PR and advertising firms are adopting names such as “PANKs” and “mansumer” for consumer segments they want to highlight because of their increased decision-making and purchasing power in a changed economy.
Leslie Gaines-Ross, chief reputation strategist at Weber Shandwick, says a lot of marketers of household products seem to almost exclusively target moms, yet fail to speak to what she calls PANKs (Professional Aunts No Kids), a term to describe women who don't have children of their own but yet as ...