PANKs, or Professional Aunts No Kids, are women who have a special bond with a child who is not their own.  They could be aunts, godmothers, cousins, neighbors or moms’ friends.  What makes them a PANK is the strength of their relationship with a child.

Weber Shandwick partnered with Savvy Auntie and KRC Research to survey North American PANKs and confirmed that they are a highly appealing demographic for marketers because of their dynamic influence and digitally-connected lifestyle in the marketplace.

The Power Of The PANK: Engaging New Digital Influencers

Source: Weber Shandwick