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The new family
Gen Z is investing in pets more than ever. Here’ s what many still miss.
For many SA Gen Z-ers, traditional life milestones such as marriage and parenthood are happening later, if at all. Instead, a different kind of family dynamic is emerging, with pets becoming beloved family members. This growing trend, known as pet humanisation, is seeing younger generations invest more time, attention and money in their pets’ overall wellbeing than the generations before them.
For these pet parents, pets are no longer just companions; they are travel buddies, social media stars, and for many young adults, their first experience of caring for another living being.
They’ re often described globally as“ pet-obsessed but budgetstressed”, because while these Zoomers are enthusiastically embracing pet ownership, there is one aspect of pet parenting that is frequently overlooked – the true cost of keeping a pet healthy.
According to Miway Insurance, there is often a disconnect between the visible costs of pet ownership and the expenses that matter most when things go wrong.
“ Many first-time pet owners budget for food, toys, grooming and accessories, because these are the costs they see every month,” says Kavisha Parbhoo, Head of Strategy & Product at Miway Insurance.“ However, what often catches people off-guard are the unexpected vet bills that can arise from illness, injury or emergencies. It’ s these unplanned expenses, not the everyday ones, that tend to blindside pet owners.”
8 www. petpals. co. za