If you’ve considered abandoning your travel plans and staying home this summer, you’re not alone. “Staycations,” vacations spent enjoying the comforts of home or within the local area, are on the rise this year, with a considerable number of Americans opting to skip distant getaways to stay close by, according to a new study by Panterra Research, published via Airbnb.

That’s not the only travel trend the survey found. They also discovered that a significant number of U.S. participants are engaging in “fandom travel,” meaning they’re jetting out of town for big affairs like concerts or sporting events. However, good food is also a major preference, just as long as it’s local and affordable.

The poll included respondents from the U.S., Brazil, Spain, Greece, the Netherlands, and Belgium, and its results widely expanded the travel trend predictions released by Condé Nast Traveler in January 2025, such as “JOMO,” aka the joy of missing out, and the allure of hotel room designs. Airbnb also compiled internal data from guest searches to support Panterra’s findings. We further break down these trends and their implications for the travel industry below.

Swapping Getaways for Staycations

Staycations aren’t a new concept, as they appeal to many people who’d rather use the time to work on home projects or indulge in the offerings in their local areas. Airbnb found that even those traveling on mini trips are searching only within 300 miles of their homes, with staying local being a top priority. The rental booking platform revealed that groups and families represent the largest proportion of staycations in the country, with over 60 percent of nearby searches.

Panterra’s consumer survey took a deeper dive into spontaneous staycations, noting that cost is a substantial factor in how Americans are traveling this summer. They discovered that 43 percent of U.S. participants planned to drive rather than fly for their upcoming trips, and 39 percent stated that they preferred to travel domestically instead of internationally to save money. With 29 percent of Americans surveyed having children 18 years old or younger living at home, staycations have become more attractive than faraway destinations.

Despite staycations being more convenient and cost-effective for those looking to fill their downtime on a budget, it isn’t going unnoticed how the trend is affecting the tourism industry. According to Business Analyst Learning, a resource site for business analysts, hospitality companies are seeking alternative methods to attract guests, such as adding wellness offerings, family packages, and romantic hideaways, as the demand for staycations has grown. Adapting to the evolution of this trend has been a prominent focus for the industry, with the understanding that much of their clientele might be close to home.

The Fandom Travel Craze

Although many people are choosing to stay home this summer, others are more inclined to travel to follow their favorite artist or sports team. These have been dubbed “fandom travelers,” which refers to those who often travel far and wide to immerse themselves in the live experience. Panterra factored this into their results, which showed that 32 percent of U.S. participants expressed they planned to travel more for large-scale events.

Family reunions are the primary event that people travel for, with concerts falling second, although Gen Z females specifically favor the latter. Beyoncé’s highly anticipated Cowboy Carter tour has attracted fans known as her “Beehive” from all over the world, as she makes stops in New York City and Houston. (Searches for the singer’s Texas shows in June surged +620 percent, per Airbnb’s reports.)

Mega-popular Colombian performer Shakira also saw an uptick in searches of +200 percent for the May dates of her Las Mujeres Ya No Lloran World Tour in Charlotte, North Carolina, according to the platform.

Other sought-after events include the rock band Oasis’s July reunion tour dates in Manchester, United Kingdom, in which Airbnb searches surged +500 percent, The State of Origin Rugby game in June with a +250 percent surge in searches for rentals in Perth, Australia, and an 85 percent surge in searches for rentals during Australian singer Kylie Minogue’s August concert dates in Santiago, Chile.

The fandom travel trend could have a profound impact on the tourism industry, as many concertgoers and sports enthusiasts would seek restaurants and attractions near the venues. Per a 2024 global survey of Airbnb guests recalled in the article, visitors spent an average of $165 per day on local dining, groceries, and things to do in the area.

Delicious Eats Close to Home

One thing that has remained the same for years is that guests love to indulge in great food. They enjoy trying new experiences, changing up their environment, and satisfying their palette with unique and savory dishes. However, what has changed is how far they are willing to travel for that out-of-this-world dining experience and how much they’ll have to fork over.

This summer, food lovers aren’t spending their hard-earned cash on a plane ticket to venture to Italy for an authentic Italian meal or Spain for the top Spanish cuisine. Instead, they’re choosing to dine at local gems that give them a similar culinary experience at more wallet-friendly prices. This rang true in Panterra’s study, which found that nearly half of travelers (47 percent) prioritized local cuisine as their top food and beverage destination.

According to Rewards Network — a Chicago, Illinois-based company that leads the nation in promotional programs for the restaurant industry — restaurants can capitalize on the staycation trend, at least those in areas that don’t rely on tourists. The experts encourage flowing with the trend by creating special menus, partnering with nearby businesses, and hosting out-of-the-ordinary pop-up events to draw in customers. This would also generate revenue during slower times of the year and boost interest for local patrons.

A Different Way to Vacation

We may think back on the memories of family trips overseas or lavish island getaways with fondness, but with the current economic struggles, vacations are looking a little different these days. Many people gravitate toward staying close to home or taking shorter adventures to limit costs and explore nearby pleasures, and they’ve proved that you can have the ideal vacation not far away from your backyard.

Summer vacation isn’t cancelled, but it’s taking a detour, as Americans explore different modes of travel, closer destinations, and low-frill nature to save

VAIL, Colo., May 20, 2025 /PRNewswire/ — Harvest Hosts , a membership program offering RVers access to 9,000+ unique RV camping locations, today reveals its latest travel trends survey showing the current state of the summer vacation and how different generations are approaching travel amid economic uncertainty, air travel chaos and National Park staffing cuts. The survey sees a return to domestic vacations, nature and outdoor activities as consumers prepare to cut back, maximize their budgets and swap luxe experiences for cost-effective fun.

“During the pandemic, we saw a massive rise in outdoor activities. Now, as the travel industry braces for another chaotic season and potential economic downturn, we’re seeing COVID-level upticks in demand for road travel and outdoor excursions,” says Joel Holland, CEO of Harvest Hosts. “Americans are getting creative and looking to stretch their budgets this summer, from driving instead of flying to hiking instead of scuba diving, we can expect to see cost-cutting shifts in how people travel over the next few months.”

Boots on the Ground – Literally, as Many Choose to Stay Stateside and Support Local Landmarks

With potential tariffs causing turmoil between the U.S. and other countries, Americans are concerned about backlash during their travels – deterring travel abroad this year. Instead, Americans are staying close to home to support their local businesses and explore national and state parks.

In fact, 59% of Americans are concerned about the perception of Americans while traveling abroad. Of those who have changed their air travel plans in the last six months, 74% cite concerns about perception of Americans.

The result? 55% say they are considering more domestic travel this year in comparison to past years. This holds even more true for younger generations with 64% (Gen Z) and 63% (Millennials) looking to travel domestic, while 78% of all Americans who have changed their air travel plans in the last six months are now looking to travel domestic instead.

Of the 44% of Americans planning to visit National Parks in the U.S. this summer, 53% are considering an RV rental.

With that, 71% say it’s moderately important to extremely important to support American local businesses during their summer travels.

Regarding the status of National Parks, the top concerns of Americans who are booking campgrounds are: Overcrowding (41%), Safety (37%), Campground availability (25%), Trail maintenance (18%) Meanwhile 43% are moderately concerned to extremely concerned about the impact of staffing on National Parks.

Trading Wings for Wheels Amid Air Travel Chaos

So far, this year has seen a string of flight incidents, causing massive delays and cancellations in some cases. As confidence in air travel wanes, many are looking to the road as a more reliable means to get them from point A to point B.

Nearly one-third (32%) of Americans say flight delays / cancellations are their greatest travel annoyance.

About half of Gen Z (51%) and Millennials (45%) have changed or reconsidered air travel plans in the last six months – citing cost (37%) and safety (32%) concerns as the top reasons.

The micro trip is back, with over half (52%) of Americans planning to take multiple smaller, closer trips rather than one, big trip this year.

When it comes to road trips, 35% of Americans are willing to drive 11-30 miles out of their way to visit a lesser known, less crowded destination – skipping the overcrowded tourist traps.

Americans Stretch their Budgets and Shrink their Destination Amid Economic Uncertainty

With fears around a potential economic downturn, many Americans are preemptively scaling back their travel plans. They’re tightening spending and looking for more cost-effective modes of travel or closer destinations.

They are grounding themselves, with 43% cutting travel costs by choosing to drive instead of fly.

Meanwhile, 39% are citing cost as the reason they are reconsidering air travel plans this summer.

What’s more, 64% of Americans say they are changing their travel plans in some way due to economic uncertainty – with 27% opting for lower cost trips, 14% taking less trips and 12% deciding not to travel at all. Millennials are most concerned, with 72% altering plans due to the economy, whereas Boomers’ experience has them less shaken by the economic outlook with only 48% altering plans.

Of the Americans taking multiple smaller, closer trips, 40% cite cost as the top reason for recent changes to their travel plans.

Still, signs show only moderate caution. In 2022, 51% of Americans were padding their travel budget anticipating inflation or higher costs post-pandemic – in comparison to 36% in 2025.

While Millennials Reel It In, Gen Z Is Getting In The Saddle

Looking to relieve stress and cut costs, it’s not uncommon for people to turn to the great outdoors when the economy is down. Travelers across generations are heading outside and dabbling with new nature-related hobbies.

The survey found 60% are considering more travel outdoors compared to city travel this year. Millennials in particular are looking to get outside with nearly three-quarters (74%) booking nature destinations over city vacations. Across generations, hiking (36%) is the top travel experience, but while Millennials are jumping into fisherman core with 37% wanting to fish, Gen Z is staying the course with cowboy core as 27% trot to the stables for some horseback riding.

Compared to the last two years, Americans have an increased interest in camping (34%) and RVing (33%) – with Millennials and Gen Z in particular exploring camping (47%) and RVing (43%) at higher rates.

This increased interest is largely driven by cost / affordability and the desire to be in nature and travel outdoors. For Millennials with families, there is an additional benefit that this mode of travel is easier to take their kids (34%) or pets (25%) along.

Cutting the “Cord” on Vacation – No Kids, No Pets, No Responsibilities (No Problems)

People are looking to vacate – not just from their homes and jobs – but also their responsibilities, with most preferring vacations without kids or pets.

Results found that 44% of Americans are looking for child-free or adult-only travel experiences or accommodations.

Child-free travelers are most interested in the following experiences: Hiking – 37% Fishing – 32% Wellness retreat – 27% Spa day – 26% Cooking class – 20%

While pets are often thought to be popular travel companions, as it turns out Americans would rather have zero responsibility on vacation with 46% preferring not to take kids (under the age of 16) or pets on vacation with them. This is sharp contrast from the post-COVID puppy boom – when 52% of Americans were basing their travel plans on accommodating their pets. Grandparents are also tapping out, 74% of Boomers would not want to take kids (under the age of 16) or their pets on vacation.

With the pandemic still fresh in people’s minds, many travelers are jumping back into the penny-pinching mindset as the economy dips, Grounding themselves for summer 2025. Consumers are largely price-driven, especially when it comes to travel, so any opportunity to cut costs is driving vacation season plans.

About Harvest Hosts

Harvest Hosts , the largest private RV camping network in North America, provides a complete network of offerings to streamline the road travel and camping experience – with a collection of companies that includes Escapees RV Club, one of the oldest RV organizations bringing community events, education, discounts and more; Boondockers Welcome, a community of RVers allowing guests to stay overnight on their property for free; CampScanner, an alert service to book sold-out campgrounds; and Brit Stops, a membership connecting motorhome tourists in the UK and Ireland with small businesses for overnight stays. The company’s mission is to advance the technology and accessibility of the RVing and campground industry, making traveling while supporting national parks, local small businesses and communities easier than ever.

To learn more, visit: www.harvesthosts.com , www.escapees.com , www.boondockerswelcome.com , www.campscanner.com , www.britstops.com ; download the Harvest Hosts app on iOS here and Android here .

Media Contact: [email protected]

SOURCE Harvest Hosts

A new national survey of 5,000 U.S. pet owners reveals the growing influence of companion animals on major lifestyle decisions — from skipping vacations to avoiding social engagements — driven by guilt over leaving pets behind.

Commissioned by pet-sitting platform TrustedHousesitters, the survey found that 56% of owners travel less since getting a pet, and many are shifting personal priorities to accommodate their animals. Notably, a large share of respondents identified as DINKWAPs — dual income, no kids, with a pet — who treat pets as family members and report high emotional dependence.

“We’re seeing a clear cultural shift, particularly among younger, child-free adults who consider their pets to be their children,” said Angela Laws, head of community at TrustedHousesitters. “They’re not just companions — they’re family. And that’s showing up in everyday decisions about travel, social life, and emotional well-being.”

Key findings on emotional impact and behavior

61% worry more about their pet’s well-being than their own enjoyment while on vacation.

worry more about their pet’s well-being than their own enjoyment while on vacation. 49% experience separation anxiety when away.

experience separation anxiety when away. 33% regularly check in or video-call their pet sitter during travel.

regularly check in or video-call their pet sitter during travel. 54% worry their pet thinks they’ve been abandoned.

Many owners also indicated they’d cancel plans or forgo family events rather than leave their pet alone:

21% would feel less guilty canceling on a friend than leaving their pet.

would feel less guilty canceling on a friend than leaving their pet. 17% would rather skip a family birthday.

would rather skip a family birthday. 1 in 5 would ghost a first date instead of leaving their pet.

The findings underscore a cultural shift linked to demographic and economic trends, as declining birth rates coincide with record pet ownership. Among DINKWAP respondents:

16% spent more on travel specifically to bring their pet.

spent more on travel specifically to bring their pet. 18% would rather vacation solo while their partner stays home with the pet.

would rather vacation solo while their partner stays home with the pet. 12% said they’d feel more guilty leaving their pet with a sitter than their child.

said they’d feel more guilty leaving their pet with a sitter than their child. 9% would feel worse about leaving their pet than forgetting their child’s birthday.

“We’re not just seeing changing attitudes; we’re seeing a redefinition of family structure,” said Laws. “Pets are a center of family life. And for millions of Americans, that means every plan, trip, or decision includes them.”

The trend has implications for pet food professionals and the broader pet care sector, pointing to sustained demand for premium, emotionally resonant products and services.

The survey was conducted by Opinion Matters between March 25 and April 4, 2025. For more information, visit TrustedHousesitters.com.

Adapted from a press release.

If the past few years taught us anything about Gen Z, it’s that mental health for them is everything. Despite the fact that we’ve learned that they’re struggling the most with their mental health among any other generation, it remains one of the most important aspects of their daily life.

According to a new Verywell Mind survey, 63% of Gen Z say their mental health in the last month was less than good, compared to 52% of millennials, 49% of Gen X, and 28% of Boomers – stemming largely from sleep problems, loneliness, financial concerns, job stress, social media, and more.

And yes, we get that the term ‘mental health’ is broad; so we asked more than a handful of individuals what it really means to them.

Female, 27, on mental health [It’s] being able to cope with the stressors of everyday life in healthy ways, acknowledging that I may not always feel good but learning ways to manage what comes up in my life. — Female, 27, on mental health

As the first true “therapy generation,” Gen Z has a heightened understanding of how it affects every inch of their well-being. Younger generations have gotten more mental health information from more sources in the past month and Gen Z is the only generation where the majority have worked with a mental health professional before.

To get a sense of how big of a role mental health plays in our day-to-day, we surveyed 2,000 respondents (995 of which were Gen Z) for our Gen Z Mental Health study from September to October of 2024. In it, we did a deep dive into how Gen Z consumes information related to mental health, the words they prefer when discussing mental health, how they care for their mental health (compared to other generations), and what topics resonate with this audience.

Based on what we learned from our findings and how current trends are shaping up, we’re calling the following predictions for the rest of 2025.

Mental Health Jumps to the Forefront for Brands

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For a long time, “Look Good, Feel Good” has been the dominant subliminal messaging in the world of corporate branding. Groups of impossibly beautiful people having a great time together, implying that you could be in their shoes if only you would use this or that product. While those days aren’t entirely over, the tide is turning, with brands increasingly seeking to embrace mental health, empathy, and authenticity as central pillars of their business. As younger people unite behind the idea that mental health is everything to them, companies are listening.

From Maybelline’s “Brave Together” initiative to the ASICS “Personal Best” campaign, it’s clear that you don’t have to be a mental health brand to think about mental health. In 2025, some of the biggest brands in the world will continue to normalize mental health conversations, helping more of us feel seen and heard in ways we haven’t before.

Male, 24, on mental health Mental health is the body we have that we don’t see. It’s like a storage tank it can overflow and you have to handle and separate it and organize it or it will become clustered. — Male, 24, on mental health

This shift will help to break long-standing stigmas around mental health issues, and force more brands to meet their consumers—aka all of us!—on our level rather than some impossible standard we’ll never reach. It’s music to the ears of Gen Z, over 50% of whom would have a more positive perception of a brand that includes mental health in its messaging. Simply stated, younger generations care more openly about mental health and wellness, and want to see this reflected in the actions of the businesses and brands they choose to support.

Over 50% of Gen Z would have a more positive perception of a brand that includes mental health in its messaging.

We live in a consumerist society—there’s no getting around that. But what we can, and will, do in 2025 is lift up the brands that strive to connect with us on a deeper, more personal level.

We’re In Our ‘Social Renaissance’ Era

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The third place is practically a supporting role in any good sitcom. It’s a space where the main characters unwind, have a drink or two, and debrief with their friends/community about the day outside of home and work—think the “Cheers” bar, Central Perk from “Friends,” or even more recently The Crown & Anchor pub in “Ted Lasso.”

Off-screen, however, third spaces have been steady on the decline as more workplaces become remote-first and vital community spaces slowly shutter due to surging rents. Not to mention, many third spaces have become inaccessible due to rising membership fees and food or beverage costs that mirror ever-surging costs of living.

If you can’t think of a ‘third place’ of your own, that could change in 2025. The disappearance of third spaces have recently prompted Gen Z and millennials to step up and create their own location-agnostic gatherings—and there are no signs of slowing down in the new year. Rather than using social media as a vehicle to create online communities, Gen Zers are now using it as a means to promote their offline communities.

Non-Binary, 25, on Mental Health A mind capable of dealing with the daily stresses, who knows how to identify emotions and triggers, can work on themselves and weaknesses, aren’t plagued by the horrors of the past but instead have the opportunity and ability to heal. To get through the tough times better for wear. — Non-Binary, 25, on Mental Health

The last year came the rebirth of run clubs, book clubs, and even supper clubs with strangers. Hungry for in-person interaction, perhaps after graduating college, moving to new cities, and starting new jobs, this boom helped us feel a little less ashamed about acknowledging that making friends as an adult is really hard and a little more relieved that we now have some help in making that happen. According to Strava’s annual Year in Sport trend report, 58% of 5000 survey respondents said they made new friends via fitness groups in 2024.

While our numbers last year showed that 74% of Gen Z sometimes or always feel alone (compared to a year ago at 69%), we predict that loneliness will be in better company this year.

‘Radical Stability’ Is the Real Flex

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Inflation was one of the defining buzzwords of 2024. For younger generations, though, it’s nothing new. Rent is too high, college is too expensive, and houses are almost impossibly unaffordable. For a big chunk of the Gen Z and millennial population, high costs have made it exceedingly difficult to start an adult life. That’s a big part of why 39% of Gen Z say that personal finance negatively impacts their mental health. So what is there to do in the face of so many barriers to financial independence that are largely out of our control?

In 2025, we predict that Gen Z will respond to these forces with a radical pursuit of stability. Does that sound boring? It might be, and that’s OK! It’s time to recalibrate our unrealistic dream job ideals and focus on making the slow and steady changes that can bring about a dream life.

Could that mean staying in a job that doesn’t get you jazzed to wake up every morning? Opening a retirement account you can’t touch for 40 years? Reading up on how to set a budget? Making safe choices? Yes to all of the above. The good news is that Gen Z is already primed to make this happen, with 57% saying that maintaining a personal budget and an investment portfolio have a positive impact on their mental health.

57% of Gen Z says that maintaining a personal budget and an investment portfolio have a positive impact on their mental health.

This year, we’re all about embracing the boring and reaping the rewards. Along with this commitment to the mundane, we also anticipate stronger boundaries and better adherence to a healthy work-life balance. Since work will be less tied to personal fulfillment, the hours outside of work will be devoted to pursuits of creativity, self-improvement, and socialization. With all of the boring old budgeting we’ll be doing, we’ll suddenly find ourselves with more financial freedom to make the hours from 5 to 9 more fulfilling than ever.

‘Sleepmaxxing’ Dominates Our Bedtimes

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Sleepmaxxing—with nearly 130 million posts on TikTok—is the massively popular wellness trend that involves getting your most optimized night’s sleep through techniques like mouth taping, magnesium, tart cherry juice, nose strips, sleeping on your back, eye masks, and binaural beats. But the tips certainly don’t end there.

Male, 24, on mental health The overall stability of your mental state. Mental health can fluctuate on a variety of factors; sleep, not eating enough, being depressed, etc. — Male, 24, on mental health

Why the sudden obsession with sleep? According to the internet (and everyone we know) sleep is one of our most coveted routes to wellness, and unsurprisingly 74% of participants said that getting enough sleep positively impacted their mental health. Yet sleep was the top stressor for Gen Z—according to our survey—in the last 30 days. What’s more, 41% of those we surveyed reported sleep problems negatively affected their mental health

We predict sleepmaxxing will proliferate throughout 2025, but as concerns around orthosomnia—the unhealthy obsession with getting perfect sleep—grows, we’re advocating for fewer “hacks” at bedtime and more mindfulness and intentionality around bigger picture reasons you aren’t getting enough Zzzs.

The Concept of Beauty Gets a Makeover

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Beauty and style are highly personal things, and yet—often at the cost of our mental health— we put so much unnecessary pressure on ourselves to fit some ‘ideal’. That’s getting even worse with the mainstreaming of “Instagram face” aka a deluge of smaller procedures to make you look effortlessly snatched and “ageless” (whatever that means).

But when you zoom out and look at the bigger picture, aesthetic culture over the past several years has become totally oversaturated with everchanging microtrends and “-cores.” It becomes impossible to settle on any semblance of personal style when it feels like there’s pressure to adapt to a new popular look every three weeks.

57% of Gen Z/young millennials are interested in the connection between mental health, beauty, and style.

Still, we’re not going to stop loving fashion and beauty—these things make us feel good! We learned that 57% of Gen Z/young millennials are interested in reading about the connection between mental health, beauty, and style. The key is finding that sweet spot where style is fun and invigorating instead of overwhelming.

Forty-six percent of survey participants said beauty and style had a positive impact on their mental health. When you look good (and feel confident about your appearance), you are more likely to feel good, too. There’s no way to fit into the mold anymore—we’re predicting that 2025 will be the year that eclecticism and truly dressing for yourself become the norm.

Kids Are Out, Fur Babies Are In

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Turns out our chosen family extends far beyond our favorite people, and the numbers don’t lie. According to a recent Harris Poll study of 2,000 Americans, Gen Z spends $6103 annually on their pets leading millennials who spend $5150—suggesting that our fur babies are more than just our pets, they’re family.

This tracks with our survey that also reports that 75% of pet owners admit that purchasing healthy food for their pet makes them feel at least one positive emotion we listed whether it’s happy, confident, and/or excited. In fact, among the 829 Gen Z pet owners we polled, 70% of them noted that pets had a positive effect on their mental health.

But get this: we love pets so much that 43% of Americans actually prefer having pets over children, with many Gen Z and millennials noting that pets are easier to care for and come with fewer financial burdens. While this preference is still emerging, we predict that pet parenthood will be even more prevalent in 2025. As we see an increase in pet-friendly establishments to workplace benefits like ‘pawternity’ leave, pet care may as well become a new chapter of self-care.

More Staying In Together

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Ever since the pandemic forced us to stay home for a year, we’ve all turned into homebodies who are finally recognizing the undeniable connection between our lived-in spaces and our mental well-being. It’s not that we don’t want to go out and hit the town and experience the world like we used to, we’re just now seeing the untapped potential our homes have to satisfy so many of our psychological needs.

And a major element of this? The massive popularity of interior design and making it feel personal. Eighty percent of those surveyed said making decor updates to their home had a positive impact on mental health, and 61% said that maintaining the exterior of their homes was good for their mental health.* In many ways, our homes have become a reflection of our inner worlds, so fostering a cozy, inviting environment is one way to help us heal.

Male, 18, on mental health Mental health means having a balanced state of mind, where you can handle stress, connect with others, and manage your emotions in a healthy way. It’s about feeling good emotionally and mentally, being able to cope with life’s challenges, and seeking help when needed. — Male, 18, on mental health

Similarly, inviting people into our personal “comfort zones” has also proliferated. Dinner parties, supper clubs, and smaller food-centric pop-up events were all the rage last year and will continue to be popular in 2025. According to our survey, entertaining guests had a 68% positive impact on mental health*—when you invite your friends over to spend time in a place designed with love, that number is even higher. ICYMI, staying in is the new going out.

Brainrot Content Goes Mainstream

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Oxford Dictionary’s word of 2024 was brainrot; and whether you know what that really means or not, we all engaged in it to some degree. The 2025 Webby Trend Report defines brainrot as “a genre of nonsensical, absurdist internet humor.” In the throes of doomscrolling and chronically online behavior, trends that were dominating the zeitgeist had one thing in common: they were a little offbeat, unhinged, and yet oddly comforting (think: Moo Deng, golden retriever boyfriends, or brat culture).

62% of Gen Z say their mental health impacts the type of entertainment they watch or listen to.

According to our survey, 62% of Gen Zers say their mental health has impacted the type of entertainment they watch or listen to. So what did trending content like the above tell us about our collective mental health? In an era of “unprecedented times,” we’ve resorted to entertainment as a means to fully disconnect—particularly the messy and authentic over polished and perfect productions; the stuff we didn’t have to think too hard about to find pleasure in. Case in point: our survey shows that the top reason Gen Z “watch videos online” is because they are just passing the time.

Brainrot content has taken over our screens. And whether we like it or not, we predict it’ll be a mainstay in 2025.

Mindful Tech Replaces Relentless Overtracking

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We’ve come a long way since manually checking your pulse was the only way to determine your heart rate and counting your steps would require, well, counting your steps. From fitness trackers to smartwatches to sweat patches and beyond, there is no shortage of technology that can tell us exactly what’s happening in our bodies at any given moment.

Wearable technology is a revelation and a glimpse into a future where everyone can take charge of their wellness routines. In fact, 61% of Gen Z say that using a wearable health tracker has a positive impact on their mental health.* Too often, though, these devices can lead to levels of self-monitoring that border on obsessive.

In 2025, it’s time to stop letting wearables wear us out and take a more mindful approach to tracking our personal successes. We have to remember why we’re wearing them in the first place. It’s not for the daily dopamine hit of reaching some gamified movement goal—it’s to get our bodies moving, feel invigorated, and be healthier along the way. For too long, we’ve been too focused on the destination. In 2025, we’re letting go of goals for goals’ sake and embracing the journey.

Female, 18, on mental health It’s all about feeling good about yourself and being able to enjoy life. — Female, 18, on mental health

Methodology The Verywell Mind Gen Z Mental Health Survey asked 995 Gen Z individuals about what is impacting their mental health in positive and negative ways. The survey was fielded online from September 30th to October 12th, 2024 via a self-administered questionnaire to an opt-in panel of respondents from a market research vendor. Quotas were used to ensure representation to match U.S. Census estimates for gender, race/ethnicity, region, and LGBTQ+ individuals. *Base size is under 100 should only be looked at directionally.

Research and analysis by Kyle Riefenberg, Amanda Morelli, and Maria DeSio.

Editorial Note: We earn a commission from partner links on Forbes Advisor. Commissions do not affect our editors’ opinions or evaluations.

Pet ownership in the U.S. has jumped significantly over the past three decades. As of 2024, 66% of U.S. households (86.9 million homes) own a pet. [1] That’s up from 56% in 1988, pet ownership statistics show. From companionship to emotional support, pets are a vital part of their owners’ lives. In fact, 97% of pet owners consider their pets to be a part of their family. [12]

Forbes Advisor conducted a deep dive into the latest available pet owner statistics to determine which pets are most popular, how pet ownership and spending habits differ by generation, the cost of pet ownership and the most common lifestyle sacrifices made by pet owners.

Pet Ownership in the U.S. at a Glance

66% of U.S. households (86.9 million homes) own a pet. [1]

Dogs are the most popular pet in the U.S. (65.1 million U.S. households own a dog), followed by cats (46.5 million households) and freshwater fish (11.1 million households). [1]

Millennials make up the largest percentage of current pet owners (33%), followed by Gen X (25%) and baby boomers (24%). [1]

In 2022, Americans spent $136.8 billion on their pets, up nearly 11% from 2021 ($123.6 billion). [1]

Essential dog expenses cost an average of $1,533 annually. [10]

42% of dog owners and 43% of cat owners got their pets from a store, while 38% of dog owners and 40% of cat owners got their pets from an animal shelter or rescue. [2]

Pet Owner Statistics

The percentage of pet owners in the U.S. spiked over the past 35 years, according to pet owner statistics analyzed by Forbes Advisor.

The steady rise in pet ownership in the U.S. comes at a time when pet insurance is also rapidly gaining in popularity. As of 2022, more than 4.8 million pets are insured, a 124.9% increase from 2018. [8]

Pet insurance can prevent you from paying the full cost of unexpected vet bills if your pet is injured or gets sick. It’s a smart way to add a layer of financial security to your budget. Here are more interesting facts related to pet ownership:

As of 2024, 66% of U.S. households (86.9 million homes) own a pet. [1]

Pet ownership has increased significantly over the past three decades. In 1988, only 56% of U.S. households owned a pet. [1]

More than half of pet owners (51%) consider their pets to be as much a part of their family as a human family member. [12]

78% of pet owners surveyed by Forbes Advisor acquired pets during the pandemic. [3]

Households with annual incomes of $100,000 and over are most likely to own pets: 63% of households in this income bracket own dogs and 40% own cats. [2]

Homeowners are more likely to own pets than renters: 58% of homeowners have a dog and 36% have a cat versus 39% and 29% of renters respectively. [2]

Americans in rural areas are more likely to own pets than Americans in suburban and urban areas. 71% of adults living in rural areas have a pet. [12]

Residents of rural areas are also more likely to have multiple pets: 47% of adults in rural areas have more than one pet, compared with 32% in the suburbs and 26% in urban areas. [12]

42% of dog owners and 43% of cat owners got their pets from a store, while 38% of dog owners and 40% of cat owners got their pet from an animal shelter or rescue. [2]

23% of dog owners report getting their dog from a breeder compared to 7% of cat owners. [2]

Over one third of Americans (35%) have more than one pet. [12]

Pet ownership by generation

Pet ownership statistics reveal that millennials comprise the highest percentage of pet owners in the U.S:

Millennials make up the largest percentage of current pet owners (33%), followed by Gen X (25%) and baby boomers (24%). [1]

Gen Z pet owners (ages 18 to 25) are far more likely than other age groups to have a variety of pets. [3]

Gen X pet owners (ages 42 to 57) are the least likely to own pets that aren’t cats and dogs, such as hamsters, birds and fish. [3]

Most Popular Pets in the U.S.

The most common pets in the U.S. are dogs and cats, but there’s still a lot of love for other animals and species. Millions of households include fish, birds and small animals like hamsters and rabbits.

The most popular pets in the U.S. are [1] :

Dogs (65.1 million households) Cats (46.5 million households) Freshwater fish (11.1 million households) Small animals such as hamsters, gerbils, rabbits, guinea pigs, chinchillas, mice and ferrets (6.7 million households) Birds (6.1 million households)

Are cats or dogs more popular?

Whether cats or dogs make better companions has long been a bone of contention among many pet parents. Popularity certainly has nothing to do with how much a pet is loved by its human family. But in terms of ownership, more households include dogs than cats.

Dogs are more popular than cats in the U.S. As of 2022, 44.5% of U.S. households own dogs and 29% of households own cats. [2]

Between 2016 and 2022, the percentage of U.S. households who own dogs increased by 6.1 percentage points, from 38.4% to 44.5%, while the percentage of households that own cats increased by 4 percentage points, from 25% to 29%. [2]

Cost of Pet Ownership

While the love of a pet is priceless, the cost of owning one is not. Veterinary care, grooming, food, treats and other outlays can add up quickly. A Forbes Advisor analysis found that essential dog expenses cost an average of $1,533 annually. [10]

This includes the cost of:

Dog boarding for a seven day vacation: $253

Veterinary care: $679.50

Pet insurance: $601.01

Dog owners who rely on doggy day care twice per week can expect to spend an additional $2,980 per year on average. [10]

And if an unexpected vet bill pops up for a major incident, you can be on the hook for thousands of dollars—42% of pet owners say they can’t cover a surprise vet bill of $999 or less without going into debt. [6]

Pet insurance can partially reimburse you when you pay the bill for your pet’s unexpected accidents and illnesses. While you may not want to add another expense to your pet care costs, you might be surprised at how affordable pet insurance can be.

The average pet insurance cost for dogs is $44 a month, and the average pet insurance cost for cats is $30 a month, based on Forbes Advisor’s analysis. Having pet insurance is like putting a leash on your potential vet costs so they don’t run out of control. That can leave you with more money to spend on spoiling your furry companion.

Here’s a closer look at the cost of pet ownership:

Dog owners spend the most on veterinary care ($367 per year), food ($339 per year) and grooming ($99 per year). [2]

Cat owners spend the most on food ($310 per year), veterinary care ($253 per year) and toys ($50 per year). [2]

Gen Z pet owners (ages 18 to 25) are the most likely to spoil their pets with birthday cakes (34%), birthday presents (39%) and clothing or costumes (32%). [3]

Gen Z pet owners are also the most likely to spend money on behavioral training (41%), doggy daycare (35%), specialized pet food (44%) and dog walking services (31%). [3]

The Most Expensive Cities to Own a Dog

A Forbes Advisor analysis found that Winston-Salem, North Carolina, tops the list of most expensive cities for dog owners. [10]

Greensboro, North Carolina; Bakersfield, California; El Paso, Texas; and Memphis, Tennessee round out the top five most expensive cities for dog owners. [10]

Regional trends for the most expensive cities to own a dog:

Three of the top 15 most expensive cities for dog owners are located in Nevada, including North Las Vegas, Las Vegas and Henderson. [10]

California [10]

Total Pet Industry Expenditures

Spending on pets is up, mirroring increases in pet ownership and pet insurance sales:

Americans spent $136.8 billion on their pets in 2022, up 10.68% from 2021 ($123.6 billion). [1]

This includes $58.1 billion spent on pet food and treats, $31.5 billion spent on supplies, live animals and over-the-counter medications, $35.9 billion billion spent on vet care and $11.4 billion spent on other services (all services outside of veterinary care such as boarding, grooming, pet insurance, and training). [1]

Between 2018 and 2022, the amount spent on pets in the U.S. increased by 51.16% from $90.5 billion to $136.8 billion. [1]

Dog Owner Regrets

There’s no denying the benefits of dog ownership, but being responsible for a dog comes with challenges. These obligations can cause some to have regrets about owning a dog, a Forbes Advisor survey of 2,000 dog owners found. Messes, challenges in finding care for the dog and dog training are among the top reasons they regret getting a dog. The cost of vet bills is also a burden for some dog owners, and can affect how often dogs go to the vet.

Here’s more about dog owner regrets and concerns about vet bills:

54% of dog owners have regrets about getting a dog. [5]

Dog owners cited cleaning up after a dog as the biggest challenge associated with dog ownership (27%), followed by finding care for the dog when traveling or going to work (26%), training the dog (25%), cost (24%) and barking or whining (24%). [5]

A vet bill of $999 or less would cause 42% of pet owners to go into debt, while a vet bill of $499 or less would cause 28% of pet owners to go into debt. [6]

3% of pet owners gave their pet away between 2021 and 2022. [6] [6]

Top Sacrifices Made by Dog Owners

Nearly all pet owners (97%) consider their pets to be a part of their family. [12] And a Forbes Advisor survey of 10,000 dog owners found that dog owners make professional, financial and lifestyle sacrifices for their canine companions. [7]

The top lifestyle sacrifices made by dog owners include:

39.29% lived on a tighter budget to afford their dogs’ expenses.

13.96% moved from an apartment to a house so their dog would have a yard.

7.47% stayed at a job they disliked because it allowed them to work remotely or had a dog-friendly office.

6.78% broke up with a significant other who didn’t like their dog.

5.25% took a pay cut or accepted a position with fewer benefits to work remotely or have access to a dog-friendly office.

4.57% left a job they liked because another company let them work from home or had a dog-friendly office.

36% of dog owners reported that they would spend $4,000 or more out-of-pocket on life-saving medical care for their dogs.

States with the most devoted dog owners

Colorado tops the list of states with the most devoted dog owners, followed by Virginia, Georgia, Alaska and Nevada. [7] These aren’t the only states home to devoted dog owners:

Five of the top 10 states with the most devoted dog owners are located in the Pacific and West, including Colorado Washington Oregon [7]

Ohio [7]

Nevada dog owners were most likely to report that they moved from an apartment to a house so their dogs would have a yard (20%), followed by Colorado (19.5%) and Kansas dog owners (19%). [7]

Nevada dog owners were most likely to leave a job they liked because another company let them work from home or had a dog-friendly office (8.5%). [7]

Dog owners from Rhode Island were most likely to stay at a job they disliked because it allowed them to work remotely or had a dog-friendly office (15.5%). [7]

States With the Most Spoiled Dogs

A Forbes Advisor survey of 10,000 dog owners found that Florida tops the list of states with the most spoiled dogs. Alaska, Washington, Colorado and California round out the top five states with the most spoiled dogs. [4]

Most Pet-Friendly Cities

Features like hardwood floors, stainless steel appliances and skyline views are nice, but that’s not the top priority for many pet owners. Almost three-quarters (72%) of prospective home buyers with pets would pass on their dream home if it didn’t accommodate their pets. [11]

If you’re a pet owner on the hunt for pet-friendly apartments with access to nearby dog parks, pet stores and affordable veterinary costs, we compared the 91 most populated cities to find the best cities for pet owners. We analyzed data across four key categories: cat and dog veterinary costs, veterinary access and pet-friendly spaces.

We found that Tucson, Arizona, tops the list of best cities for pet owners, followed by Raleigh, North Carolina; Nashville, Tennessee; Wichita, Kansas; and Cincinnati, Ohio. [9]

Regional trends for the most pet-friendly cities:

Four of the top 10 cities for pet owners are located in the South, including Raleigh, North Carolina; Nashville, Tennessee; Plano, Texas; and Louisville, Kentucky. [9]

Pet owners in Memphis, Tennessee, pay the lowest vet prices for both dogs and cats. San Francisco is the most expensive city for dog veterinary care and ties with San Jose, California, as the most expensive city for cat veterinary care. [9]

What’s the Primary Reason Why You Are Unlikely to Buy Pet Insurance in the Next Three Months?

Reason dog owners without pet insurance are unlikely to buy it in the next 3 months % of respondents It’s too expensive 42% I don’t think I’ll need it 24% I don’t think it’s worth it 21% I don’t understand the product 5% I don’t know who sells it 4% See More See Less

Among dog owners who do not have pet insurance and are unlikely to buy pet insurance in the next three months, 42% said the primary reason is because they think it’s too expensive, according to a Forbes Advisor survey.

Yet 89% of dog owners estimate that the cost of pet insurance is higher than it actually is. Only 11% of dog owners correctly estimated an average cost below $50 a month. And 76% of dog owners overestimate the cost of pet insurance by at least three times the average price, our survey has found.

How Much Would You Estimate Pet Insurance Costs per Month for a 3-Month Old Puppy, for $5,000 of Annual Coverage?

Estimate of monthly pet insurance cost

Actual average cost is $25 a month % of dog owners Less than $50 11% $50 – $99 13% $100 – $149 28% $150 – $199 23% $200 – $249 12% $250 – $300 4% More than $300 9% See More See Less

Pet insurance plans typically have a choice of maximum annual coverage amounts, such as $5,000, but some plans offer unlimited annual coverage. This financial safety net can help dog owners reduce the potential cost of a dog.

Fears of Big Veterinarian Bills

Half (50%) of dog owners say they are very concerned or somewhat concerned about their ability to pay for an unexpected vet bill in the next three months.

How Concerned Are You About Your Ability To Pay for an Unexpected Veterinary Bill in the Next Three Months?

Level of concern % of respondents Very concerned 19% Somewhat concerned 31% Neither concerned nor unconcerned 23% Somewhat unconcerned 13% Very unconcerned 13% Prefer not to say 1% See More See Less

Pet insurance is a good way to help offset expensive vet bills for problems like ACL ruptures, broken bones, cancer, heart disease, swallowed objects and common illnesses, such as ear infections and digestive issues.

Majority Say Vet Bill of $2,000 or Less Is “Unaffordable”

An unexpected accident or illness such as a dog’s broken bone, cancer, torn knee ligament or toxic ingestion can cost thousands of dollars in vet bills, according to a Forbes Advisor analysis of the cost of vet visits. Most dog owners (77%) consider various amounts of vet bills of $2,000 or below to be “unaffordable.”

Dog owners without pet insurance are vulnerable to the prospect of racking up debt to pay a surprise vet bill.

How Much Money Would an Unexpected Vet Bill Cost for You To Consider It “Unaffordable”?

Vet bill amount % of respondents $1 to $250 10% $251 to $500 20% $501 to $1,000 23% $1,001 to $1,500 17% $1,501 to $2,000 7% $2,001 to $3,000 7% $3,001+ 14% Prefer not to say 3% See More See Less

Vet-Related Expenses Among Cuts for Dog Owners on a Tight Budget

Dog owners on a tight budget may have to face some tough financial decisions when it comes to their pups. While 51% of dog owners say they’d cut spending on items such as dog treats, outfits and toys, some dog owners say they’d cut veterinary-related expenses to save money.

More than one-quarter (27%) of dog owners say they would not pay for surgery for their dogs (elective or emergency) and 17% say they would reduce veterinary checkups.

Which Dog-Related Expenses Would You Cut if Your Budget Were Tight? (Select up to Three)

Dog-related expenses % of respondents Accessories (i.e. dog treats, toys, outfits, etc.) 51% Dog services (walking, training, grooming, day care, boarding, etc.) 37% Specialty dog food 25% Elective surgery 22% Veterinary checkup (non-sick visit) 17% Emergency surgery 5% Vaccination 5% Medication 4% N/A – I expect to always afford expenses related to my dog 24% See More See Less

Pet insurance can help cover costs such as surgeries and medication. In addition, you can typically add a wellness plan to cover the cost of routine vet checkups and vaccinations.

Many Dog Owners Unlikely To Buy Pet Insurance in the Next Three Months

Despite fears of big vet bills, 47% of dog owners say they are unlikely to buy pet insurance in the next three months.

How Likely or Unlikely Are You To Buy a New Pet Insurance Policy in the Next Three Months?

Likelihood to buy pet insurance % of respondents Very likely 7% Somewhat likely 17% Neither likely nor unlikely 28% Somewhat unlikely 12% Very unlikely 35% I already have pet insurance 0% See More See Less

Nearly two-thirds (63%) of pet owners said they would have difficulty paying a surprise vet bill amid inflation, according to a Forbes Advisor survey on pet costs and inflation. More than a quarter of pet owners (28%) said a vet bill of $499 or less would cause them to go into debt, while a bill of $999 or less would cause 42% to go into debt.

Even with so many pet owners concerned that a hefty vet bill would wreak financial havoc, more than three-quarters (79%) of pet owners said they do not have pet insurance, according to a Forbes Advisor survey. Many pet owners are unlikely to purchase pet insurance amid inflation:

Nearly one-third (30%) of survey respondents said they are much less likely or somewhat less likely to buy pet insurance amid inflation.

And 22% said they were much more likely or somewhat more likely to buy pet insurance amid inflation.

Find The Best Pet Insurance Companies Of 2025 Get Quotes

Which of the Following Vet Bill Amounts Would Cause You To Go Into Debt?

Vet bill amount % of respondents $1-$99 5% $100-$199 6% $200-$299 7% $300-$499 10% $500-$999 14% $1,000-$4,999 24% $5,000+ 18% None of the above 12% Prefer not to say 5% See More See Less

Survey methodology Online surveys of 1,000 U.S. adults who own at least one dog were commissioned by Forbes Advisor and conducted by market research company OnePoll, in accordance with the Market Research Society’s code of conduct. Data was collected May 8-22, 2023. The margin of error is +/- 3.1 points with 95% confidence. This survey was overseen by the OnePoll research team, which is a member of the MRS and has a corporate membership with the American Association for Public Opinion Research (AAPOR). For a complete survey methodology, including geographic and demographic sample sizes, contact pr@forbesadvisor.com.

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