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PROFESSIONAL AUNTS NO KIDS

PANKs

The emerging demographic of child-loving women who do not

have children of their own

WHO ARE PANKS?One-in-five adult female consumers is a PANK, having a special bond with a child in their life,by relation or by choice through friendship.

47.6%of women were childless in 2014, the highest number reported since 1976.

The average

PANK is age

36

23 million American’s are PANKs. That’s almost the entire population of Texas!

MEDIA

Clothing Digital Devices AppsTravel

What are PANKs talking about online?

Home Appliances Decor GroceriesVacation

PANKs tend to spend more time on social media than women in general.

PANKs consume more online media than the average woman does.

PANKs watchmuch less TV on TV sets.

WHAT ARE PANKS DOING?

PANKs enjoy introducing the children in their life to culture and history by taking them to Broadwaymusicals inNew York City.

Most PANKs love home decorating, home improvements, cooking,and entertaining more than the average woman.

PANKs also enjoy taking the kids to Universal Orlando’s Wizarding World of Harry Potter, Disney World and Disney Land.

76% of PANKs spend more than $500 per year on each child in their life.

Trending interestsfor PANKs

PANK TRENDS

74% Share information about large electronics such as TVs or home theater equipment.

79%Share informationabout smallhousholdappliances.

78%Share informationabout home goodssuch as furniture or decorating items.

PANKs are significantly more

likely than overall women to

enjoy social activities – hanging

out with friends, dating, using

social networks, volunteering,

and participating in sports.

PANKs Feel Underappreciated?

PSYCHOGRAPHICS

“We live in a ‘Mom-opic’

world with a myopic

view of womanhood as

motherhood. We live in a

society where the latest

celebrity birth is headline

news and marketers brand

moms as heroes.”

Non-moms spend almost twiceas much on beauty and hairproducts than moms do. 2x

40%57%

of PANKs are likely to be involved in charity and volunteer work.

Over a third of all non-moms are focused primarily on finding love.

1/3of all non-moms make their careers a top priority

51% of PANKs are looking for travel packages to travel with their nieces and nephews.

TRAVEL

57%of parents said that they want their child(rens)’s aunt or uncleto join their immediate familyon vacation.

Royal Caribbean International is working to accommodate the needs of PANKs.

One out of five

children said they

want their aunt

or uncle to join

them on their ideal

family vacation.

Intrepid travel has trips for families including any aunts, uncles or cousins who’d like to come along.

RETAIL

60% of PANKs would like educational material on toys, games and apps that help them know which are most appropriate/safe for children.

56% of PANKs would like a loyalty or rewards program geared towards them purchasing things for children.

15-20% of SparkBox’s customersare PANKs.

35%more is spent on groceries per person a month by childless women compared to mothers.

In Land’s End catalog, they published:

“Being an aunt means when we’re together there are no rules”

RULES

DEAR MARKETERS,

IF YOU WANT TO TARGET PANKS, HERE’S WHAT YOU NEED TO KNOW:

There are over 23 million PANKs, making it a demographic worth marketing to

Make them feel appreciated through incentives programs

Know that they love to travel

x1,000,000

Show them what they need to know when it comes to what’s good for kids

Since they don’t have kids, they can spend more money on day to day items

Social media sites they are using

SOURCESNotkin, Melanie. “The Most Underval-ued Women in America Are Childless Aunts.” New York Post. N.p., 24 July 2016. Web.

OP ED: The $9 Billion Market the Toy Industry is Missing. (2016, October 24).

Dual Income, No Kids, by choice. (2016, October 27).

An Overlooked Female Demographic: PANKs. (2016, October 24).

Move over, millennials, new breeds coming | INQUIRER.net. (2016, October 27).

20 Really Cool Things You Didn’t Know about Today’s Coolest Aunts - Expertise - SavvyAuntie.com. (2016, October 24).

PANK: Professional Aunt No Kids - About - SavvyAuntie.com. (2016, Octo-ber 24).

Travel trends: thanks to PANKs and peer-to-peer - BBC News. (2016, October 24).

“2014: The Year of the Traveling PANK? - Gadling,” 24 Oct. 2016.

“Travel Trends For 2014: PANKs, Mi-crostays And Asian Cruising,” 24 Oct. 2016.

“Are you a Pank – Professional, Aunt, No Kids? | Fashion | The Guardian,” 24 Oct. 2016.

“Life As a PANK (Professional Aunt, No Kids) – Living Like You – A multiple scle-

rosis website,” 24 Oct. 2016.

PANKs Executive Summary. (2016, Octo-ber 27)

The Power of PANKs. (2016, October 24).

Childless Women to Marketers: We Buy Things Too - The New York Times. (2016, October 24).

The Two Hottest Niche Markets You’ve Probably Never Heard of | OPEN Fo-rum. (2016, October 24).

Kids, Parents and Aunts Agree: Let’s Vacation Together! — HomeAway Blog. (2016, October 24).

Professional Aunt, No Kids, Likes To Trav-

el | Royal Caribbean Connect. (2016, October 24).

Kids, Parents and Aunts Agree: Let’s Vacation Together! — HomeAway Blog. (2016, October 24).

Family Holidays & Tours | Intrepid Travel US. (2016, October 24).

Kids, Parents and Aunts Agree: Let’s Vacation Together! — HomeAway Blog. (2016, October 24).

Aunts with no kids, or PANKs, latest tar-get for marketers - Business - CBC News. (2016, October 24).

Holiday advertisers targeting profession-al aunts | abc13.com. (2016, October 24)

CREDITSGroup Members:Gema GarciaLeslie CarolJared Lloyd

Fall Semester 2016ADES 202 Concept & Communication and GDES 239 Graphic Design IVivian Owen and Jeff Bleitz Instructors Ringling College of Art & Design