Rover 2026 Report Shows How Pet Parenthood Differs Across Generations in Canada

A 2026 report from Rover Group Inc. highlights how the meaning of “pet parenthood” varies across generations in Canada, even though the love for pets remains nearly universal. Based on a survey of 1,000 Canadian pet owners, the report finds that 94% say having a pet is essential for personal fulfillment, but the way people define their relationship with pets depends on age, lifestyle, and financial circumstances.

Experts note that the human–animal bond is becoming more intentional and integrated into daily life, especially among younger generations. Many younger pet owners are incorporating pets into more areas of their routines and decision-making, while still sharing a common focus on companionship and wellbeing across all age groups.

The report shows that 82% of pet parents believe their pet plays an important role in their wellbeing. However, interpretations of that bond differ: Gen Z and Millennials are more likely to view pets as children, rely on them for emotional support, and even see them as a “trial” before having human children. Older generations, including Gen X and Boomers, are more likely to describe pets as best friends and associate them more with general companionship and physical wellbeing.

Care habits also differ. Younger pet owners tend to take a more proactive approach, investing in preventative care, training, enrichment, and frequent veterinary visits. Older pet parents are more likely to seek veterinary care only when needed. Across all generations, however, there is growing reliance on a broader network of support including veterinarians, trainers, groomers, and pet sitters.

Lifestyle choices also reflect generational differences. Millennials are the most likely to bring pets into daily activities such as errands, restaurants, and workplaces. Meanwhile, 41% of Canadian pet owners say they have altered or canceled travel plans due to pet care concerns, with Gen Z being the most likely to prioritize staying home for their pets.

Overall, the findings show that while the emotional bond between people and pets is strong across all generations, the expectations, responsibilities, and lifestyles surrounding pet ownership are evolving rapidly.