In celebration of National Dog Day, Zoetis UK has partnered with Rory the Vet, a well-known British veterinary surgeon and TV personality, to address the health concerns of a new wave of post-pandemic pet owners.
This group, dubbed ‘Generation Pet,’ includes Gen Z, Millennials, and young families who welcomed their first pets during the COVID-19 pandemic.
A recent YouGov survey commissioned by Zoetis surveyed 2,023 UK cat and dog owners and revealed that health is the primary concern for Generation Pet. According to the data, 58% of pet owners worry most about their pets being diagnosed with a serious illness, surpassing concerns about accidents, pets running away, and the costs associated with pet care. Despite the strong bond between owners and their pets, many are hesitant to visit the vet due to financial concerns, with 35% citing the cost of care and treatment as a deterrent.
Rory the Vet, who authored “The Secret Life of a Vet” during the pandemic, has observed the rise of first-time pet owners, particularly among busy professionals and young families. He notes the positive impact pets have had, offering companionship, encouraging outdoor activities, and providing a sense of purpose. However, he also acknowledges the challenges faced by Generation Pet, especially in the context of the current cost-of-living crisis. Rory advises pet owners to be proactive in monitoring their pets’ health and seeking veterinary advice to alleviate anxiety and ensure their pets’ well-being.
Understanding Generation Pet’s ‘Paw-sonalities’
Zoetis has identified five key ‘paw-sonalities’ within Generation Pet, each representing a distinct approach to pet care:
- The Helicopter Parents: These first-time pet owners are highly attentive and often anxious about their pets’ health. Many have cancelled social plans to care for their pets, with this behaviour more common among dog owners.
- The Carefree Custodians: Typically families who added a pet during the pandemic, they view their pets as family members but tend to worry less about their well-being, especially those with multiple children.
- The Content Companions: Pets acquired to combat isolation during the pandemic have provided much-needed companionship, particularly in child-free households where 81% of owners value their pets as companions.
- The Active Adventurers: The pandemic brought about a surge in daily walks, with over half of dog owners now relying on their pets to stay physically active.
- The Eco Warriors: Led by Gen Z, this group prioritises sustainable and ethical pet ownership, favouring adoption over purchasing and opting for locally sourced, eco-friendly pet products.
Addressing Financial Concerns in Pet Care
Dr Edwina Gildea, a vet and Director of Veterinary Operations at Zoetis UK, recognises the strong bond between pets and their owners within Generation Pet. However, she expresses concern about the number of pet owners delaying vet visits due to financial worries. Dr Gildea encourages all pet owners, especially those who acquired pets during the pandemic, to register with a vet and remain vigilant for signs of illness. Early detection and consultation with a vet can help manage and treat potential health issues effectively.
Zoetis and Rory the Vet hope that by raising awareness about the importance of proactive pet care, Generation Pet will prioritise their pets’ health, ensuring they receive the necessary attention and treatment to live long, healthy lives.
