It’s been a long road for our Xers. They entered the workforce when it was still saturated with Baby Boomers and have climbed the ladders slowly but surely. One side effect of this is that some are opting for high-power careers and pet ownership over the traditional Nuclear family with 2.2 kids.

Xers treat their dogs like children (I know mine is quite spoiled). Xers often take their dogs everywhere.

To Baby Boomers, their lifestyle is absolutely unheard of. No kids!?! Taking a dog somewhere for fun!?! But as Boomers leave the workforce we’re starting to see how businesses re-shape their thinking to encourage patronage from Xer DINKs and their beloved pets.

One way to cater to pet owners by having dog treats at the point of sale. This is why my dog pulls to go into the bank every time we walk past it. This is brilliant marketing on the part of the business. The customers are subliminally shown that their furry “children” are of value to the business, too. The bank offers suckers for kids, which was a brilliant marketing idea many years ago, the modern version incorporates dog treats, too. To take this a step further, around the Seattle area, one can notice that many of the treat jars on the counters are donated by Mud Bay, a local store “For healthy dogs and cats” and sport a large Mud Bay logo. Mud Bay saw an opportunity to advertise to people who treat their pets like children and smartly, they seized it. It’s brilliant marketing from Mud Bay. You target the people who take their pets everywhere.

These are the people who will spare no expense for their pet to be happy, healthy, and even fashionable. And who is at the front of their mind when their dog needs a new raincoat? Mud Bay. Think about how you can apply this to your own business. Maybe it isn’t having dog treats at your point of sale. But how can you let your Xer customers know that you value their patronage and their lifestyle? How can you better relate to Xers who have chosen a less traditional path than the Boomers who preceded them?