The Millennial Generation refers to those born between 1981 and 1995, young people between 20 and 35 who came of age with the turn of the millennium, during a period of economic prosperity - that is, before the crisis. Numerous studies show that this generation prefers to experience rather than own and tends to delay traditional life milestones such as marriage, buying a home, or parenthood. That is why ARISTOPETS play a fundamental role in millennials' lives. And this is reflected in several ways:
They reinvent the family
According to a report by GFK, Germany's largest market research company, millennials adopt 35% more pets than their predecessors, the Baby Boomers (those born between 1946 and 1964). What's more, in the United States, 57% of millennial households have a dog or cat, compared with 51% of all households. In addition, according to Forbes, millennials treat pets as if they were their children (which, of course, does not mean that members of other generations do not do the same) and consider having a pet as «preparation for having children». Likewise, according to a Wakefield study, millennials get their first pet at age 21, compared with baby boomers, who waited until age 29.
They drive change
This way of understanding the relationship between people and pets means that many companies are adapting to better meet millennials' demands. In fact, 8% of workplaces in the United States allow employees to bring their pets to the office. Some of them are Amazon, Ben & Jerry, Google, Clif Bar, Build-A-Bear, Petco, Etsy, and BrewDog - which grants employees who adopt a dog «paternity or maternity leave». These companies even offer services for pets, such as health insurance. Employers are beginning to realize that having a millennial means accepting them in their entirety. In Spain, we are still far from those levels, but little by little there are more pet-friendly offices.
The leisure and dining industries are also adapting to this generation's needs, as it demands the opportunity to share quality moments with their best friends. Whether they are shopping, going to a restaurant, or traveling.
They spend more
Millennials are more sensitive and empathize more with their pets' lives. They care deeply about their well-being and spend more money on them. Not only on essential goods, but also on treats for their best friends. This means that they buy more accessories and toys, as they would for their children, to make their lives more enjoyable.
They feed them better
Millennials' enthusiasm for food authenticity and transparency influences how they feed their pets. They research, compare, and analyze nutritional information, and try different types of diets for their pets. They are more open to trying new options. Just as they care about their own health, they care about their pets' health.
They «humanize» their pets
The creators of Dogs of Instagram, Ashley Paguyo and Ahmed El Shourbagy, state that many millennials believe their pets bring them success and status. Sharing photos and stories and receiving positive feedback is a way to gain validation from «their peers». In this regard, some voices claim that millennials tend to humanize their pets, without respecting their nature. Pets play a fundamental role in constructing their social identity, and this enthusiasm is sometimes not in their pets' best interests. Therefore, although there is no bad intention behind it, putting their pets in strange positions to get the best or funniest photo is not always viewed favorably, especially by members of other generations.
They build global communities
According to Kady Lone and Eli Omidi, co-creators of Cats of Instagram, social networks are a great way to raise awareness and highlight all the advantages and benefits of having pets. In this sense, the greater presence of pets on the Internet is a natural evolution, since millennials have grown up connected, sharing their lives with the world. And precisely, communities of pet lovers, such as ARISTOGANG, strengthen this shared passion and allow people to share information, advice, experiences…
They raise awareness
Advances in pet ownership culture are increasing concern for the dignity and quality of pets' lives. The increased visibility is having a major rimpact on the way the world relates to pets… And each time, we are taking more steps forward.
