increase in their “Dogs Allowed” filter for restaurant searches between May 2021 and May 2023.
Boomers grew up without being able to take pets to many public places, which may reflect their home-centric pet lifestyle—and the fact that they’re just as likely as any generation to bring their pets to see friends and family.
As for Gen Z, their lives may not be settled enough yet to consider taking their pets to as many places. Time will tell if they age into bringing their pets along for the ride.
Generations Agree: The Standard of Pet Care Is Rising
Most (84%) pet parents agree that what “quality” pet care means has changed throughout their life, and 86% believe pets are better cared for today than in past generations. But what “quality” means varies by generation—whether it’s type of service or amount of spend.
Younger generations are expanding their definition of pet care, being consistently more likely to consider alternative therapies (think Reiki or hydrotherapy), dog sports, hosting parties for their pets, joining a dog gym, or even consulting a pet psychic.
They also tend to take a more proactive approach to standard forms of care, illustrated by how often they visit the vet. 71% of Gen Z and 69% of Gen Y visit the vet “a few times a year” or “anytime something seems off,” compared to 52% of boomers and 57% of Gen X.
Gen Z is also the generation that’s least comfortable leaving their pet alone for more than eight hours, followed by millennials.
All of this—extra vet visits, new therapies, less alone time—comes with a financial cost.
When asked what they think is reasonable to spend on their pets each month, the majority (82%) of boomers say $100 or less, while 73% of millennials say $100 or $200. Gen Z is the most likely of any generation to consider spending $300 per month.
That tracks with real spending behaviors. According to a 2024 Harris Poll, Gen Z spends almost three times as much as their boomer counterparts on their pets each year.
That spending is in line with younger generations’ growing tendency to relate to pets as children—elevating animal companions to a traditionally higher spending bracket. Gen Z’s pets are most likely, for example, to have pet health insurance, eat premium food, participate in sports (30%), and attend pet parties (24%).
Given the impact on their wallets, perhaps it’s not surprising that nearly two-thirds of Gen Z (64%) and millennials (63%) say their definition of quality pet care has changed “a lot,” compared to less than a third of boomers (29%).
Nor is it surprising that millennials tend to rate “financial stability” higher than older generations as a prerequisite for adopting a pet.
Where’s Your Village?
You support your pet—but who supports you? The answer might depend on your generation.
Vets are still number one: 82% of pet parents say the vet is an essential part of their pet’s care team. And they’re every generation’s first choice for advice when they feel “frustrated or uncertain” about a pet’s behavior.
But vets aren’t the only choice. Younger generations, who place an emphasis on paw-rent relationships and higher spending, are looking to more professionals and building larger care teams around their pets’ specific needs.
Nearly one in four (23%) Gen Z pet parents agree that trainers are an essential part of their pet’s care team—compared to just 6% of boomers. They’re almost four times more likely to consult trainers for advice.
Nearly half of Gen Z (45%) and millennials (48%) report that a groomer is essential to their pet’s care, compared to 28% of boomers.
The same goes for dog walkers and pet sitters, with nearly one in five Gen Z and millennial pet parents considering a walker or sitter essential to their pet’s care team. That number for boomers? One out of every twenty.
It’s not that older generations don’t think support matters—but Rover’s survey shows they rely more on smaller personal networks versus professional teams for their pet’s care. And they’re less likely to view a pet-loving community as “very” important.
Older generations are also more likely to turn to traditional sources for help and advice. 37% identify Google as the place they go to for pet advice, and 36% say friends and family.
Younger generations are broadening those sources. Gen Z is more than four times as likely (26%) as boomers (6%) to use social media, online forums, and AI chatbots for pet advice, followed closely by millennials (20%).
Together, Generations Drive Rising Standard of Care
The pet world is changing fast, and young people are at the forefront of the cultural shift.
Their lifestyles enthusiastically embrace—and maybe even drive—the pet-friendly landscape, with more dog-friendly workplaces, restaurants, and off-leash parks than ever before.
Their increased focus on quality pet care has led grooming and pet sitting businesses to explode. And they’re a big part of what has taken spending in the pet industry as a whole from $60 billion in 2015 to $157 billion in 2025.
But while older generations may not be remaking the pet scene in their image, their enduring, steadfast love for their pets remains the backbone of life at home.
They’re the generation most likely to make treats or meals at home for their pets, most likely to reject a romantic partner for not wanting a pet, and most likely to recognize the importance of their own role in their pet’s physical and emotional wellbeing.
Together, it adds up to a rising standard of care. Because of the demands of pet parents from every generation, today’s pets are living longer, eating better, and spending more time with their people than ever before.
Want to know which generation your pet care philosophy lines up with? Take our quiz!
With 41 million 5-star stays and an average sitter rating of 4.9/5 stars, Rover is meeting the need for better pet care. No matter which generation your pet parenting style is, Rover is here for the walkies, the daycare dates, the in-home boarding adventures, or your pet’s staycation a la house sitting.
*Methodology: A Rover survey of 1,000 U.S. pet parents conducted in February 2026, via Pollfish.
**Generations: Rover’s data uses Beresford Research’s definitions of generations and their age ranges.
