U.S. veterinarians should focus more on building customer relations with the Gen Z and millennial age groups, as they account for more than half of the increase in the country’s pet ownership statistics, according to a report.
One way to do this involves promotional products for veterinarians. Social media marketing would also be necessary since most people in these demographics are often online.
Americans in the Gen Z group are those between 18 and 24 years old, while those from the millennial generation are between 25 and 39 years old. Experts said younger Americans would continue to pick up the slack in pet ownership among baby boomers.
Hence, veterinarians should focus more on marketing their products and services to these age groups, especially since industry spending has increased in recent years. An American Pet Products Association report showed that pet owners would spend 3.7% more this year, while spending on veterinary care would increase almost 7%. Overall spending in the U.S. amounted to more than $66 billion in 2016 and almost $70 billion in 2017.
When it comes to the best practices for raising pets, Gen Z and millennial pet owners have a different approach compared to their older counterparts. For instance, many of them would rely on a veterinarian’s recommended type of pet products such as food or medicine.
There’s also a higher chance for vets to have repeat customers from these age groups that own dogs and cats. Younger Americans are more open to the idea of a vet coming to their homes to perform routine health services.
Veterinary clinics and hospitals would need to reconsider their promotional strategies this year, which should be aligned with ownership trends and consumer behavior. What will be your strategy to expand your client base?