Pet ownership is now a defining feature of American life: 94 million U.S. households (72%) have a pet, and 68 million homes include dogs, an estimated 99 million dogs nationwide. But as Millennials and Gen Z shape modern pet culture through social media trends and “pet parenting” lifestyles, a new study suggests that the nation’s growing habit of treating dogs like children may be contributing to an unprecedented rise in behavioral problems, and, in worst cases, aggression and dog bites.
The study by Omega Law Group examines how contemporary dog owner habits correlate with worsening dog behavior, focusing on popular breeds among younger owners, the rise of “babying” behaviors, the health and safety fallout, and evidence-based steps that can help reduce anxiety and reactivity in dogs.
According to the study, Millennials make up the largest share of pet owners in the United States, accounting for 30% of all pet-owning households (28.2 million homes). Gen X and Baby Boomers follow, each at 25% (23.5 million households), while Gen Z currently represents 20% (18.8 million households). While Gen Z is still establishing financial independence, the report notes that Millennials and Gen Z exert outsized influence on pet culture, particularly online.
Dog content is among the most dominant categories on social platforms, with #dog appearing in more than 260 million Instagram posts and over 43 million TikTok posts. This constant exposure, combined with shifting cultural norms, has helped redefine dogs as emotional companions and “family members” in everyday life.
That emotional shift is paired with rising spending. U.S. pet spending hit $152 billion in 2024 and is projected to reach $157 billion by the end of 2025, according to figures cited in the report. On average, Americans spend $1,163 per year on pets, but younger owners spend more: Gen Z at $1,885 and Millennials at $1,195.
The study points to “pet babying” as a clear behavioral marker of modern ownership. Interest in dog accessories remains unusually high, sustaining at 100,000+ searches per month in 2025, even after the pandemic pet boom. Searches for dog clothes and dog shoes have stabilized above 27,000 monthly searches, while dog strollers surged from 90,000 searches in late 2021 to 578,000 in 2022, still holding at 40,500+ monthly searches in 2025.
“These numbers reflect more than a consumer trend; they show a long-term cultural shift in how many Americans, especially younger adults, interact with dogs,” the report notes. “But affection without boundaries can unintentionally create anxiety, dependence, and reactivity.”
The report emphasizes that the breeds most popular with Millennials and Gen Z often require strong routines and structured training. Younger owners gravitate toward “cute, social-media-friendly” dogs, including designer mixes like Goldendoodles and Labradoodles, French Bulldogs, and high-energy working breeds such as Australian Shepherds, German Shepherds, Labradors, and Golden Retrievers. Smaller companion breeds favored by Gen Z—such as Shih Tzus and Chihuahuas- can be especially prone to possessiveness and defensive reactions when overprotected.
A central finding cited in the report comes from Texas A&M University’s College of Veterinary Medicine and Biomedical Sciences via the Dog Aging Project: 99.12% of U.S. dogs exhibit at least one behavioral issue, based on data from 43,517 enrolled dogs. Applied to the broader dog population, the study suggests tens of millions of dogs could be living with anxiety, overdependence, or reactivity.
The public health consequences can be serious. Nationally, dogs bite over 4.5 million people each year, with 885,000 requiring medical attention and 370,000 requiring emergency care. Children ages 5–9 are the most frequent victims, followed by adults ages 25–54, a pattern tied to close day-to-day contact and misread stress signals.
The study concludes with prevention guidance focused on balancing affection with structure: consistent training, positive socialization, building independence through safe alone-time routines, enrichment activities, and educating owners, especially families with children, on early canine stress signals.
