GLOBAL TREND: Aunts “PANK”, a phenomenon that advances and wins the hearts of the youngest

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Aunts "PANK", a phenomenon that advances and wins the hearts of the youngest
The boring, serious and formal stereotypes remained in the memory. The new generations of nephews delight in the hand of aunts with wave, that "spoiled" between rides, toys and amusements

Gone are those aunts who barely visited their nephews once a month with a bag of goodies, which were only seen on a family birthday or were often of bad mood, without empathy with the youngest of the family. Nowadays, a growing number occupy leading roles in the lives of children, dealing with weekly routines and "spoiling" them with rides, great toys and even dream trips. So much so, that marketing experts are already a segment with weight-and-name-own, goal of promotions and offers linked to children's products: are the "aunts PANK" nickname canchero many proudly carry.

According to some authors, the term PANK ("Professional Aunt, No Kids", equivalent to "Professional Aunt without Children") was coined by Melanie Notkin, creator of the American website "Savvy Auntie". In terms of marketing, it describes women who are usually single and have similar incomes to married women, but lower expenses because they do not have children of their own; His maternal side is overturned, then, in nephews or children of friends.

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

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