Across markets, traditional life milestones are being delayed—or consciously re-designed.
Responsibility and stability are being redefined.
Flexibility, companionship, and intentional living are taking precedence over convention.
DINKWAD households represent a growing segment whose values, spending patterns, and emotional priorities are reshaping the pet category. They influence how value is defined, what “premium" means, and where future demand will concentrate.
What may appear as individual choices are, collectively, driving a structural shift in consumer behaviour—one that requires deeper understanding, sharper segmentation, and more forward-looking insight frameworks.
We invite you to DINKWAD: Double Income. No Kids. With A Dog—a webinar designed to explore this segment through market research, cultural context, and real-world perspectives.
This is not about assumptions.
It’s about equipping insight teams to anticipate change—and guide growth conversations across the organisation.