A recent market research report is going to leave a lot of would-be-grandparents a little less hopeful.
In July, The Harris Poll published a pet-focused survey of over 2,000 Americans and found that a majority of Gen Z and Millennial respondents have considered building a life around pets in lieu of children.
Good news if you work in the pet industry. According to the American Pet Products Association (APPA), total pet expenditures in the U.S. have jumped from $103 billion in 2020 to $158 billion in 2025, with a projected value of $165 billion for 2026.
Innovation within the industry focuses heavily on the development of new pet foods and health monitoring technology. Products like the Fi Collar, which offers advanced GPS tracking of your dog as well as AI-driven behavioral analysis represent the leading edge of development.
But what’s driving a potential shift toward pet ownership as an alternative to parenthood? The Harris Poll survey results offer some explanation, with affordability being cited as the number one reason an American Gen Z or Millennial might decide on pets over children.
But that doesn’t explain why consumers choose pets. Why wouldn’t they opt out of caregiving altogether? In fact, the poll shows that pet parents are willing to spend the money on their companion animals – even if it means reducing other personal expenses, like eating out.
Getting to the root of this question requires a dive into some emotionally rich territory – the role that pets play in our lives. If we look across the fabric of society, what are the factors influencing the shift from “We keep the hunting dogs outside” to “My dog needs this $90 sweater?”
Tracking the cultural and psychological narratives around pet ownership could unlock the deep-seated motivators driving the burgeoning pet industry. Brand strategies and messaging that tap into this seemingly ineffable bond between humans and our non-human companions have an emotional resonance that offers significant strategic advantage with these consumers.