'Cool Aunties' are on the Rise

‘Cool Aunties’ are on the rise

Recent article by Splash Marketing on the risig number of young women electing not to have children and how they are spoiling their nieces and nephews.










Cool Aunties, a powerful niche

Do demands of high-status professions explain childlessness among some women? Women in these high-pressure positions may find little time for having children or raising a family. The changing pattern seems that women of all occupations are increasingly remaining childless, or putting off having children at all.

The fertility rate in Australia is currently below the level required to replace the population. Research has shown that women with a tertiary education have lower fertility rates than women without a tertiary education. In 1986 27.6% of women were childless, by 2006 the figure rose to 40.1% in Australia. The figure today stands at 46%.

So if these women aren’t spending money on their own children, who are they spending it on? They are spending it on other children in their lives, or on themselves. This particular niche, let’s call them “Cool Aunties” are buying big for their nieces and nephews and these purchases are emotionally driven. Yet these cashed up women are being overlooked by marketers.

A recent survey found that women tend to spend far more on baby gifts for people close to them. They will also spend even greater amounts per person in group gifts than in a solo gift for nieces, nephews, cousins or friends whereas work colleagues were far more likely to spend less per person on group gifts. The survey found most popular baby gift items are clothing (82.9%), personalised baby items (46.6%), baby equipment (30%), luxury pampering items for parents (26.9%), books/CDs/DVDs (22.8%) and electronic items (12.5%). Nieces and nephews receive the highest proportion of personalised baby gifts (53.7%). An amazing 91.2% said they would buy something for their eldest niece or nephew when the next child is born as to not make them feel left out.

Start celebrating and recognising the unique and important role Aunties play in the lives of children they adore.  Nothing makes them happier then loving relationships, so your marketing efforts need to be targeted around this. Build relationships with this target market and they will become loyal advocates for your brand. The figures above speak for themselves, if you’re not targeting the “Cool Aunties” you’re missing out on a huge opportunity.