Half of Gen-Z dog owners put their pet’s wellbeing before their own

New research reveals that younger dog owners in the UK are highly attuned to their pets’ emotional needs, with many prioritising their dog’s wellbeing over their own. The study, conducted by Adaptil for Pet Anxiety Month in March, highlights the growing focus on dogs’ mental health in households across the country.

The UK is home to 13 million dogs, a number expected to soon overtake the 14.4 million children currently living in the country. While pets are thriving, owners, particularly from Generation Z, report high levels of stress and anxiety about their dog’s feelings. Three-quarters of dog owners say their pet experiences stress or anxiety, with 15% reporting it occurs constantly. Signs include increased barking, a tucked tail, pacing, and trembling. On average, owners notice anxiety up to eight times a month, affecting over a quarter of their daily routines.

Gen-Z owners, aged 18–29, are most likely to monitor their dog’s emotional state closely. Almost three-quarters (74%) report frequently worrying about their dog’s feelings, compared with 61% of millennials and 43% of baby boomers. Half of Gen-Z dog owners say they prioritise their dog’s emotional wellbeing over their own, slightly ahead of other age groups. Across all generations, owners spend an average of 22 days each month worrying about their pet’s anxiety.

Jimmy Bratley, Veterinary Practitioner at Adaptil, said, “It's evident how many dog owners across all generations worry about their pets experiencing low mood and anxiety. However, awareness of available solutions remains low, especially with the statistics of dog owners who continually worry about their dog’s anxiety for a large proportion of every month. Pet Anxiety Month is a really important initiative to us - we are committed to raising awareness about pet anxiety, helping owners support their dogs' wellbeing, and giving our pets a voice when they need it most.”

The survey also noted common ways owners attempt to ease their dog’s anxiety, including spending quality time together, providing treats, ensuring exercise, giving extra affection, allowing the dog to rest on furniture, and creating a calm environment with music or interactive activities.