Family Doesn’t Always Mean Kids

Last weekend, Richard and Rita threw a celebration with balloons, cake and close friends.

It looked like any other birthday, except it was for their Golden Retriever.

Welcome to the world of DINKWADs: dual income, no kids, with a dog. The care once reserved for kids is shifting. And where it goes, spending follows across food, insurance, travel and experiences.

Here’s what marketers are missing: we still segment people by life stage, but spending is driven by who they care for.

Brands that win won’t ask if you have children. They’ll understand who you love and help you care for them.