X

GENERATION PANK: A Report on the Social & Economic Influence of PANKs – Professional Aunts No Kids

A new study on the growing demographic cohort of PANKs, or Professional Aunts No Kids, reveals a sizable tribe of child-loving, affluent women without children of their own - by circumstance, choice or challenge.

Melanie Notkin, the founder of SAVVY AUNTIE - A Celebration of Modern Aunthood - uncovered and coined the term PANK in 2008. In 2018, she partnered with Michael De Cicco, a strategic market researcher for global iconic brands, to take a deeper look at PANKs to better understand the cohort – not only from a demographic standpoint (inclusive of relationship, fertility and children in their lives) but also their specific needs, behaviors, spend and preferences across a range of categories.

There are 18.4 million PANKs ages 20-50 in the United States - more than a quarter (28%) of all American women in that age group. Our survey found that overall, 4-in-5 PANKs are ages 33-52, and half are ages 38-47. This generation of PANKs wield enormous social and economic influence. And yet, while PANKs represent huge opportunity, this hidden demographic often remains overlooked, misunderstood and unappreciated by marketers and society-at-large.

In the first of a series of reports derived from selections of the survey, GENERATION PANK focuses on the strong bonds between Aunts by Relation and/or Aunts by Choice and the children in their life as well as the social and economic influence of PANKs at the holiday season and all year-round.

Download the Report here.

Contact

Connect with Melanie Notkin

Keep in touch

Contact Melanie Notkin or her representatives below:

For general press inquiries:
press@melanienotkin.com

Bulk or special co-branded copies of the book:
Info@MelanieNotkin.com

Speaking:
Info@MelanieNotkin.com

Literary Agent: Jennifer Joel, ICM Partners JJoel@icmpartners.com

Book to TV & Film Agent: Josie Freedman, ICM Partners JFreedman@icmpartners.com

Savvy Auntie Coolest Toy Award Seal usage rights: For all licensing and permission requests or for more information of the "Savvy Auntie Coolest Toy Awards" Seal - Wright’s Media is the only authorized company that we’ve partnered with for the Savvy Auntie Coolest Toy Awards program. Please contact Wright’s Media at
SavvyAuntie@Wrightsmedia.com

For licensing and permission requests or for more information for the Savvy Auntie®, PANK®, Otherhood®, Auntie's Day® brands and brand assets, please contact Stacey Reiner at Remarkable Brands:
stacey@remarkablebrandsinc.com