Millennials aren’t choosing pets over parenting, but 44% of those with pets do see them as “starter kids.” A study from Gale suggests that “fur babies” are “’practice’ for the real deal” for the generation, with 21% of 21-36-year-olds saying it’s the primary reason they adopted an animal, and another 23% saying it was part of the reason.

Millennials aren’t choosing pets over parenting, but 44% of those with pets do see them as “starter kids.” A study from Gale suggests that “fur babies” are “’practice’ for the real deal” for the generation, with 21% of 21-36-year-olds saying it’s the primary reason they adopted an animal, and another 23% saying it was part of the reason. Brands can benefit and appeal to young animal lovers by leveraging “petfluencers,” offering “pet-friendly amenities” in big cities, donating to shelters, and more. (Adweek)