Gen Z is now the fastest-growing group of pet owners in the United States, and they’re booking pet services in ways that look nothing like what older generations expect. According to the American Pet Products Association, Gen Z pet-owning households jumped 43.5% in just one year, reaching 18.8 million in 2024. However, this generation doesn’t want to call your business during office hours or leave a voicemail. Instead, they expect to book online at 11pm, communicate through text, and discover your business on Instagram before they ever open Google. If your pet business isn’t set up for that, you’re quietly losing clients to competitors who already are.
They found you on Instagram, not Google
Here’s something that catches a lot of pet business owners off guard. Gen Z doesn’t typically start their search on Google the way older clients do. They scroll Instagram and TikTok first. A grooming salon with beautiful before-and-after photos will grab their attention faster than a top Google ranking.
That means your social media isn’t just a marketing extra — it’s often the first impression. If a young pet parent lands on your Instagram and sees outdated posts from three months ago, they’ll keep scrolling. Meanwhile, the groomer down the street who posts daily transformation reels is capturing those exact clients.
This doesn’t mean you should abandon Google entirely. It means your Instagram needs to work just as hard as your website does. Think of it as your storefront window for anyone under 30.
Phone calls are a dealbreaker
This one surprises a lot of business owners, but research consistently shows that around 60% of Gen Z actively dread making phone calls for things like appointments. They’d rather text, message, or book through an app. In fact, roughly 70% say they prefer receiving a text over a phone call.
So when your website says “Call us to book!” with a phone number and nothing else, you’re essentially putting up a stop sign for younger clients. They won’t call. They’ll find someone who lets them book with two taps on their phone at midnight.
Instead, add online booking directly to your website. A simple scheduling tool that lets clients pick a date, choose a service, and confirm — all without speaking to anyone — removes the biggest barrier for this generation. For instance, making sure your site works smoothly on a phone is essential since that’s where nearly all of their browsing happens.
They spend more than you’d think
There’s a common assumption that younger pet owners are budget-conscious and not worth targeting. The data says otherwise. A 2024 survey found that Gen Z pet owners spend an average of $178 per month on their pets — more than millennials at $146, Gen X at $115, and boomers at $90.
They’re also more likely to own multiple pets. Roughly 70% of Gen Z pet owners report having two or more animals. That’s not a casual pet owner — that’s someone who needs regular grooming, vet visits, daycare, and training. Consequently, when they find a business they trust, they tend to become repeat clients quickly.
The catch? They’ll only spend that money where the experience feels seamless. A clunky website, a phone-only booking system, or a slow response to a DM will push them straight to a competitor who makes it easy.
Values matter more than ever
Gen Z doesn’t just want convenience. They also want to know what your business stands for. Sustainability, transparency, and community involvement genuinely influence where they spend. A grooming salon that uses eco-friendly products and says so on their website has a real advantage with this crowd.
This generation grew up reading reviews and researching brands before buying anything. Therefore, your “About” page, your reviews section, and even your social media captions all play a role in building trust. They want to see real people, real pets, and real values — not stock photos and generic promises.
Fortunately, most pet businesses already have great stories to tell. You just need to make those stories visible. Share why you chose certain products. Post behind-the-scenes content of your team with the animals. Let clients see the humans behind the business.
Text them, don’t email them
Once a Gen Z client books with you, how you follow up matters too. Email confirmations are fine, but text message reminders get opened far more consistently. Research from YouGov shows that younger generations overwhelmingly prefer text and instant messaging over traditional communication methods for staying in touch.
Appointment reminders, follow-up messages, and rebooking nudges all work better via text for this group. Rather than sending a weekly email newsletter they’ll never open, try a quick text after their visit: “Luna looked amazing today! Ready to book her next session?” That personal touch through their preferred channel goes a long way.
Meeting them where they are
Adapting your pet business for Gen Z clients doesn’t require a complete overhaul. It means adding online booking if you haven’t already, keeping your Instagram active and authentic, offering text communication, and making sure your values are visible. These changes don’t alienate your older clients either — ultimately, everyone appreciates a smoother booking experience.
Gen Z pet ownership is only going to keep growing. The businesses that adapt now will capture a generation of loyal, high-spending pet parents for years to come. Is your business ready for them?
