Anyone who has seen the Mad Men series will know how products were sold in the past and what consumers were expected to be like. Brands talked to families – after all, that was what everyone aspired to. They all wanted to get married and have children and that was what society expected of them. It wasn’t the only thing that happened in the Mad Men era . It also happened before and it happened also after. free chinese phone number came in families and consumed as a family. Things began to change in the 80s and social changes also changed what consumers expected from their family life and what society forced them, so to speak, to do. Having children is no longer a social obligation but a personal decision that everyone can make. Consumers no longer necessarily aspire to start a family, and social changes have allowed the emergence of many new types of households (and families). More and more people live alone and more and more people who also live as a couple decide not to have children. And beyond what this may imply at the sociological level, these changes powerfully modify the role that brands have to fulfill and the market they are targeting. Those consumers who have chosen other ways of life that are not historically traditional are other types of consumers who must be addressed in a different way and from which companies can expect different things. There are the individual servings that are becoming easier to find in supermarkets or travel agencies that no longer necessarily sell vacation packages for couples, for example. It is in this new consumer landscape that those known as DINKS appear and they are one of the consumer groups that companies are most interested in courting. DINKS, acronym for the English phrase double-income no kids , are couples who have dual sources of income (both work) and who do not have children (which allows them to have a wider margin to make expenses).
The term appeared in the 80s, when the phenomenon began to be noticed as something that went beyond the exception among the ‘yuppies’ in the United States (those urban professionals who held executive positions and had high incomes) but its existence has been beyond the 80s. It remained in the 90s and was accentuated as the 21st century progressed. The economic crisis has caused many more citizens to postpone or eliminate the idea of having children from their life expectancy, which has created many more DINKS households and has pushed up this trend, making it a priority element for brands. In the Netherlands, according to some statistics, there are already 1 in 5 couples who decide not to have children, to put a close statistic.Even in countries in which it was more difficult to find this type of behavior in the 1980s and in which the appearance of the phenomenon was perhaps a little later, a high weight of DINKS can be Betting Email List among consumers. In Spain there are 4 million DINKS households, according to the 2014 Continuous Household Survey of the National Institute of Statistics, and, although there are some 17 million households in Spain, they do not seem many, the number has not stopped growing in the end times.The DINK consumerDINKS consumers have greater purchasing power than consumers from traditional families. It’s a logical question: by removing children from the equation, the percentage of the budget that can be spent on spending increases. The couple gets rid of the expenses of raising a child (very high) and can allocate more money to leisure, entertainment or the purchase of day-to-day products.DINK’s robot portrait is that of a couple between 25 and 40 years old, with a medium-high purchasing power and who can spend up to 72% of their salary to acquire products that are not basic necessities (this is, everything that does not have to do with food, such as clothing, footwear, shows, trips or restaurants), according to data from Casaktua on these consumers in Spain.These consumers not only have a different spending priority list than families with children, but they also display a different consumer personality. In a country where owning a house and getting into a mortgage seems the norm, DINKS prefer to live on rent and thus maintain their freedom when it comes to spending their money. As consumers, they are also impulsive in their purchases and are very interested in getting the latest generation gadgets (for example, the latest smartphone), with designer furniture or with products from the field of health, image and food.In some countries, such as the United States, DINKS have already reached retirement or early retirement age, which makes them even more attractive consumers, since not only do all these characteristics apply to them, but they also have much more time than other consumers to devote to consuming.A very attractive consumerFor brands, DINKS are very attractive consumers, since they are very interested in spending and have very few limitations to do so. Courting the DINKS is therefore a very good idea, especially given the fact that their interests run high when it comes to spending and they are willing to spend higher amounts than other consumers on the products they use. are made.In addition, everything seems to indicate that this type of behavior will not disappear in the coming years, but rather that it will increase and that more and more consumers will follow this path and present this type of consumption habits. Among millennials, for example, HENRYs have already been highlighted, people with high purchasing power (although not yet rich) who have a high interest in consuming.