NEW YORK: Marketers are beginning to reach out to a new segment of female buyers dubbed PANKs who don't have their own children, but have children in their lives, according to a study.
PANKs, or Professional Aunts No Kids, are women who don't have kids of their own but have bonds with children, according to Savvy Auntie founder Melanie Notkin, who discovered and named the segment. The 23 million PANKS in the US, who are all very digitally-connected, may include aunts, godmothers, cousins, neighbors, or family friends.
The digital influencer survey, issued by Weber Shandwick in conjunction with KRC Research and Savvy Auntie, involved 2,000 women in North America.
Annual spending from PANKs on children is about $9 billion, according to the study.