GENERATION FIDO

Yena Kim describes her Shiba Inu, Bodhi, as her “soul dog.” She hadn’t planned to get a dog, but when she held him for the first time 15 years ago, she knew he was special. “I truly believe that we were meant to meet,” Kim, now 37, says. “He was meant to be my muse and inspiration.”

Ten years ago, Kim was working what she calls her dream job at Ralph Lauren when she decided to quit so she could spend more time with Bodhi. “It killed me to see his sad face as I left home for work,” she says, “so I designed a new job where I can spend all day with him.”

Menswear Dog was born. The social-media brand features Bodhi modeling menswear outfits that Kim makes. For a couple of years Kim built the account on nights and weekends while working a day job as a marketing consultant so that she could afford a place in Brooklyn with a yard for Bodhi and her other dog, Luc. She even went without health insurance for a while to make sure the dogs were taken care of. (The pups always had insurance.) Now she earns enough from Menswear Dog to focus on it — and her dogs — full time.

“Bodhi and Luc have paved the way for me, and with me,” she says, noting that caring for her dogs has given her an “immediate sense of purpose.”

She’s not alone in this sentiment. Millennials are leading the charge when it comes to pet ownership, with nearly a third of pet owners in the U.S. falling into this generation. And their love for their pets is clear: In an online survey of American pet owners in April, over a third of millennial respondents admitted they would turn down a higher-paying job just to spend more time with their furry companions.

This surge in pet ownership contrasts with another growing trend: a decline in parenthood. The percentage of U.S. women aged 30-39 who had never had children in 2022 was the highest it had been since at least 1976. As millennials shift away from traditional family structures, adopting a pet has become a new rite of passage. As a result, millennials are increasingly spending both time and money pampering their animals. A MarketWatch report revealed that pet spending surged by 67% from 2013 to 2021, with businesses like dog cafés and luxury cat hotels popping up to meet the demand. However, some pet trainers and veterinarians caution that excessive pampering may be leading to health and behavioral issues.

A recent study published in The Lancet forecasts that by 2100, over 97% of countries and territories will experience fertility rates too low to sustain their populations. Meanwhile, pet ownership continues to rise globally. In China, where the population has been shrinking, the number of urban pets is expected to outnumber toddlers by 2030.

Hayley Kellard, a 40-year-old from the UK, has never had much interest in having children. She’s perfectly content living child-free—yet when it comes to dogs, she feels a completely different passion. Kellard’s family has always teased her about her love for dogs, joking that she prefers them to people, but she doesn’t mind one bit.

“I say I get ‘proody’ instead of ‘broody,’ because if I see a puppy, I’ll just sit on the floor and let it climb all over me,” she laughs. “Dogs are just less demanding, so much fun, super affectionate, and—thankfully—don’t throw tantrums.”

Before her Cavalier King Charles Spaniel, Paddy, passed away in May, Kellard’s life centered around him. During times of anxiety and depression, he was often the only reason she could get out of bed. In his later years, Paddy had a special spot in the spare room, where he slept on a double bed. Kellard and her husband even stopped traveling abroad, as she couldn’t bear to leave Paddy at home alone. Instead, they would take trips to dog-friendly cottages within the UK, keeping him close.

“Even at home, we got to a point where we didn’t leave him home alone,” Kellard says. “So if we were eating out, we’d go somewhere dog-friendly and would always order him a doggy sausage or share some of our meal with him.

“It’s been a real adjustment finding my new sense of purpose now that my life isn’t centered around Paddy,” Kellard says. By the end of Paddy’s life, she was spending an average of £200 (about $260) a month on him—sometimes as much as £400.

Kellard is far from alone in pampering her pets. More and more pet owners are splurging on their animals, with annual surveys from the American Pet Products Association showing a steady rise in spending on treats, food, toys, and even clothing. In response, boutique pet shops have flourished. In 2022, San Francisco welcomed Dogue, a “pawtisserie” offering artisan treats like pastries and “dogguccinos.” In New York City, businesses like District Dog bake pup-friendly birthday cakes, while Love Thy Beast sells custom dog apparel. Meanwhile, luxury pet hotels, such as Chateau Poochie in Pompano Beach, Florida, provide high-end boarding for both dogs and cats. Cats can enjoy “three-tier deluxe condos” with virtual coral reefs and private powder rooms, while dogs are pampered with gourmet meals, spa treatments, and 24/7 care.

Despite the time and energy Kellard invested in caring for Paddy, she still prefers pets over children, citing their lower level of responsibility. “You can go on holiday for a week and leave your dog with a friend or family member. You can go out for a nice meal and leave the dog at home,” she explains. “I just find dogs a lot more relaxing than children. Kids seem to need a lot more attention.”

While some millennial dog owners are forgoing having children, others are using dogs as training for parenthood.

Pouring energy into pets provides a sense of companionship and purpose that has traditionally been fulfilled by children — while avoiding the lifelong financial and emotional commitment kids require. But just like with children, it’s possible to go too far. And no one wants to raise a spoiled brat, human or animal.