America’s new 1%: Free-spending DINKs shelling out for a luxury lifestyle of vacations and take-out
They have “the most spoiled dogs in the world.” They go on 10 vacations a year. They spend hours a day on their favorite hobbies.
They’re DINKs, dual income, no kids, and they’re the 5% of Americans who are living like the new 1%, according to a new Harris Poll survey.
“The data reveals DINKs aren’t just spending more – they’re spending differently, with an emphasis on experiences that enhance their partnerships and personal growth,” Libby Rodney, Chief Strategy Officer at The Harris Poll said in a statement alongside the new survey. “It’s a segment that’s redefined discretionary spending as an investment in life experience.”
@keslynhart in our duel income no kids era 💅✈️ #duelincomenokids #dinks ♬ original sound – keslyn hart
What’s a DINK? And why do they have so much money?
The term DINK, sometimes also referred to as double income, no kids, has been around for a while, first exploding in the yuppy days of yore (the 80s). But the term has resurfaced, going viral on TikTok in late 2023 as Millennial and Gen Z couples share that they’re putting off or entirely avoiding having kids, with the costs of child-rearing cited as a major factor.
The Harris Poll survey found that 61% of DINKs have a household income of over $100,000. The median net worth of a couple with no children was around $399,000 in 2022, over $100,000 more than it was in 2019 and around $150,000 more than couples with children.
While couples with children actually tend to make more money, they end up with a lower net worth because they’re faced with more debt than their childless counterparts, research shows.
Will DINKs ever have children? It depends on the couple
According to the survey, 65% of Gen Z and Millennial DINKs plan to have children eventually, with 37% aiming to within the next five years. In the meantime, they’re spending on luxury and premium experiences in dining, travel, and personal development products.
“The rise of DINKs isn’t a rejection of parenthood – it’s a generation’s response to economic trauma, turning financial security into the ultimate luxury,” Rodney said.
@erumyy enjoying our dink era while it lasts #dinks #nyc #richauntie #marriagehumor ♬ 6khhx_ sound – ☆
There’s even an acronym for these DINKs who plan to become parents: DINKY, or dual income, no kids yet. If you’re single, you’d be a SINK (single income, no kids) or a SINKY (single income, no kids yet.)
It’s unclear how many people are really using all these other acronyms. But the DINK hashtag on TikTok boasts tens of thousands of posts, with videos racking up tens of millions of views.
What are DINKs spending their money on? Luxury, travel, and personal growth
DINKs, whom the report calls the 5% that’s the new 1%, are reshaping consumer trends with their financial flexibility and high discretionary spending. On average, they spend four times more on dining each month than other Americans ($816 vs. $215) and allocate nearly double the typical budget for vacations, investing around $2,000 per trip.
Their child-free lifestyle fuels frequent travel and personal growth, with 88% directing their income toward enriching experiences and self-development, while 76% credit their child-free status for enabling these pursuits. This spending power positions DINKs as a key audience for luxury brands, financial services, and quality-of-life upgrades.
@littlemissremi And that’s on having DINKWAD pawrents in their 20’s 🤞🏼 #dualincomenokidswithadog #dog #puppy #dogsoftiktok #puppytiktok #dogperson #labsarethebest #baby #fyp #imfamous ♬ DJ Fat Dog _ I Never Lie x Hollaback Girl – Randy Rogers
For the record, many DINKs have expanded to call themselves DINKWADs, “dual income, no kids with a dog.” That sparked an entire viral trend of videos posted from dogs’ perspectives as the “spoiled” only child.
Spoiling beloved pets isn’t the only perk DINKs say comes with their lifestyle. DINK couples who Fortune spoke to previously said their choice was prompted by a range of reasons: pursuing passions, financial freedom, or a focus on their careers.
A report from Credit Karma earlier this year echoed the sentiment, finding a quarter of American women are delaying having children in order to focus on their careers, a figure that correlates to the number of women who earn more than their partners.
@investwithnat Life as DINKWADs (Dual Income No Kids With A Dog) 💕🐶 #DINKWAD #DINK #dinkwadsoftiktok #moneytok ♬ Cena Engraçada e Inusitada de 3 minutos – HarmonicoHCO
Why some people oppose the DINK lifestyle, including Elon Musk
Still, the DINK lifestyle isn’t without its critics.
Elon Musk, the CEO and founder of Tesla and SpaceX, recently warned society “will crumble” if younger generations don’t start having more kids. The billionaire, who is father to 12 children by three different women, also said last month that people “worry too much” and should “just have kids.”
“I think people worry too much about having kids, and it’s sometimes difficult to make ends meet and whatnot,” said Musk during a pro-Trump rally in October. “But honestly, there’s really no time like the present. Just have kids. You won’t be sorry. It’ll work out.”
Whether society will “crumble” remains to be seen, but reports do show a lower birth rate could impact overall GDP. The resulting drop in GDP from this aging population could be as much as 4%, James Pomeroy, HSBC’s global economist, previously told Business Insider.
Read more of Fortune’s coverage on DINK trends:
