new psychographic subgroup of women: PANKs
In this era of the Mommy blogger, marketing to women is often confused as synonymous with marketing products and features 
for children. Obviously, family-friendly features are important to women, but you might be surprised at the sheer numbers of women who don’t have kids. This group is trending way upwards in attention from marketers, and like their sister subgroups Alpha Moms and Light Green women, has a catchy nickname bestowed by marketer Melanie Notkin: PANK – Professional Aunt with No Kids.
On her site, SavvyAuntie.com, Notkin provides the following data, which compels the conclusion that PANKs wield a weighty chunk of change in the American economy. In real estate, PANKS are part of the single woman demographic that buys 21 percent of all homes, but also a significant chunk of the married and unmarried couples demographics, too. The latest NAR Profile of Home Buyers and Sellers (available for free to Realtors online) revealed that a whopping 61 percent of homebuyers had no kids under 18 living at home!
For 2010, in addition to our marketing mantra Don’t Think Pink, we might have to add: Do Think PANK!
Women without children: 45%*
*This fertility data does not include women over 45 whose fertility is greatly diminished. We surmise therefore that the total number of women without children is well over 50%, and over 25% of the entire adult population.
Childlessness is a fast growing factor among American women:
2004: 45%
2003: 44%
2001: 43%
Women are getting married later, if ever:
Median age for marriage for a woman in 1980: 20.8
Median age for marriage for a woman in 2005: 25.8
Single Women, Never Married in 2006: 26%
Even marriage does not ensure a family:
Married couples without children in 2006: 43%
All above sources U.S. Census
From: SavvyAuntie.com
