PANKs in the Press

The Power of the PANKs

The Power of the PANKs

AMA_The Power of the PANKs

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An Overlooked Female Demographic: PANKs

Yahoo Small Business

On Mother’s Day, I thought it would be important to salute those amazing women who are influential in the lives of their nieces and nephews but have not given birth to a child.  I know lots of these important women who have been nicknamed PANKs, Professional Aunts No Kids.  They are actively involved in the lives of children around them.  In fact, one in five women is a PANK, or approximately 23 million Americans.  PANKs are roughly half of all the women who are not a mother or grandmother.  This group is actually growing as women are choosing to stay single or marry later.  Just think about this group – the size of a group almost as large as the Black/African American segment of US citizens…

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Sunday Mail: Made for Play

Sunday Mail_Australia_March 2013_crop

With time, money and energy to share, the PANK (professional aunt no kids) is stepping up for active duty on the family frontline, writes Mike Bruce

Posted in In the News |

The PANK market a promising one in multigenerational travel

Travel Weekly The PANK market a promising one in multigenerational travel

Posted in In the News |

NYTIMES TimesCast: Marketing to Aunts: A look at a potentially lucrative demographic: the PANK

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Marketing to Single Aunts: A look at a potentially lucrative demographic: the PANK, or Professional Aunt, No Kids.


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The Age: Sainted aunts a boon for advertisers

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Canada AM: Meet ‘professional aunts with no kids’

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Melanie Notkin of SavvyAuntie.com explains who exactly is a Savvy Auntie, and shows how these remarkable women help children throughout North America.

Canada AM: Meet Professional Aunts No Kids

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The Buying Power of Aunts; Melanie Notkin the Savvy Auntie

Global Toy News: The Buying Power of Aunts

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Toronto Star: PANK: Professional Aunt with No Kids spend big on nieces, nephews

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What Mattel, Royal Caribbean And MassMutual Know About Women Buyers That Might Surprise You

What Mattel, Royal Caribbean And MassMutual Know About Women Buyers That Might Surprise You

You may have someone in your life like my late Aunt Nancy. She married late in life and had no children of her own, but she loved her nieces and nephews as if they were her own kids. According to new research released today by Weber Shandwick, she would be among 23 million other PANKs (Professional Aunts No Kids) whose purchasing power for children’s gifts alone is over $9 billion. According to Leslie Gaines-Ross, Chief Reputation Strategist at Weber, PANKs are also important digital influencers for other categories, including travel, digital products, financial services and food & beverage. They are resourceful, digitally and financially savvy, and have large online communities. They spend more time on social media and less time watching television than women in general….

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The future of marketing is online. Advertisers and communicators don’t need to warm this segment up to digital media – PANKs are already comfortable in the digital space. -The Power of the PANK

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