Millennials are defining pet ownership on their terms, and Wakefield Research is a leader in quantitative research into the generation’s preferences and behaviors as pet owners. Nathan Richter, Wakefield Research partner, recently presented research on the “millennialization” of pet ownership as a keynote speaker at the Pet Industry Leadership Conference in Laguna Beach, California.

This year, Richter presented new research demonstrating how the preferences of millennials and boomers are converging to allow for more unified approaches to marketing. It was a first-ever tangible look at how millennials are influencing the purchase drivers of boomer consumers.