Do you know what a PANK is? It’s a Professional Aunt, No Kids. They don’t have to be an aunt literally, though. The term is used for women who have a special bond with a child that is not their own. This could mean being a godparent, cousin, friend or just a good neighbor. Because of their digitally connected lifestyle and dynamic influence, marketers are increasingly seeking out this key demographic, as this Weber Shandwick infographic proves.
It’s estimated that $9,000,000,000 will be spent by PANKs on children to assist their parents financially. Given that 1 in 5 women is believed to be a PANK, meaning 23 million total, it’s easy to understand how that spending estimate got so high. Per individual PANK, 76 percent reported spending more than $500 on a child that was not their own.
The average age of a PANK is 36. This means they are avid sharers of information, often turning to social media networks to post status updates and share what they love with their network of friends and acquaintances. This is a marketer’s dream. What’s also beneficial from a marketing perspective is the fact that more than a third of PANKs are employed full-time with an income of over $50,000. Also, being that 52 percent of them are single and have never been married, this gives them the financial and emotional ability to be important in a child’s life.
Check out the infographic below for more revelations on the power of the PANK.
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(Photo credit: Weber Shandwick)