Dual Income, No Kids (DINK)
Candlefocus EditorMore often than not, DINK households are typically comprised of one of four main categories of couples. These groups often become demographics that are convenient targets for marketing efforts of luxury items or financial products.
The first of these groups is newly formed couples, typically young and unmarried, who may have yet to consider having kids or just don’t have the financial means. This group is often young and striving, and looking to make the most of the dual income lifestyle.
Another group that falls into the DINK category is the sub-group of empty nesters, typically middle-aged couples. Empty nesters are couples whose children, for various reasons, no longer live in their parents’ household. This group, who likely is similar to the newly formed couples in regards to age, see a level of independence when their kids move out, allowing them to dip into their disposable income a potential to spend on luxurious items or investments.
A third group consists of gay married couples. This type of dual-earner family has been on an upswing in the United States since the legalization of same-sex marriage, with data from a 2019 Stanford report indicating that nearly 5 million American same-sex couples are now eligible for marriage rights. As many of these couples, who may have no plans for children in the future, look for wealth building investments or pieces of luxury furniture for their home, the DINK lifestyle specifically applies to them.
The final group of DINKS is the other miscellaneous group of couples, made up of individuals from many different backgrounds and situations. This group of DINKS includes unmarried couples, singles who live together, and couples who underwent a mutual decision to remain child-free.
The dual income no kids lifestyle is often attractive to many couples of all ages and backgrounds, leading to a rapidly growing household demographic. Now with the benefit of higher disposable incomes, DINKs often become attractive prospects to marketers of luxury items and financial professionals, looking to capitalize on the potential that their lifestyle offers.