Millennials don’t just want their selfies to look good online, they want their pets to look good too.

Millennials don’t just want their selfies to look good online, they want their pets to look good too. Brands like Petco are profiting from this “humanization” of animals, and the fact that more Millennials are becoming pet parents. In 2014, 59% of the generation owned a pet, up form 50% in 2010. Petco reports that one of the fastest-growing segments is in grooming and similar services. (Quartz)