Pet marketers are on the trail of something important. They need to track down their next generation of dominant customers. Baby Boomers, who account for a meaningful share of sales, are aging – and so are their pets. The pet industry is worried that, when Boomers’ dogs and cats pass away, they will not be replaced and sales will suffer.
Millennials (born 1977–1994) are the next generation of doting pet owners. Hispanic Millennials, in particular, are a promising target....