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In 2024 I wrote about using pet policies as a differentiator for your EVP. Fast forward to 2026 and pet ownership is still on the rise, especially amongst Gen Z, and employers still haven’t quite caught up. Pet policies have shifted from a nice-to-have to genuine expectation, particularly amongst Gen Z and younger millennials who now make up around 30% of the global workforce.
28% of UK adults own a dog vs only 20% who are parents to dependents under 18.
Modern day challenges like the rising cost of living and fewer people getting married, mean fewer people are having children. Many are choosing pet ownership as an alternative, and research repeatedly shows that owning a pet has positive effects on mental health, stress management and reducing loneliness. These positive effects stretch to the workplace: 80% of HR professionals believe that allowing pets helps attract and retain top talent, and 75% believe that pet friendly workplaces support return-to-office initiatives.
Still, only 33% of UK workplaces have a dog friendly policy. So why aren’t more organisations considering pet policies as a strategy for attracting and engaging Gen Z talent?
We’ve seen countless examples of the consumer world adapting to appeal to the desires of Gen Z, from airlines allowing dogs in the cabin (KLM, Air France,Lufthansa), to sofa companies encouraging dogs to try before the owners buy. It’s now common for retailers and restaurants to open their floors to dogs, with many going a step further by providing water, treats and doggy menus! When it comes to pets, there’s money to be made, Uber can charge around 30% higher than a standard fare for their Uber Pet option, and luxury hotels can charge around £12 a day more for pet-friendly stays. Research has found that Gen Z typically spend around £145 a month on their pet – 30% higher than the typical pet owner. While the consumer world is maximising the potential, employers are missing out on opportunities to strategically target in-demand talent.
82% of Gen Z and 88% of Millennials see their pets as family.
They’re no longer seeking-out a dog-friendly office, they want evidence that the organisation cares about their pet as much as they do. And it’s reflected in how they make career choices.
The numbers speak for themselves:
- 37% of dog owners would turn down a job if they couldn’t bring their dog to work.
- 47% of dog owners now expect dog-friendly policies as standard, not as a perk.
- 29% of dog owners would take a pay cut to ensure their dog was welcome at work.
- 57% of pet owners would switch jobs for the same pay if it meant better pet-friendly benefits.
- 60% of pet parents said they would quit their job if it interfered with their ability to care for their pet (and 10% already have).
If you want to be a standout employer for Gen Z, you need to consider pet policies as a strategic talent decision for attraction, engagement and retention. It’s no longer a tick box employee perk.
Knowing where to start can feel daunting, especially as demand and expectations evolve so quickly. Let’s think about parental policies 15 years ago. Most companies had some form of parental policy, typically maternity leave, but they were never amplified as part of an EVP. Now, you expect to see organisations share their parental policies in job ads, and you expect them to be clearly outlined to demonstrate who can take time off and for how long. The policies have evolved to adapt to all different types of families and parental experiences. As Gen Z grows in the workforce, we should expect the same from pet policies too. By establishing an effective option now, you’re future proofing your employer brand.
The key to doing this successfully is knowing your audience well enough to design and communicate the right target value propositions (TVP) to the right people, especially while we’re still navigating multi-generational workforces. There are different ways to approach this, for example:
Talent personas and audience segmentation: not all candidates care equally. A dog friendly office lands differently for a 24-year-old early careers hire than a senior hire with school age children. Identifying personas adds value here. Who in your talent pool is a pet parent and how does this intersect with their career decisions?
Target Value Propositions (TVPS): your EVP is your foundation, the TVPs are how you target it. If you’re recruiting Gen Z into early careers roles, this is where you’ll want to communicate your pet-related benefits. Whether that’s Pawternity leave, pet insurance or a dog friendly workspace, understanding which pet policies add value to which talent groups is the smartest move to get ahead.
Talent market insights: use data to build your business case internally. If HR needs to justify investment to leadership, make sure you have the evidence to position pet policies as a strategic initiative. Demonstrate how pet ownership impacts employees’ decisions to join, stay or leave the organisation.
Employers who treat pet policies as a standalone HR initiative are missing the bigger opportunity.
The insight is in the why, not just the what. Pets are a proxy for a generation redefining what ‘family’ and ‘belonging at work’ actually means. The employers who will win top talent over the next five years will be those who understand that, and build it into how they segment, position and communicate their employer brand.
