I will work in teams to do an in-depth investigation of a demographic that is typically overlooked and underserved in today's current marketplace. I will transform my research into a data visualization presentation. Data visualization is the presentation of data in graphical or pictoral format. It enables decision makers to see analytics visually so they can grasp difficult concepts and identify new patterns.

1. PROFESSIONAL AUNTS NO KIDS
PANKs
The emerging demographic of
child-loving women who do not
have children of their own

2. WHO ARE PANKS?
One-in-five adult female consumers is a PANK,
having a special bond with a child in their life,
by relation or by choice through friendship.

3. 47.6%
of women were childless in 2014, the
highest number reported since 1976.

4. The
average
PANK
is age
36
23
million American’s
are PANKs. That’s
almost the entire
population
of Texas!

5. MEDIA
Clothing Digital Devices AppsTravel
What are PANKs
talking about online?

6. Home Appliances Decor GroceriesVacation

7. PANKs tend to
spend more time
on social media
than women in
general.
PANKs consume
more online
media than the
average woman
does.
PANKs watch
much less TV
on TV sets.

8. WHAT ARE PANKS
DOING?
PANKs enjoy introducing the
children in their life to culture
and history by taking them to
Broadwaymusicals in
New York City.
Most PANKs love
home decorating,home
improvements,cooking,
and entertaining more
than the average woman.

9. PANKs also enjoy taking
the kids to Universal
Orlando’s Wizarding
World of Harry Potter,
Disney World and
Disney Land.
76%
of PANKs spend more
than $500 per year on
each child in their life.

10. Trending
interests
for PANKs
PANK TRENDS
74%
Share information
about large
electronics such
as TVs or home
theater equipment.
79%
Share information
about small
houshold
appliances.
78%
Share information
about home goods
such as furniture
or decorating
items.

11. PANKs are significantly more
likely than overall women to
enjoy social activities – hanging
out with friends, dating, using
social networks, volunteering,
and participating in sports.

12. PANKs Feel
Underappreciated?
PSYCHOGRAPHICS
“We live in a ‘Mom-opic’
world with a myopic
view of womanhood as
motherhood. We live in a
society where the latest
celebrity birth is headline
news and marketersbrand
moms as heroes.”

13. Non-moms spend almost twice
as much on beauty and hair
products than moms do.
2x

14. 40%57%
of PANKsare
likely to be
involved in
charity and
volunteer work.
Over a third of
all non-moms
are focused
primarily on
finding love.
1/3
of all non-moms
make their careers
a top priority

15. 51%
of PANKs are looking
for travel packages
to travel with their
nieces and nephews.
TRAVEL
57%
of parents said that they want
their child(rens)’s aunt or uncle
to join their immediate family
on vacation.

16. Royal Caribbean
International
is working to
accommodate the
needs of PANKs.
One out of five
children said they
want their aunt
or uncle to join
them on their ideal
family vacation.
Intrepid travel
has trips for
families including
any aunts, uncles
or cousins who’d
like to come
along.

17. RETAIL
60%
of PANKs would like
educational material
on toys, games and
apps that help them
know which are most
appropriate/safe for
children.
56%
of PANKs would
like a loyalty or
rewards program
geared towards them
purchasing things for
children.

18. 15-20%
of SparkBox’s
customers
are PANKs.
35%
more is spent
on groceries
per person
a month by
childless women
compared to
mothers.

19. In Land’s End catalog, they published:
“Being an aunt means when we’re
together there are no rules”
RULES

20. DEAR MARKETERS,
IF YOU WANT TO TARGET PANKS,
HERE’S WHAT YOU NEED TO
KNOW:

21. There are over 23
million PANKs,
making it a
demographic worth
marketing to
Make them feel
appreciated
through
incentives
programs
Know that they
love to travel
x1,000,000

22. Show them what
they need to
know when it
comes to what’s
good for kids
Since they don’t
have kids, they can
spend more money
on day to day items
Social media
sites they are
using

23. SOURCES
Notkin, Melanie. “The Most Underval-
ued Women in America Are Childless
Aunts.” New York Post. N.p., 24 July
2016. Web.
OP ED: The $9 Billion Market the Toy
Industry is Missing. (2016, October 24).
Dual Income, No Kids, by choice. (2016,
October 27).
An Overlooked Female Demographic:
PANKs. (2016, October 24).
Move over, millennials, new breeds
coming | INQUIRER.net. (2016, October
27).
20 Really Cool Things You Didn’t Know
about Today’s Coolest Aunts - Expertise -
SavvyAuntie.com. (2016, October 24).
PANK: Professional Aunt No Kids -
About - SavvyAuntie.com. (2016, Octo-
ber 24).
Travel trends: thanks to PANKs and peer-
to-peer - BBC News. (2016, October 24).
“2014: The Year of the Traveling PANK?
- Gadling,” 24 Oct. 2016.
“Travel Trends For 2014: PANKs, Mi-
crostays And Asian Cruising,” 24 Oct.
2016.
“Are you a Pank – Professional, Aunt,
No Kids? | Fashion | The Guardian,” 24
Oct. 2016.
“Life As a PANK (Professional Aunt, No
Kids) – Living Like You – A multiple scle-
rosis website,” 24 Oct. 2016.
PANKs Executive Summary. (2016, Octo-
ber 27)
The Power of PANKs. (2016, October
24).
Childless Women to Marketers: We Buy
Things Too - The New York Times. (2016,
October 24).
The Two Hottest Niche Markets You’ve
Probably Never Heard of | OPEN Fo-
rum. (2016, October 24).
Kids, Parents and Aunts Agree: Let’s
Vacation Together! — HomeAway Blog.
(2016, October 24).
Professional Aunt, No Kids, Likes To Trav-
el | Royal Caribbean Connect. (2016,
October 24).
Kids, Parents and Aunts Agree: Let’s
Vacation Together! — HomeAway Blog.
(2016, October 24).
Family Holidays Tours | Intrepid Travel
US. (2016, October 24).
Kids, Parents and Aunts Agree: Let’s
Vacation Together! — HomeAway Blog.
(2016, October 24).
Aunts with no kids, or PANKs, latest tar-
get for marketers - Business - CBC News.
(2016, October 24).
Holiday advertisers targeting profession-
al aunts | abc13.com. (2016, October
24)

24. CREDITS
Group Members:
Gema Garcia
Leslie Carol
Jared Lloyd
Fall Semester 2016
ADES 202 Concept Communication and GDES 239
Graphic Design I
Vivian Owen and Jeff Bleitz Instructors
Ringling College of Art Design