DINKlife Launches as Premier Online Destination for a Growing Yet Underserved Demographic
New website provides social networking, job boards, proprietary content and more to serve Dual Income No Kids Couples (DINKs)
May 17, 2011—San Francisco, CA— DINKlife, a new website positioned to shape the lifestyle of a growing life-stage, launched in beta this month to spark a revolution for Dual Income No Kids couples (DINKs). Couples without kids are the second fastest growing life-stage demographic in the United States. They have the second largest discretionary income. And versus their demographic counterparts, DINKs are largely underserved – until now. DINKlife has given a face and a name to the unique lifestyle of DINKs, and provides them with the online destination to:
“Being DINKs ourselves, we realized first hand that here in the U.S., and globally, society had not yet created a space for our rapidly growing demographic. We launched the website to fulfill that need, which is just the beginning of our plans for the brand,” said Cory Jones CEO of DINKlife, who launched the lifestyle brand with his fiancé, Katelyn Watson, CMO of DINKlife, and Sam Robertstad, COO of DINKlife. “Within the next year we’ll be adding lots of additional functionality to the site, launching a DINKlife branded product line, as well as supporting local events and group vacations for DINKs so they can connect with like-minded people beyond just the website.”
Today’s modern day couples are waiting longer than ever to have children, focusing more time on personal growth, developing their relationships and enjoying unique life experiences. The U.S. Census reports that 70% of married couples in 1970 had a child in the first three years of marriage. Today, that number is just 30%. Additionally, a 2008 National Marriage Project study shows the percentage of adult women who never have children has doubled since 1980.
Clearly, DINKs are on the rise. Yet, the proliferation of products & services, literature, and life resources were built on the backs of the American gorillas: families, singles, children, and seniors. DINKlife.com not only presents a place for DINKs to connect with each other and enhance their lifestyles, but it also offers a unique arena for brands to connect with the coveted audience. DINKs have far more discretionary income than other demographics, which they like to spend on typically high-margin products and services like travelling, dining out, luxury cars, and the latest tech gadgets.
“Being a DINK is about more than having the financial freedom of two incomes and no kids – it’s a lifestyle choice,” said Watson. “DINKs are smart, adventurous and driven. By choosing to postpone family life or even forgo it entirely, they are free to pursue their full potential in their careers, in their relationships, and in their communities, all while enjoying the best of what the world has to offer. DINKlife.com is the place that celebrates that lifestyle.”
Press Contact: Melissa Antonelli PR@dinklife.com
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