Happy Tails: The New Generation of Pet Owners

The following concept is in early-stage development. If you would like to help influence its final design, please contact the team at Collaborata.


In 2017, IBPSA together with Merck Animal Health, commissioned Collaborata to launch a quantitative project to examine how pet owners decide where to board their pets and who would care for their pets when they’re traveling or at work.

Preliminary Objectives

  • Understand today’s pet owners’ priorities, motivations, and influences when it comes to choosing: boarding facilities; pet-sitting/daycare; veterinarians; insurance; pet retail and food products; and breeders, rescue and adoption organizations.
  • Discover how Gen Z and Millennial “pet parents” differ from and are similar to older pet owners on all of the above.


That project, “The National Pet Owners Study,” shed new insight into these critical decisions. Now, IBPSA and other organizations are interested in expanding this first project’s learnings into critical areas of decision-making for pet owners.