But for many pet parents, having a dog or cat hasn’t just meant carving out an extra $50-$100 per month just for food and toys. Pet parenting has become more of a lifestyle, with people shelling out hundreds of dollars per month for fresh food—and sometimes thousands for special experiences like a Transatlantic flight or curated vacation.

This is evidence of a shifting consumer attitude around pets, Nicki Baty, chief operating officer of $3.1 billion dog food brand Freshpet, told Fortune. 

“I think it’s kind of gone on steroids, really,” Baty said of the trend of pet parents willing to spend more on their pets. She even said some pet parents value their pets more than other family members. 

“In consumer insights we get, they spend more on their pet, and they value their pet more than their children,” Baty said. “So when you had to rank the order of relationships they have in their family, their dog comes before their partner, their kids, other family members.”

“It’s one of the most constants in life,” she continued. “There’s something, I think, really powerful about that human-animal bond, and especially over the last few years, with everything that played out, with COVID as well.”

How much it costs to have a pet

The average annual cost of raising a human child in the U.S. is nearly $30,000, according to a recent LendingTree study, an eye-popping figure that often dissuades people from extending their families. It’s also approximately equal to the lifetime care costs for a pet.

According to Rover’s 2025 Pet Parenthood report, the average lifetime care for a 10-year-old dog costs about $34,550, and $32,170 for a 16-year-old cat. To be sure, those figures can vary based on breed and health conditions—plus, pet parents should expect to pay much more during a period riddled with inflation and tariffs: They can expect to spend about 11% more for veterinary fees this year, 183% more for pet cleaning supplies, 20% more for grooming supplies, and 85% more for treats and chews, according to Rover. 

That’s also meant the number of households today bringing a pet home has become relatively flat, Baty said, “and that’s a big change from the last few years.”

Even considering how much more expensive it’s become to own a pet, people still want their furry family members to have the best care and conditions, which often starts with food. During the past few years, fresh, raw, or freeze-dried food have become more popular options, marketed as a healthier and more life-sustaining option for pets than traditional kibble. 

Is fresh pet food worth the cost?

While The Farmer’s Dog is one of the preeminent fresh pet food brands, often associated with its curated subscription boxes, Freshpet was actually launched about a decade earlier. Freshpet was founded in 2006 and became the first major player in the fresh dog food space, with millions of pet parents as customers, and is sold at major retailers like Walmart, Petco, and Petsmart.

The company focuses on producing pet food with premium, locally sourced, fresh ingredients that are gently steam cooked instead of baked at high temperatures, like traditional kibble. According to ConsumerAffairs, Freshpet can cost $3-$13 per day for one pet, depending on size, breed, and health needs. Traditional kibble can cost as little as $0.76 per day or as much as about $5 per day, again depending on the dog’s needs, according to Rover.

But as fresh dog food brands tout offering a “longer and healthier lifestyle,” Baty said, pet parents are more willing to spend more to keep their pets happy and healthy. And it’s not just high-income consumers who are willing to spend more. 

“We have a large amount of low income, middle income, and high income [customers],” Baty said. “And the reason goes back to the attitude. The core of it is the attitude you have towards your pet, which is you’re going to make sacrifices or choices.” Meghan Trainor also famously partnered with Freshpet upon the release of her “I’m a Dog Mom” music video, and released an accompanying apparel line.

Getty Images—Phillip Faraone

Baty also argues that feeding fresh food offers better long-term benefits, such as lower vet bills. She said pets who consume fresh food can face fewer health risks down the line, which means less spent on additional medical care.

To be sure, many veterinarians still recommend more traditional kibble brands, with Purina Pro Plan being a popular option. Those foods are still packed full of the nutrients and protein pets need to live a happy and healthy life, and it’s always important to discuss any nutrition plans with a trained veterinarian. Choosing the right pet food has been a long-contested debate in the veterinary world, and it’s often difficult to discern the right choice for your pet.

Some pet parents also opt for feeding fresh food as a “topper” or extra on top of traditional kibble, which can add more health benefits—and excitement around mealtime. 

“Even if you can’t afford to feed it every single meal or always on the main meal, we do have a really large number of consumers that start off mixing,” Baty said: 70% of their revenue comes from 2.2 million households, but there are 14.5 million households that buy Freshpet.

“It’s a place of not wanting to make ourselves inaccessible from either a price-point standpoint, whereby only very wealthy people can afford to pay the main meal fee,” she said. 

And Freshpet has big growth plans: Baty said they believe they can reach 33 million households and invest in new technology and roll out new flavors, textures, proteins, and more treats.

“The nice thing is, we’re only just getting started,” she said. “There’s so much opportunity for us. It’s just a question of what we do first.”

But when the holiday season rolls around, it’s the perfect time to play catch-up on their must-read roster and guilty pleasure TV shows. This year, chief executives are still finding time for play while staying current on their favorite career-related entertainment. 

Fortune got a sneak peek into what CEOs will be reading, watching, and listening to this holiday season:

Books

Elon Musk by Walter Isaacson
“I’ve been reading Elon Musk’s biography. It influenced how I think about being hands-on and staying close to the ground truth,” says Jonathan Siddharth, the CEO and founder of Turing.

All About Love: New Visions by Bell Hooks

“All About Love is resonating right now because it mirrors the season I’m in—prioritizing grounded relationships, honest self-reflection, and exploring what love looks like in all its forms: romantic, familial, and the love we give ourselves. A friend passed it along at the perfect moment, as I’m getting clearer about what I truly want for my future, and it’s hitting in a way I didn’t expect,” says Rachel Liverman, the CEO and founder of Glowbar.

Pachinko by Min Jin Lee

“I was drawn to Pachinko for a few reasons, starting with pure curiosity. I’ve been eager to continue expanding my understanding of Asian heritage and traditions through literature, and I’ve always appreciated how books like Pachinko offer a personal glimpse into experiences that shape cultural identity. I recently read Peony in Love and poured over every page, so I’m excited to immerse myself in another richly told narrative. 

Pachinko is also a New York Times bestseller and a National Book Award finalist, which is a testament to its cultural resonance. I’ve always believed that understanding diverse perspectives is vital for effective leadership, and stories like these remind me of the importance of listening, learning, and connecting with others,” says Sarah Chavarria, the CEO and president of Delta Dental.

Italian American Forever: Classic Recipes for Everything You Want to Eat by Alex Guarnaschelli

“I can’t wait to read it. We’re partnering to feature her signature dishes in our Hilton Garden Inn restaurants, which has been a lot of fun. As a fellow Italian American, I love to cook for my large family—I’m one of six siblings and my wife and I have six daughters—so I’m always on the hunt for new recipes that feed a crowd,” says Chris Nassetta, the CEO and president of Hilton.

Movies/TV shows

Her

“I recently brought up Her when discussing a future where people have agentic AI systems that can take action on their behalf and operate continuously in the background. I described a world where you might have a kind of digital surrogate; an agent that talks to other agents, helps with discovery, and does things for you beyond the limits of your own time and attention,” Siddharth says.

Landman

“Well, Landman is back, so I’m very happy with that. I love it. Great show, amazing characters and Texas-based. What else can you ask for?” says Alvaro Luque, the CEO and president of Avocados from Mexico.

Yellowstone

“I’m intentional about balancing motivation with mental downtime. I know we’re late to the party, but my husband and I are obsessed with catching up on Yellowstone now, and very into Landman and Chad Powers, as a way to fully unplug. 

We also recently watched Home Alone for the first time with our girls and loved seeing them laugh so hard!” says Loren Brill Castle, the CEO and founder of Sweet Loren’s.

Wicked: For Good

“I just saw the new Wicked movie with my family and we loved it,” says Seth Berkowitz, the CEO and founder of Insomnia Cookies.

Love Actually

“When it comes to entertainment, I love the classics, Love Actually is my must-watch. I watch it every year, put it on while I cook at home and really feel the holiday magic (though I always wish Emma Thompson’s character had a different experience),” Chavarria says.

Podcasts/YouTube series 

Earn Your Leisure hosted by Rashad Bilal and Troy Millings

“Earn Your Leisure has created an unmatched community where entrepreneurs at every stage can connect, learn, and grow together, ultimately providing free financial literacy to people of color worldwide while actively bridging the wealth gap for the African diaspora.

As a CEO who believes that ‘iron sharpens iron,’ I’m constantly inspired by the rising entrepreneurs on their platform and the powerful spaces they’ve built, from virtual forums to events like Invest Fest, where we can all collaborate and elevate each other,” says Derrick Hayes, the CEO and founder of Big Dave’s Cheesesteaks.

Smart Girl Dumb Questions hosted by Nayeema Raza

“She asks simple, honest questions to big (unpredictable) thinkers, and it always leaves me with a fresh/human perspective,” says Julia Hartz, the CEO and cofounder of Eventbrite.

The Diary of a CEO hosted by Steven Bartlett

“I, like so many people, am totally infatuated with [The] Diary of a CEO podcast. Steven Bartlett’s voice is like ASMR to me and I love the depth in which he goes with each guest. There’s no surface-level conversation,” Liverman says.

Behind the Money hosted by the Financial Times

“Since it’s based in London, it has a bit of distance from the U.S. news cycle, and I find the perspective super refreshing. They go deep on big, complex topics but still make them feel understandable, even if you’re not a finance person. It’s become my go-to lately,” says Ryan Lupberger, the CEO and founder of Clean Cult.

The Mel Robbins Podcast hosted by Mel Robbins

“I gravitate towards podcasts that help keep my mindset grounded and energized. The Mel Robbins Podcast and The Skinny Confidential offer practical perspectives and advice on confidence, personal growth and wellness that I apply both in leadership and everyday life,” Castle says.

Some CEOs, including Anthropic’s Dario Amodei and Ford’s Jim Farley, have even used their platforms to warn that AI and automation pose existential threats to many entry-level roles. 

But while there are signs that 2026 could bring further turbulence, not every executive message has been a bleak one. As AMD CEO Lisa Su put it: “Run towards the hardest problems—not walk, run—and that’s where you find the biggest opportunities, where you learn the most, where you set yourself apart, and most importantly, where you grow.”

For the millions of Gen Z NEETs and job huggers looking to land a new job—or promotion—in the New Year, the takeaway is clear: embrace challenges, stay curious, take ownership of your career, and remain adaptable—and you’ll be positioned to thrive even in an unpredictable job market.

Accenture CEO Julie Sweet: Curiosity is a leadership advantage

Julie Sweet never expected to become CEO of Accenture. She didn’t fit the traditional mold of the firm’s past leaders, many of whom came from conventional business backgrounds, spent their entire careers at the company, and were men.

Instead, Sweet told Fortune this year that embracing uncertainty, and saying yes when opportunities arise, helped propel her into the role—a lesson that Gen Z can learn from.

Even at the top, she said, leadership doesn’t mean having all the answers. Being curious and seeking help remains one of her self-described “superpowers.”

“I think the idea of being a deep learner at the top is really critical, and that is not usual in a lot of companies,” Sweet said.

That mindset began during her early years in the legal department, when she admits she wasn’t particularly tech savvy—and had to ask for guidance. But it’s a skill that ultimately helped her stick out from the pack and traverse up the corporate ladder.

“Transparency builds trust,” she added. “Because the more value you can contribute [to] your company, the more likely you’re going to get that best next job.”

Amazon CEO Andy Jassy: You don’t need to have it all figured out

In an era defined by constant change, trying to map out an entire career at a young age can feel overwhelming. But Amazon CEO Andy Jassy says that pressure is often self-inflicted—and unnecessary. 

“I have a 21-year-old son and a 24-year-old daughter, and one of the things I see with them and their peers is they all feel like they have to know what they want to do for their life at that age,” Jassy said on the podcast, How Leaders Lead with David Novak. “And I really don’t believe that’s true.”

Jassy’s own career is proof. Long before becoming CEO of one of the world’s most powerful companies, he experimented—trying his hand at sportscasting, product management, and entrepreneurship. He also worked at a retail golf store, coached high school soccer, and tried investment banking.

That exploration, he said, was essential.

“I tried a lot of things, and I think that early on, it’s just as important to learn what you don’t want to do as what you want to do, because it actually helps you figure out what you want to do.”

AMD CEO Lisa Su: Run toward the toughest challenges

For AMD CEO Lisa Su, uncertainty isn’t something to fear—it’s where growth happens.

Speaking to graduates at Rensselaer Polytechnic Institute, Su shared the best career advice she has ever received—and it’s something that may be more relevant than ever: don’t avoid challenges—tackle them head-on.

“Run towards the hardest problems—not walk, run—and that’s where you find the biggest opportunities, where you learn the most, where you set yourself apart, and most importantly, where you grow,” Su said.

Embracing difficulty, she added, only accelerates learning and impact: “When you choose the hardest challenges, you choose the fastest path to growth and the greatest chance to make a difference.”

Citi CEO Jane Fraser: Dream big and build resiliency

For Jane Fraser, the challenges facing young people are personal. Her two sons are only just beginning to build their careers in finance and tech—and she’s been candid with them about how unstable the future of work may be.

In an interview with T. Rowe Price, Fraser said she’s had to acknowledge that many of today’s jobs may not exist in their current form in just a few years. Thus, figuring out how to build resiliency and develop skillsets that will allow you to reinvent yourself several points in your career will be critical, she added.

And in an AI-driven world, she admitted knowing every answer matters less than developing sound judgement and human intuition.

“You don’t need to know the answer. You’re going to need judgment. You’re going to need a whole range of other things,” she said.

Her overarching advice for young people is simple: “Dream.”

“Don’t feel you’ve got to be pigeonholed into things because there’s so many pressures on the kids coming out of college.”

McDonald’s CEO Chris Kempczinski: Stand up for your own career

Chris Kempczinski may be responsible for Happy Meals and Ronald McDonald—but he recognizes that not all is fun and games when it comes to building a career. And in a recent Instagram post, the McDonald’s CEO shared the tough love advice some young people need to hear: the ball is in your corner—and the onus is on you to reach your career goals.

“Remember, nobody cares about your career as much as you do,” Kempczinski said. “You’ve got to own it, you’ve got to make things happen for yourself.”

At a time when many young workers are grasping at their networks for a leg up, the risks of falling behind are real: millions of young people are now classified as NEET—not in employment, education, or training. But Kempczinski leveled that there will always be career ups and downs, but no matter what, it’ll always be beneficial to be someone who keeps an open mind.

“ To be a yes person is way better than to be a no person,” he added to LinkedIn CEO’s Ryan Roslansky. “So as those career twists and turns happen, the more that you’re seen as someone who’s willing to say yes and to go do something, it just means you’re gonna get that next call.”

Nvidia CEO Jensen Huang: Explore the skilled trades

Jensen Huang has been one of the most closely watched executives of the year, largely because he leads the world’s most valuable company—and one at the center of the AI boom.

But the Nvidia CEO’s advice to young people isn’t that they need multiple degrees or to be a tech whiz. Instead, he’s been urging Gen Z to take a serious look at skilled trades—jobs that are both more AI-resistant and increasingly essential to tech’s growth.

“If you’re an electrician, you’re a plumber, a carpenter—we’re going to need hundreds of thousands of them to build all of these factories,” Huang told Channel 4 News in the U.K.

“The skilled craft segment of every economy is going to see a boom,” he added. “You’ve going to have to be doubling and doubling and doubling every single year.”

Walmart CEO Doug McMillon: Raise your hand

Doug McMillon announced his retirement this year as the head of the world’s largest retailer—and the top company on the Fortune 500 list.

And throughout his decades-long career at Walmart, he’s learned a thing or two about climbing the corporate ladder; after all, he entered the C-suite after a career that began with unloading trucks at a warehouse making just $6.50 an hour. But he couldn’t have gotten to the top without the help of others.

“Nothing happens through the work of just an individual,” McMillon told Stanford’s Graduate School of Business in May. “We all do this together.”

Another secret for his success, he has said, is his willingness to volunteer for tasks that others may snub their nose at.

“One of the reasons that I got the opportunities that I got was that I would raise my hand when my boss was out of town and he or she was visiting stores or something,” McMillon told Stratechery last year.

This also enabled him to get face time with more senior management, and show them he was ready for the next rung up the ladder—a lesson that Gen Zers of today can use to stand out in the competitive job market.

“I then put myself in an environment where I became a low-risk promotion because people had already seen me do the job,” McMillon said.