The demographics of pet ownership are shifting. Millennials currently represent the largest group of pet owners, and Gen Z is quickly following, bringing with them new expectations and behaviors when it comes to pet care services. As younger generations make up a larger percentage of grooming clients, understanding their preferences is essential for groomers looking to remain competitive and relevant.
This article outlines the key expectations of Gen Z and Millennial pet parents and offers practical considerations for adapting grooming services accordingly.
Service Transparency and Clear Communication
Both generations show a preference for service providers who are transparent about their processes, pricing, and product choices. They are more likely to engage with grooming businesses that offer detailed service breakdowns, explain grooming decisions, and openly discuss products being used on their pets.
To meet this expectation, groomers should ensure their service menus are clear and descriptive. Written or visual explanations of each service step can be useful both in person and online. Transparency in pricing, handling protocols, and post-grooming care instructions also contributes to building trust with this clientele.
Digital Convenience and Self-Service Tools
Millennial and Gen Z pet owners are accustomed to managing most aspects of their lives online, and they expect grooming businesses to offer similar convenience. This includes online booking systems, automated appointment reminders, and digital intake forms. Many also appreciate the ability to reschedule or communicate with groomers via text or email.
Grooming businesses that have not yet implemented online booking or CRM tools may find themselves at a disadvantage, as digital convenience is often viewed as a baseline service expectation rather than a bonus.
Focus on Pet Wellness and Safety
Younger pet parents frequently seek grooming services that prioritize their animal’s comfort and overall health. This includes gentle handling techniques, calming environments, and the use of hypoallergenic or natural products. Many of them are concerned about the physical and emotional stress grooming can place on their pets, particularly in busy salons or during long appointments.
Groomers should communicate clearly about the measures they take to reduce stress during grooming, including how pets are restrained, how breaks are managed, and what adjustments are made for elderly, anxious, or special-needs pets. Offering wellness-oriented upgrades or accommodations may help meet the expectations of these clients.
Personalized Service and Client Engagement
Millennial and Gen Z pet owners often want services tailored to their pet’s specific coat type, breed, skin condition, or temperament. They tend to respond positively to businesses that remember their preferences and provide consistent, personalized service over time.
Maintaining grooming notes, client preferences, and post-groom recommendations in a CRM system can help create a more individualized experience. Offering custom grooming plans or add-ons based on the dog’s lifestyle, activity level, or health condition also supports this preference for tailored care.
Ethical and Environmental Responsibility
Sustainability and ethical practices play a growing role in the purchasing behavior of younger generations. Many Gen Z and Millennial pet owners are interested in grooming businesses that use cruelty-free, eco-conscious, or plant-based grooming products. They may also pay attention to how waste is managed or how water usage is minimized.
Groomers can address this expectation by choosing and promoting environmentally responsible shampoos, packaging, and cleaning processes. If these choices are made, they should be clearly communicated on the website, in-salon signage, or during client interactions to ensure clients are aware of these efforts.
The grooming preferences of Gen Z and Millennial pet parents are shaped by broader generational values: convenience, transparency, customization, wellness, and social responsibility. Groomers who recognize these trends and adjust their services accordingly will be better positioned to attract and retain these clients in an increasingly competitive market.
These adjustments do not require an overhaul of operations, but rather a focused effort to modernize client communication, improve service delivery, and align with the values that younger pet owners prioritize when choosing care for their animals.
Gen Z & Millennial Pet Parents: What They Want From Groomers
The demographics of pet ownership are shifting. Millennials currently represent the largest group of pet owners, and Gen Z is quickly following, bringing with them new expectations and behaviors when it comes to pet care services. As younger generations make up a larger percentage of grooming clients, understanding their preferences is essential for groomers looking to remain competitive and relevant.
This article outlines the key expectations of Gen Z and Millennial pet parents and offers practical considerations for adapting grooming services accordingly.
Service Transparency and Clear Communication
Both generations show a preference for service providers who are transparent about their processes, pricing, and product choices. They are more likely to engage with grooming businesses that offer detailed service breakdowns, explain grooming decisions, and openly discuss products being used on their pets.
To meet this expectation, groomers should ensure their service menus are clear and descriptive. Written or visual explanations of each service step can be useful both in person and online. Transparency in pricing, handling protocols, and post-grooming care instructions also contributes to building trust with this clientele.
Digital Convenience and Self-Service Tools
Millennial and Gen Z pet owners are accustomed to managing most aspects of their lives online, and they expect grooming businesses to offer similar convenience. This includes online booking systems, automated appointment reminders, and digital intake forms. Many also appreciate the ability to reschedule or communicate with groomers via text or email.
Grooming businesses that have not yet implemented online booking or CRM tools may find themselves at a disadvantage, as digital convenience is often viewed as a baseline service expectation rather than a bonus.
Focus on Pet Wellness and Safety
Younger pet parents frequently seek grooming services that prioritize their animal’s comfort and overall health. This includes gentle handling techniques, calming environments, and the use of hypoallergenic or natural products. Many of them are concerned about the physical and emotional stress grooming can place on their pets, particularly in busy salons or during long appointments.
Groomers should communicate clearly about the measures they take to reduce stress during grooming, including how pets are restrained, how breaks are managed, and what adjustments are made for elderly, anxious, or special-needs pets. Offering wellness-oriented upgrades or accommodations may help meet the expectations of these clients.
Personalized Service and Client Engagement
Millennial and Gen Z pet owners often want services tailored to their pet’s specific coat type, breed, skin condition, or temperament. They tend to respond positively to businesses that remember their preferences and provide consistent, personalized service over time.
Maintaining grooming notes, client preferences, and post-groom recommendations in a CRM system can help create a more individualized experience. Offering custom grooming plans or add-ons based on the dog’s lifestyle, activity level, or health condition also supports this preference for tailored care.
Ethical and Environmental Responsibility
Sustainability and ethical practices play a growing role in the purchasing behavior of younger generations. Many Gen Z and Millennial pet owners are interested in grooming businesses that use cruelty-free, eco-conscious, or plant-based grooming products. They may also pay attention to how waste is managed or how water usage is minimized.
Groomers can address this expectation by choosing and promoting environmentally responsible shampoos, packaging, and cleaning processes. If these choices are made, they should be clearly communicated on the website, in-salon signage, or during client interactions to ensure clients are aware of these efforts.
The grooming preferences of Gen Z and Millennial pet parents are shaped by broader generational values: convenience, transparency, customization, wellness, and social responsibility. Groomers who recognize these trends and adjust their services accordingly will be better positioned to attract and retain these clients in an increasingly competitive market.
These adjustments do not require an overhaul of operations, but rather a focused effort to modernize client communication, improve service delivery, and align with the values that younger pet owners prioritize when choosing care for their animals.