Melanie Notkin, Founder
Savvy Auntie, First Online Community for Aunts, Launches
Site Targets PANKs (Professional Aunts, No Kids) - the Other 50% of American Women who are Not Moms.
NEW YORK—July 9, 2008—SavvyAuntie.com launches today in Beta form as the first online resource and community for Aunts. The site, which is free to join, is the only one to provide expertise designed specifically for Aunts, gifts for their nieces and nephews, activities and a community where Aunts can connect and share their experiences.
The launch of SavvyAuntie.com comes at a time when the traditional landscape of American women is shifting. “The image of ‘Woman’ as a mom with 2.1 kids is radically changing,” says founder and CEO Melanie Notkin. “It’s estimated that today, non-moms represent 50% of American women, and that number continues to grow.”
Regardless of why these women do not (yet) have kids, children are front-and-center in their lives: “People always tell mothers that having children will change their lives but nobody tells the Aunts that their lives will change too,” says one Savvy Auntie member. “I would do anything for my nieces and nephews. I love them more than I thought I could love anything or anyone.”
“At Savvy Auntie, we call this emerging demographic of American women: “PANKs - Professional Aunts, No Kids,” says Notkin. “PANK is the new pink; it’s the new, modern segment of women finally getting the attention it deserves through Savvy Auntie - the first online community for Aunts.”
PANKs are in the workforce and affluent, controlling or influencing 85% of their household purchasing decisions. While using their discretionary income to indulge their nieces, nephews, godchildren and friends’ kids with gifts and activities, Savvy Aunties also have more time and money than moms for leisure, travel, beauty, fashion, as well as new homes, home improvement, cars and consumer electronics.
Mary Lou Quinlan, CEO of Just Ask a Woman, a consultancy that advises Fortune 500 companies on marketing to women, says, “These professional aunts are loved by their lucky nieces and nephews, yet often overlooked by marketers. Many brands are so focused on moms that they are missing the economic clout of these generous aunts who love to indulge the kids they never had with the gifts and experiences that they can afford. Savvy Auntie is the first site we've seen that's recognizing this powerful segment.”
Dubbed a ‘parenting site for non-parents,’ SavvyAuntie.com provides numerous ways for Aunts to connect and become savvier about kids and what kids love, so they no longer have to rely on a mom or a parenting guide for advice. Through Expertise, Activities, Gifts and Community designed just for Aunts and their perspective, the site provides all the tools Aunts need to get savvier and share their savvy knowledge with other Savvy Aunties. About SavvyAuntie.com
SavvyAuntie.com is the first resource and online community for Aunts. With advice and expertise developed just for Aunts, along with activities and gift ideas for their nieces and nephews, Aunts can get what they need to live the Savvy Auntie lifestyle. Moreover, the Savvy Auntie Community enables Aunts to connect and share the best and most challenging parts of Aunt-hood with their Savvy Auntie friends. Dubbed “the first parenting site for non-parents,” SavvyAuntie.com empowers and engages aunts with whatever they need celebrate Aunt-hood. The site can currently be found at http://beta.savvyauntie.com
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Notes to editors: Melanie Notkin is available for interviews. At holiday time, SavvyAuntie.com will provide a list of the top 10 gifts for nieces and nephews.