What are PANKs? Childless women targeted by marketers
¿Qué son las pank? Las mujeres sin hijos que están en la mira de los expertos en marketing
by Viridiana Escotto
Translated from spanish by Google Translate
- In recent decades, a part of the female population who has decided not to have children has been increasing.
- Brands are opening up to new market segments such as Pank (Professional Aunt No Kids), a term coined in 2007 by Canadian marketing expert Melanie Notkin.
- The study “The Power of the PANK: Engaging New Digital Influencers”, by the communication agency Weber Shandwick, offers some important points about this segment that brands should take into account.
It is no secret that more and more women in the world are preferring to break with the mandate of motherhood as their only life project and are deciding not to have children.
According to data from the Inegi birth and fertility curve, in Mexico the birth rate has been decreasing in recent decades. In 2019, 2 million 92,214 births were recorded in the country, 28% less than in 1994, when 2 million 904,389 births were registered.
These data on the decrease in the birth rate in Mexico is a phenomenon that is occurring throughout the world.
But not only does the number of children you have decrease; There has also been an increase in women who decide not to have a single child. Inegi points out that only a third of women between the ages of 15 and 49 are not interested in having children.
It is in this context that brands are opening up to new market segments such as Pank (Professional Aunt No Kids or professional aunt without children), a term coined in 2007 by Canadian marketing expert Melanie Notkin, who began to give visibility to this "Pank generation".