A new Harris Poll study of 2,000 Americans reveals a trend where 43% now prefer pets over children, with many Gen Z and Millennials citing pets as easier to care for and less financially burdensome.
Other findings from The State of Pets: Unpacking America's Pet Preferences:
- On average, American pet owners spend $4,366 annually on their pets, with Gen Z leading at $6,103 and Millennials at $5,150 — a stark contrast to Boomers’ average of $2,454, highlighting a generational shift in pet-related spending.
- Pet owners are willing to make significant sacrifices for their pets. In fact, 63% say they’d give up years of their life to extend their pet’s lifespan. When asked what they would give up to add just one more year to their pet’s life, 67% would forgo alcohol for a year, 62% would drop social media, 50% would sacrifice three years of vacations, 48% would give up $10,000, and 43% would even forgo a job promotion.
- The workplace is emerging as the next “Pet Economy” frontier. 93% of pet owners believe they’d feel happier at their job if allowed to bring pets to work, while 91% would feel more loyal to their employer and valued in their role. Allowing pets could even improve retention, with 90% stating they’d be more likely to stay longer with a pet-friendly employer.
- Nearly 58% of pet owners believe employers should normalize pets at work, 49% would welcome a pet stipend, and 46% are advocating for “pawternity leave,” underscoring a shift in workplace benefits that reflect the realities of pet parenthood.
- An emerging trend among 43% of Americans is a preference for pets over children, with many Gen Z and Millennials noting that pets are easier to care for and come with fewer financial burdens.
“Pet owners are no longer just buying kibble — they’re building a lifestyle around their pets," said Libby Rodney, CSO and Futuris at The Harris Poll. "These pet parents are rewriting the rules, prioritizing their pets in ways that demand societal adaptation and respect. From pet-specific insurance to ‘pawternity leave,’ it’s clear that our love for our pets is shaping the future.”
Younger pet parents spoil more
According to the study, 82% of pet owners say their pet is "like my own child." The devotion runs deep among younger pet parents: 60% of Gen Z and Millennial pet owners prioritize spending on pets over themselves, and 70% have a designated budget for their pets. This devotion has its financial impact, as 34% of Millennials and 29% of Gen Z admit they’ve incurred debt due to pet expenses.
Methodology
This report is based on a custom survey that was conducted online within the United States by The Harris Poll between May 24 to 26, among 2,125 adults aged 18 and over. This research comprises of 321 Gen Z (ages 18-27), 662 Millennials (ages 28-43), 537 Gen X (ages 44-59), and 605 Boomers (ages 60 and older). This research is also broken down by pet owners, comprising of 1,594 pet owners, 1,218 dog owners and 934 cat owners, 139 rabbit owners, 194 bird owners, 307 fish owners, and 531 who are not pet owners.
