Joint Study Finds PANKs® – “Professional Aunts No Kids” –
Spend $9 Billion on Toys and Gifts for Children Annually
23 million untapped “Savvy Aunties” are primed to be engaged by brands
at the holiday gift-giving season and all year-round
– Savvy Auntie® and Weber Shandwick Research ‘The Power of the PANK’ –
NEW YORK, December 3, 2012 –A new joint national study released today by Savvy Auntie and Weber Shandwick with KRC Research reveals that PANKs – or Professional Aunts No Kids – are a sizeable segment of younger women with disposable income, dynamic influence, and a digitally-connected lifestyle, primed and ready to be engaged by brands. Yet, this powerful market remains virtually untapped…
“Where are the men?” my girlfriend clamored as our cocktails arrived. “Lately, the guys I’ve met are wishy-washy when it comes to planning the date. If we meet in my area of town, they ask me to pick the venue because they don’t know the area – like Yelp isn’t a thing. And when I offered the last guy restaurant suggestions, he asked what kind of food they serve. What kind of man asks a woman out and makes her not only plan the date, but make sure he’s comfortable with the cuisine, too?”
Melissa looked around the room, a New York City apartment filled with attractive 40-something singles gathered to celebrate yet another birthday. “Look at this,” she said pointing at the room with her eyes. “So many amazing men and women… How are we all still single? Maybe we’ll never be married. Maybe we won’t have kids.” She shrugged and nodded her head thoughtfully. “Will we still be here for each other when we’re old?”
If you’re like me, and always aspired and expected to be a mother, Mother’s Day, and the days that precede it, can be a heavy time. With continuous Mother’s Day promotions and news stories featuring moms of all ages, shapes and sizes (“It’s the hardest job in the world!”), the day can make us feel left out and less-than. For some, Mother’s Day is a harsh reminder that the dream of motherhood has not (yet) come true.
OK ladies, take a breath. You’re not the only ones hoping to have a baby or who have given birth to a second or even third child after your fortieth birthday. In fact, you’re part of a growing trend of women who do.
When a woman is over age 30, single and childless, people want to know why. Not just her doting parents, grandparents, aunts and uncles. Not just the college roommate whose bridal and baby showers she threw ten or fifteen years earlier. Not just her married mom friends chiding her to get on the bandwagon. Not just her co-workers. Not just the nosy neighbor down the street. Just about everyone is just dying to know: What is she waiting for?