Head to Tail with Steve Dale

Millennials & Pet ownership: Focusing on the Human Animal Bond

illennials may be saving the day! They a sort of alternative reality. And Mare taking their heads out of their they aren’t alone, their pets are phones and showing up at your clinic for right there with them. preventive care visits. They get it, and Who would have predicted may benefit even more than dogs. However, that cats would become the most to keep these clients, their concerns and searched topic on the web? needs must be addressed. cafes now exist in most major So many veterinary nurses are millennials American cities, and when they themselves, and it’s you, the veterinary are visited a super highway of cute nurse, who may deliver exactly what those images speed through . millennials are seeking. Some celebrity cats have thousands While pet ownership has overall been on or even millions of followers the rise since 2000, unfortunately, routine around the world. Grumpy Cat, care visits have suffered a significant Maru, Lil Bub, Venus, and Cole and decline. The American Veterinary Medical Marmalade, are among the rock Association response, called Partners for star celebrity cats that are household Healthy Pets, and various other studies have names, and all of this is being driven addressed the problem and have provided by millennials. information on why annual exams for pets Now, combine all that with some have been down. They have also offered additional data. Only 21 percent of several tools to help. millennials are married. In contrast, In fact, millennials might be leading the 42 percent of Baby Boomers were way to the real solution. married at the same age. Most When you think about it, millennial millennials have at least one pet and attachment to their pets isn’t shocking. This are living in apartments in greater is the generation that dubbed their pets numbers today than in previous “fur babies” and refers to themselves as pet generations. They are also more parents. I understand how some professionals likely to have cats than Baby – especially some ‘old timers’ cringe over Boomers did at the same age. this terminology, but arguably the human- Even though debt is a factor animal bond has never been stronger - and among younger millennials, it that is a good thing for our industry. For decreases significantly amongst starters, a record number of animals will older millennials. More importantly, get dressed up for Halloween and sales of millennials are willing to spend money on one’s word, including clothing for pets are at an all-time high. their pets, even if they don’t have it. the veterinary professional, is any According to the American Pet Products However, there are caveats. longer considered gospel. Association (APPA) Pet Owners Survey Millennials are the most educated Also, like for all clients, perception is 2017-2018, just over 70 percent of millennial generation to date, and are also the most reality. So if millennials perceive their dog caretakers, and 55 percent of millennial connected. If there’s even the slightest beloved fur child isn’t being treated well, cat caretakers, say that their pet “is like a doubt or any question of information they or that they are not receiving value for child.” receive, they look online for answers – what they paid, they won’t hesitate to find While almost all age groups enjoy using and increasingly that’s what people in all another clinic which better matches their , many millennials live there in demographics may increasingly do. No expectations.

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According to Millennials and the Human Animal Bond, a Human Animal Bond Research Initiative and Banfield study...

of of 77% millennials 74% millennials would have a more would be more likely to favorable view of their visit their veterinarian if of veterinarian if they they discussed the health 25% millennials discussed the health benefits of the human- always talk to their veterinarians about benefits of the human- animal bond with them. the health benefits of pet ownership, animal bond with them. more than other generation.

While loyalty isn’t what it once was, there Fear Free is exactly what No matter what their age happens to be, are still ways to bond even fickle millennials veterinary nurses in my experience, are in to our practices. This also helps explain the doctor ordered for sync with what millennials are seeking. You why Cat Friendly Practices, the Fear Free millennials. guys get it! Initiative, which is the idea of addressing Since we have illustrated that the veteri- emotional health and well-being, and the nary professionals’ word is no longer gospel, Human-Animal Bond Certified Practices, are mostly responsible for championing the rather than be offended, veterinary nurses which focus on the client’s emotional well- Fear Free ideology. There’s no doubt that are often willing to Google questions right being and the human-animal bond, have Fear Free is exactly what the doctor ordered along with clients, which can lead to open been so successful. for millennials. discussions about why asking “Dr. Google” There is no doubt that the Fear Free Cat Friendly Practices have provided may not always be the best choice, but also initiative has been responsible for a major compelling data on how practices are ben- guiding clients to more legitimate online paradigm shift. In roughly three years’ time, efiting, beginning with 75 percent agreeing veterinary resources. not only do most veterinary professionals feline visits have increased for check-ups; 80 I am actively speaking at veterinary know about this initiative, but the public is percent of clients responding with positive conferences (and am open to speaking on actively seeking out Fear Free certified pro- feedback to the Cat Friendly approach; and technician tracks too) about how millennial fessionals and Fear Free practices. Although, 79 percent of cat friendly practices noting clients are behind what I believe is a turn- there is no data (yet) to demonstrate that an increase in revenue. around in preventive care. However, without millennials are leading the way to Fear Free, Clearly what millennials are seeking has receptivity to what these clients want and there is data to demonstrate millennials are been answered with bond centered ap- need, it cannot happen, and it’s nurses who leading the way on increasing veterinary proaches and that’s what Fear Free and Cat are at the front line welcoming this change visits. This helps conclude that millennials Friendly practices both inherently address. for the better. J

ABOUT STEVE DALE Steve Dale, CABC (certified animal behavior consultant) is co-editor of Decoding Your Dog (authored by members of the American College of Veterinary Behaviorists) and is a contributor to many veterinary books including The Cat: Clinical Medicine and Management (edited by Dr. Susan Little) and Treatment and Care of the Geriatric Veterinary Patient (edited Dr. Mary Gardner and Dr. Dani McVety). He’s a columnist for Veterinary Practice News and Pet Vet Magazine, and a contributing editor at CATSTER. He is host of two national radio shows, and is heard on WGN radio, Chicago. He serves on the Board of Directors of the Winn Feline Foundation and Human Animal Bond Association. And he speaks at conferences around the world. Among his many honors the AVMA Humane Award and he’s in the Dog Writer’s Association Hall of Fame. And is a frequent speaker at conferences around the world. His blog is www.stevedale.tv.

VETERINARY NURSING IN ACTION | April/May 2019 | 23