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How Millenials Treat Their Pets Versus Generation X and Baby Boomers

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Story at-a-glance

  • Millennial pet parents are proving to be “highly resistant” to pet food marketing messages, and in fact tend to avoid anything that looks like marketing
  • In response, the processed pet food industry is hoping to use “humanization of pets” to reel in millennial consumers
  • Millennials may choose to have pets rather than kids, but they realize there’s a difference and aren’t likely to be convinced to choose highly processed, biologically inappropriate diets in response to “your pet is your family” ad campaigns
  • Millennials view learning as a journey and do a lot of research and evaluation before making purchasing decisions, which also doesn’t bode well for the processed pet food industry



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