It’s not a secret. I love dogs. Actually - I am obsessed with them. And I’m (obviously) not the only one around who feels this way. Millennials are taking pet ownership to a new level. With the rising cost of living, the student debt crisis, and the cost it takes to raise a child both economically and environmentally… people in their 20’s to mid 30’s are opting out of having children and opting in to raising their furry friends as family. This increase of pet-centric homes has created a booming market for pet services such as Rover.com.