--- title: Pets > kids description: Pets > kids image: https://blog.olsonzaltman.com/hubfs/Imported_Blog_Media/zfiles-pets-kids.avif --- [Skip to content](https://blog.olsonzaltman.com/pets-kids#main-content) [![Olson Zaltman logo](https://blog.olsonzaltman.com/hubfs/OZ%20yellow.svg)Homepage](https://olsonzaltman.com) - [Industry Gap](https://olsonzaltman.com/industry-gap/) - [Capabilities](https://olsonzaltman.com/capabilities/) - [Our Work](https://olsonzaltman.com/our-work/) - [News And Resources](https://olsonzaltman.com/news-and-resources/) - [News](https://olsonzaltman.com/news/) - [Blog](https://blog.olsonzaltman.com/) - [Articles And Books](https://olsonzaltman.com/articles-and-books/) - [In The Press](https://olsonzaltman.com/in-the-press/) - [Work With Us](https://olsonzaltman.com/work-with-us/) - [Contact Us](https://olsonzaltman.com/work-with-us/) - [Careers and Internships](https://olsonzaltman.com/careers-and-internships/) - [The Team](https://olsonzaltman.com/the-team/) [Contact Us](https://olsonzaltman.com/work-with-us/) - [Industry Gap](https://olsonzaltman.com/industry-gap/) - [Capabilities](https://olsonzaltman.com/capabilities/) - [Our Work](https://olsonzaltman.com/our-work/) - [News And Resources](https://olsonzaltman.com/news-and-resources/) - [News](https://olsonzaltman.com/news/) - [Blog](https://blog.olsonzaltman.com/) - [Articles And Books](https://olsonzaltman.com/articles-and-books/) - [In The Press](https://olsonzaltman.com/in-the-press/) - [Work With Us](https://olsonzaltman.com/work-with-us/) - [Contact Us](https://olsonzaltman.com/work-with-us/) - [Careers and Internships](https://olsonzaltman.com/careers-and-internships/) - [The Team](https://olsonzaltman.com/the-team/) [Contact Us](https://olsonzaltman.com/work-with-us/) ![](https://blog.olsonzaltman.com/hubfs/Imported_Blog_Media/zfiles-pets-kids.avif) Z-Files # Pets \> kids ![James Forr](https://7528315.fs1.hubspotusercontent-na1.net/hub/7528315/hubfs/raw_assets/public/mV0_d-cms-elevate-theme_hubspot/elevate/images/avatar-placeholder.jpg?width=48&height=48&name=avatar-placeholder.jpg) James Forr August 12, 2026 Pets \> kids 2:12 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](https://theharrispoll.com/wp-content/uploads/2026/07/2026-The-State-of-Pets-July-2026.pdf) 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](https://americanpetproducts.org/industry-trends-and-stats) 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](https://fitracking.com/), 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](https://www.warc.com/feed/american-gen-z-and-millennials-choose-pets-over-children-poll-finds-dd3c1b0d5ef74680ac2e55481d5d7b0f) 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.  ## Share this post [mailto:https%3A%2F%2Fblog.olsonzaltman.com%2Fpets-kids](mailto:https%3A%2F%2Fblog.olsonzaltman.com%2Fpets-kids) ## Keep reading ### [![](https://blog.olsonzaltman.com/hs-fs/hubfs/specsavers.png?width=2560&height=1308&name=specsavers.png) Z-Files The genius of Specsavers](https://blog.olsonzaltman.com/the-genius-of-specsavers) ### [![](https://blog.olsonzaltman.com/hs-fs/hubfs/c5975de9-9ca8-4887-ac12-86f477a1fe64.jpeg?width=2048&height=1365&name=c5975de9-9ca8-4887-ac12-86f477a1fe64.jpeg) Z-Files Can't look away](https://blog.olsonzaltman.com/cant-look-away) [![Olson Zaltman](https://blog.olsonzaltman.com/hubfs/OZ%20yellow.svg "Olson Zaltman")](https://www.olsonzaltman.com/)        Sign Up For Our Newsletter ### Get Social [LinkedIn](https://www.linkedin.com/company/olson-zaltman-associates)    [Instagram](https://www.instagram.com/olsonzaltman/)    [Email](mailto:lzaltman@olsonzaltman.com) If You're Facing A Decision Where The Stakes Are Too High And You Can't Risk Being Wrong, We Should Talk. [Lzaltman@Olsonzaltman.Com](mailto:lzaltman@olsonzaltman.com) 412.288.9790 EXT.101 Six PPG Place, Suite 610 Pittsburgh, PA 15222 --- [Privacy Policy](https://www.olsonzaltman.com/privacypolicy) · Legal · © 2026. All rights reserved. ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "James Forr", "url" : "https://blog.olsonzaltman.com/author/jforr" }, "dateModified" : "2026-09-09T12:17:12.529Z", "datePublished" : "2026-08-12T23:14:12.000Z", "headline" : "Pets > kids", "image" : [ "https://blog.olsonzaltman.com/hubfs/Imported_Blog_Media/zfiles-pets-kids.avif" ], "mainEntityOfPage" : { "@id" : "https://blog.olsonzaltman.com/pets-kids", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.olsonzaltman.com/hubfs/OZA_Logo_blk.png" }, "name" : "Olson Zaltman" } } ```