As the Covid-19 pandemic saw us retreating into our isolated bubbles, many of us turned to animals as a source of comfort. Beyond canine companionship, animal purchases of every kind took off during lockdown. From felines to fish, the UK population acquired over 3.2 million pets since the start of the pandemic, a trend that translates across the pond, where 10% of Americans adopted a new pet in 2020.

Who is this new generation of animal lovers? According to a study, 59% of new pet owners are millennials and Gen-Z (16-34), many of whom are first-timers.

This emerging cohort of pet parents are facing very different territory from their boomer predecessors. Having more time (and, in some cases, disposable income) to spend during lockdown, these new pet owners are far from the traditional “nuclear family + pet” model that prevailed for so long. From university students, house-sharers, and single-person households, everyone wants a pet. Plus, the typical family structures historically targeted by pet brands are rapidly changing.