Today’s Grandmas Are Still in Their Twenties

Picture a late Friday night in your twenties. The first night of the weekend, and dreams of sleeping in for the next few days dance in your head. Maybe you’ll find yourself out with friends in a place with loud music and fruity drinks or check out a new restaurant in town. But what if your ideal weekend involved simply sitting on the couch, yarn in hand, sipping a cup of tea while your pet lazily watches from the spot beside your feet?  

For many members of Gen Z (and younger people in general), “grandma hobbies” like knitting, crocheting, reading, and baking have become increasingly popular in recent years, especially after the pandemic. In an uncertain world where bad news is amplified on social media every day, teens and young adults are beginning to swap stressful scrolling for creative activities that allow them to be productive while connecting with others.  

Now, this feels like a natural step for young people who are disheartened by the stresses of everyday life. As someone who participates in many of these hobbies myself, it brings me a lot of joy to see other people my age taking part in fun, cozy hobbies that are great for mental health, and can even boost concentration and attention spans. What I’d like to focus on in this article, however, are the furry companions that fit perfectly into these trending activities.  

Many grandma hobbies already seamlessly integrate pets. Crocheting or knitting a sweater for a pet or baking an occasional treat for them are ways people are already including their pets in their cozy hobbies. This lets pet owners spend time doing something good for themselves while being close to their pets.  

This frames things perfectly for the pet industry to jump in on this growing trend. Cozy hobbies are popular year-round, and people are already involving their pets, so where can we contribute? Think of cat-safe yarn toys, treats in cozy, comfy-sounding flavors, or what about a kit or recipe to help consumers bake tasty treats for their pets at home? There are endless ways for brands to find and sell their own ways to further include pets in the grandma hobby craze.  

There are even some trends that the pet industry could advance through these cozy hobbies. Homemade pet food is as popular as it’s ever been, even though the science isn’t always sound for diets made from scratch. An occasional treat usually doesn’t affect a pet's overall health, but an everyday food formulated without a nutritionist's guidance can be dangerous. This is an area where the pet industry could make things safer for pets while staying in step with the home-cooked trend. For example, pet treat recipes or even pet baking kits made by experts in the pet nutrition field can give pet owners a fun way to take a more hands-on approach to pampering their pets while ensuring their pet stays safe and healthy.   

Even though this trend blends perfectly with the colder fall weather, grandma hobbies are proving they’re here to stay—and so can your brand. Humanization and emotional branding already have a strong influence over the industry, and adding a touch of these cozy hobbies can set your brand apart with younger pet parents. By aligning with a trend people are already sharing with their pets, your brand can establish itself as one that listens to and truly cares about the bond between pets and their owners.  

At BSM Partners, we combine cozy comforts with sound science to give your brand an extra edge this season. From strategy to formulation, we’ll help you stitch together something your customers can’t resist. Happy knitting! 

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About the Author

Cady Wolf is an Analyst at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.