This is the ‘Dink’ generation: when having money and freedom matter more than having children

In China they are concerned because there is a demographic clockwork “bomb” that threatens the economic growth and stability of the Asian country. The law of having an only child, due to the demographic boom, which was applied in 1979 passed the bill. Currently, Chinese couples with two incomes are embracing the trend of not having children and prioritizing purchasing power and freedom. Something that is understood in the universe of the ‘Dink’ generation.

As defined by , the acronym DINK stands for “dual income, no kids.” It was first applied in the 1950s in Europe and the United States to describe a couple with two incomes who had no children.

It should be noted that ‘Dink’ couples are different from couples who are not closed to anything or the so-called ‘Dinky’ (Dual Income No Kids Yet; that is, double income without children yet).

The concept or trend ‘Dink’, is linked to those couples who have chosen not to have in order to focus on their careers, but seen from a “lifestyle” perspective, which is aimed at professional advancement and the search for money to live all kinds of experiences.

‘Dink’ style in the world

Forbes explains that in the United Kingdom it was revealed that more than half of the women in that country do not have children by the age of 30, so that late motherhood or the choice not to have children is becoming a trend.

The United States is another country that has reported a considerable increase in this profile of people who opt for this “lifestyle”. Data from the Census Bureau show that from 1976 to 2016 the number of adults living without children increased by 19%.

In Spain, meanwhile, with 2018 data from the report on the typology of families prepared by AIS Group, this type of family decreases every year. If in 2014 they represented 4.8% of all households in Spain, in 2017 they barely reached 4%, which represents some 765,500 families.

Customer “target couple”

This partner profile represents a target group for financial institutions and big brands. Having greater purchasing power, compared to couples who have children (who worry about housing, food and education), makes them “attractive” for mass consumption, investment, savings, and spending on goods. and services.