by Amanda McGrath
ou’ve probably noticed a new type of pet owner walking through your salon doors. They have their phones out, ask about shampoo ingredients and want to book their appointments online. Meet Gen Z—the future of your client base.- The Greatest Generation:
Born 1901–1924 - The Silent Generation:
Born 1928–1945 - Baby Boomers:
Born 1946–1964 - Generation X:
Born 1965–1980 - Millennials (or Generation Y):
Born 1981–1996 - Generation Z:
Born 1997–2012 - Generation Alpha:
Born 2013–present
Right now, Gen Z’s are roughly between the ages of 12 and 29. Many are just entering pet ownership, caring for the first dog or cat they’ve owned without their parents. They grew up in a digital-first, value-driven world. Clients in this age group are often the most informed, connected and vocal generation of customers.
According to one survey, 48% of Gen Z respondents said they consider their pets equivalent to human children.1 Many view their pets as “starter children” or are putting off having children altogether and opting for pet ownership instead.
This is important to take note of, as the shift in how owners of different generations view their pets will be a driving force that shapes the future of the grooming and pet industry as a whole. Gone are the days when clients drop their pets off mindlessly and don’t want to have a good understanding of exactly what will happen with them in your care. In my opinion, this is a great shift and will help to elevate our entire industry.
Many of them will research extensively online before booking. During this research, they’ll look for groomers who show their process: Is the workspace clean? Are they calm when handling pets? Do they use clear communication?
As grooming salon owners, we can market in ways that highlight all of this. Some examples include:
- Posting videos of the entire grooming process or filming a “Day in the Life” of your salon.
- Listing the products you use, along with their ingredients, and why you chose them on your website and social media.
- Displaying certifications and posting about how you’re continuing to learn and improve your craft.
Above all, be authentic in everything you share. It doesn’t need to be perfectly scripted, but it does need to be real.
In addition, digital convenience is essential for Gen Z. They expect online booking, digital reminders and mobile-friendly communication. Most prefer texting or messaging over phone calls. They also value speed and accessibility. If booking with you is harder than ordering DoorDash, you’ll lose them before they ever step foot in your salon.
Many younger clients are drawn to transparency about products, especially those that are cruelty-free, eco-friendly or community-minded. If your products fit those categories, make sure to highlight that in your posts or on your website.
Gen Z owners are more likely to pay premium prices for brands that reflect their beliefs. When developing your marketing strategy, look outside the grooming industry for inspiration. Think of skincare brands, hair salons and coffee shops, many of which do a great job connecting with customers across generations. Browse their socials and websites to see which posts are getting the most engagement.
Checklist for Adapting Your Marketing to Attract Gen Z Clients
- Audit your digital presence: Is your website modern, mobile-friendly and easy to use?
- Refresh your branding: Is it authentic, relatable and consistent?
- Be upfront about products and policies: Do clients understand why you use them?
- Offer payment flexibility: Can owners use Venmo, Apple Pay and other digital methods?
- Add a personal touch: Would new clients know who you are and what you stand for?
Gen Z often craves connection and a sense of community. They don’t just want a service; they want to feel like they’re part of something. As for grooming salons, we have the advantage of the cutest subject matter when it comes to creating marketing content. (Think of how hard all of this would be if we were in the used car business!) It’s easy to create pet photo walls or “Pet of the Month” contests that make clients feel connected, and not just to your salon and staff, but to each other.
If you want to specialize in certain breeds, consider hosting breed-specific community events. Some fun ideas include:
- “Tacos & Terriers” with a local Mexican food truck.
- “Pastries & Poodles” partnering with a bakery near you.
- “Westie Wednesday Night Social” with a yappy hour at a local brewery.
Events like these help clients connect with you personally and with others who share a love for the same breed. Remember, clients of this generation buy from people, not faceless businesses.
As grooming salons, it’s wise to take note of this trend. By slightly shifting our marketing efforts and paying attention to what’s important to this rising generation, we can stay ahead of the curve. Understanding Gen Z’s mindset now will help you build a business that’s not only current, but future-proof.
The next generation of pet parents is here, and they’re ready to connect with groomers who are authentic, share their values and treat their pets like family.
- Paw-rental differences: How each generation views their pets. (2025, May). Talker Research. https://talkerresearch.com/paw-rental-differences-how-each-generation-views-their-pets/
- 2025 State of the Industry Report. (2025, March). American Pet Products Association. https://americanpetproducts.org/news/the-american-pet-products-association-appa-releases-2025-state-of-the-industry-report