Not long ago, DINKs -- dual income, no kids -- were all the rage among marketers.
But get ready for the next big consumer demographic: working women who don't have kids, but who care about and buy things -- potentially lots of things -- for other people's children.
Melanie Notkin calls them PANKs -- professional aunt, no kids.
"People are just starting to realize how huge this segment is," says Notkin, founder of SavvyAuntie.com, which launched last month.
"We're talking about all the cool aunts, all the great-aunts, godmothers and women who have special children in their lives, but who may not be part of the Mommy Club."
Suddenly aunties -- both aunts by relation and aunts by choice -- are in.
Read the complete story at kansas.com