“Gen Z is raising the bar for pet healthcare,” says Mita Malhotra, president of Chewy Healthcare, in her latest article for Forbes Business Council. Noting that this generation is shifting how they navigate pet ownership, she says their use of digital resources is driven by wanting to feel better prepared to make informed health decisions on behalf of their pets.
Gen Zs are shaping a model of care that is more collaborative, connected and responsive to real life, says Malhotra. They expect seamless integration between digital and in-person care, stronger relationships with veterinary teams and tools that help them navigate complexity with confidence.
Source: Forbes, August 20, 2026. Link.
Pet health is no longer defined by occasional in-person visits . . . Gen-Z is driving the transition from episodic care to “always on” continuous care.
Commentary
Our industry has adjusted to technology since its inception; faxes and email replacing phone calls, Dr. Google as the first search consultant, app-based appointment setting and more. While Gen Z may be the first digital natives, Gen X and Boomers are not only chasing the changes, but are pushing for more efficiencies to eliminate redundant systems and processes. What Gen Z seeks is an extension of the efficiencies sought by previous generations whose advancements included vertical integrations and innovative solutions, plus the bandwidth to build on.
Malhotra believes the next phase of pet health technology will be defined by the quality of guidance it can help organize, not by the volume of information it can provide. The most valuable tools, she says, could be those that identify when to educate, when to escalate and when to direct a pet owner back to a veterinary professional.
Serving a population of animal owners better prepared to be stewards of their animals’ health should be a pleasure at all levels.
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