The DINKS Are Taking Over

Demographers and data analysts alike have an acronym they use to describe married couples who are both working and don't have children. They are "DINKS" (Dual Income No Kids) professionals and their numbers are growing, according to the latest data. Fueling this rise are people who are either choosing not to have kids or having kids later in life. The latest stats show that DINKS account for more than 42% of all married couples, up by more than 10 percentage points from past generations.

As this trend continues (and people celebrate it), new markets will open up in nearly every sector to cater to a new generation of people who either choose to remain child-free or have kids later in life. Gender equality, parenting norms, couple communities, urban living, travel and holiday expectations and media consumption are all areas where this evolution of a new category of consumer is likely to shape new beliefs and priorities. Most businesses are nowhere near ready for the rise of the DINKS.