Your Next Client Is Gen Z. They Have a Cat and They're Already Judging Your Instagram.

Business Insider just shared something that you may have already known all along.

THE STORY

Gen Z pet owners are choosing cats over dogs in growing numbers, driven by smaller living spaces, flexible schedules, and a preference for lower-maintenance companionship. Rover, one of the largest pet services platforms in the country, is actively responding to this shift by expanding its cat care offerings and adjusting how it markets to younger demographics.

WHAT THIS MEANS FOR PET PROS

The next wave of paying pet clients is already here — and they have a cat. If your services, language, or marketing still center almost exclusively on dogs, you are quietly signaling to a fast-growing client segment that your business is not built for them. Gen Z is also the most digitally native client cohort you will ever serve, which means they are evaluating your credibility on Instagram and TikTok before they ever visit your website.

HOW TO USE THIS INFORMATION

• Audit your website and social profiles: how many times does the word 'cat' appear compared to 'dog'? Close the gap.

• If you offer any cat-specific services — sitting, grooming, enrichment — make them visible, named, and explained on their own. Do not bury them under dog services.

• Create one piece of content this month that speaks directly to cat owners. A reel, a blog post, a tip card — something that tells Gen Z cat parents you see them.

• If you do not currently serve cats, consider whether adding even a single cat care offering could open a new revenue stream for your business.

CONTENT SPARK

Content idea: 'Three things cat owners wish their pet sitter understood' — film it as a Reel, write it as a caption, or both.