Millennials seem to be taking over the world these days — in fact, Millennials have surpassed Baby Boomers as the nation’s largest living generation, according to population estimates released by the U.S. Census Bureau. While the years range a bit from study to study, Millennials are generally defined as people who were born between 1981 and 2000. And, now, Millennials own more pets than Baby Boomers. Why does this matter? It’s important to know how to market to the largest generation in the country to make the most of your pawsome business.

Below are some tidbits that you can use to get inside the mindset of a Millennial and how they think about their precious furry friends!

  1. 86% of Millennials Say They Are More Likely to Splurge on Their Pets Than Themselves

That’s right! Young pet owners today are pawsitively more likely to spend their hard earned money to pamper their pooches! From healthier, organic foods to organic shampoos and grooming supplies, Millennials will stop short of nothing to keep their pets feline fine. They even own more pet clothing and toys, according to a Wakefield study. The industry is rapidly growing and responding to these trends; from “Pinot Meow” (yes, that’s non-alcoholic “wine” for cats) to doggie strollers and luxury pet beds, the options are endless.

  1. 17% of Millennials Have Social Media Accounts for Their Pets

Not only that but, according to a new study released by BarkBox, dog people post a picture or talk about their dog on social media up to 6 times per week! Millennials are crazy about their pets and love to act as the ultimate puparazzi. From Instagram and Snapchat, to Facebook and YouTube — every social media platform is now bombarded with these adorable pets. Once-ordinary pets like Grumpy Cat and Tuna the dog are now household names, starring in movies and even books!

  1. The Average Millennial Gets a First Pet at the Age of 21

At the age when most Millennials are graduating college and embarking on a fresh chapter of life, a new trend has been popping up. They are opting for four-legged roommates that offer them both companionship and a sense of duty. Cats are especially popular as they require very little maintenance at a time when many millennials’ lives are still unstable.

  1. More and More Millennials Are Choosing Pups over Pampers

Who needs to procreate when there are so many animals to be saved? Today, terms like furbaby and pet parent are replacing more archaic words like owner. The Washington Post recently reported that three-quarters of Americans in their thirties—prime childbearing years—own dogs, and half own cats. Companies are also taking note: Pawternity leave is a growing phenomenon now! A Scotland Brewery (that also has a US location), BrewDog, offers a paid week off to employees who adopt a new pup. Many companies are also more dog-friendly these days, allowing employees to bring in their purrfessional fur babies.