Millennials now make up the largest segment of pet owners in the United States! They spend more time with their pets and they tend to humanize them more than any other pet-owning group. Millennials also tend to spend extravagantly on their pets. They think differently about what is "essential" and purchase discretionary items under the guise that they are non-discretionary. But they also tend to evaluate their needs more thoroughly. Perhaps most importantly, the Human-Animal Bond is very strong in this group And it is important to understand this if we are going to successfully attract this segment of pet owners to our practices!