The “TÍAS PANK”: New Market Niche to Be Exploited in Mexico
Mexico remains above the average in the ranking of countries with the highest birth rate.
Surely you are not familiar with the term, but in other parts of the world they have already penetrated as a new market segment.
According to the latest National Occupation and Employment Survey published by the National Institute for Women, three quarters (73.3 percent) of the 48 million women aged 15 and over have been mothers, that is, 35.2 million.
...As a result of this sociological and demographic phenomenon, the Canadian writer Melanie Notkin, specialized in marketing, decides to coin the term "Generation PANK" (Professional Aunt No Kids or professional aunt without children) to refer to all women who, for different reasons, They decide not to have children and feel satisfaction for the relationship they have with their nephews or the children of their friends.
The challenge for Melanie was not only to understand this new segment from a demographic point of view, but also to investigate what their needs, behaviors, tastes and purchasing power are.
Together with the marketing strategist, Michael De Cicco, the author discovered that 28 percent of women in the United States belong to the niche "Tias Pank", that most of them are between 33 and 51 years old and have a great influence social and economic In addition, they estimate that annually these women spend on gifts for their nephews and nieces a total of 61 billion dollars.
To reach the "Tías Pank", Melanie created the Savvy Auntie platform in 2008, in which she shares information of interest for this population segment, including a catalog of products and lists with gift ideas, activities to enjoy with children, as well as readings and recommended books.