A survey conducted by The Harris Poll from April 24-26, 2026, among 2070 American adults revealed a clear societal trend: the younger generation increasingly prefers pet ownership over parenthood. The survey included 338 Gen Z respondents (ages 18-29), 721 Millennials (ages 30-45), and older generations. Of the 2070 respondents, 1625 owned pets. 40% of respondents would choose a pet if faced with a choice between an animal and a child, and this figure is even higher among Gen Z and Millennials at 55%.
The study found that for many young owners, pets have become more than just companions; they are a central element of life, influencing financial decisions, housing choices, and future planning. These figures indicate a deep emotional attachment: 83% of owners agreed that their pet is "like their own child.".
Owner spending on pets also proved to be more significant than anticipated. Nearly three out of ten young pet owners (29% of Gen Z and Millennials) had to take out loans due to animal-related expenses. Additionally, to ensure pets have a proper standard of living, 56% of owners cook at home instead of ordering food, 41% switch to cheaper products, and 39% cut back on personal comfort expenses. 54% of young owners admitted they worry about being able to afford the life their pet deserves.
Tim Osiecki, Director of Thought Leadership and Trend Development at The Harris Poll, noted that pet ownership has become a central element of life. People choose more expensive housing that allows pets, forgo travel, and even postpone medical visits to ensure their pets' comfort.
Younger generations are making major financial and life decisions based on their animals' needs—and this will change how entire industries operate. Brands face a new challenge: pet owners are no longer a niche audience. Pets influence choices in housing, travel, financial services, and healthcare. Companies in these sectors must rethink their strategy—it's not about adding a "pet-friendly" option, but about designing comprehensive solutions that view animals as full family members and consider their needs at every stage. The pet-related market segment is shifting from accessories to an infrastructural system: rethinking housing design, automotive travel safety, insurance models, and even family planning.
Although the survey was conducted in the USA, the trends described reflect a global shift in the perception of pets as priority family members. This evolution is not just social but economic: it opens up boundless opportunities for those who understand that pets are not an addition to consumers' lives but their core. And the brands and services that can first reorient themselves with this reality in mind will gain a competitive advantage.
