DINKS and DIKS are emerging as an important LGBTQ demographic
For better or for worse, our community has lots of labels. For gay men, this is particularly true when you consider the cornucopia of names commonly assigned to guys who have certain physical characteristics.
Common examples include wolves, otters, bears and pups. We also have jocks, bulls, twinks and twunks. See this post for a comprehensive breakdown.
There are plenty of reasons these labels exist, including the very real need for a “secret language”; which was commonly used during the paleo-gay era (circa 1940’s – 1980’s) for safety reasons.
While it may be hard to imagine now, there really was a time when being “out” was extremely dangerous.
But beyond the practical reasons for “gay speak” – one of things that binds a culture together is its language. Can anyone really say our community doesn’t have its own way of speaking?
For example, if I were to tell you: “I met two otters who spent the entire time checking out the angel food in straight jackets”, would you know what I mean?
If you aren’t sure how to translate, visit this post for an encryption.
Back to the topic.
Given recent research from a U.S. Treasury Department on the financial status of same sex couples, we thought it might be helpful to talk about DINKS and DIKS.
Let’s start with DINKS.
What is a DINK?
A “Dink” is a Dual Income, No Kids couple. When used in general conversation, you might hear something like this:
“That DINK couple makes big money.”
What’s interesting here is that the etiology of DINK didn’t begin with the LGBTQ community. In fact, heterosexuals popularized the acronym back in the 1980’s, during the height of the “Yuppie” culture.
Not wanting to be left out, our tribe created the quasi-acronym “Guppie”, which is nothing more than a gay yuppie (gay urban professional).
We also absorbed DINK into our lexicon; with some even enhancing it by adding the word “Daddy” in front (aka: Daddy Dinks).
Gay DINKS and Corporate America
Corporate America all about DINKS– big time – particularly after marriage equality became the law of the land in 2015.
That’s because businesses realize that DINKS are one of the most lucrative groups to target for products and services.
Consider this article from Business Know How that specifically speaks about gay DINKS.
“The incredible “Dual Income, No Kids (DINK)” buying power of the gay and lesbian population is stirring things up in business these days. It is changing the fields of marketing and public relations, as well as economics.”
What’s considered “incredible” buying power?” How about nearly 1 trillion dollars!
That’s the combined total the LGBTQ community spends annually on goods and services, according to a recent report in Bloomberg News.
And DINKS have a lot to do with that jaw dropping number.
Going by the data, on average, gay DINKS have a pre-tax household income $176,000. They make $52,000 more than married lesbian couples and $63,000 more than married straight couples.
Grab your socks because if you think DINKS were highly sought after, then DIKS are the metaphorical jackpot!
What is a DIK?
DIK stands for Dual Income, Kids and is specific to gay men. And let me tell you, DIKS haul home the cash! According to the current research, gay married men with children earn an average of $275,000 per year (pre-tax).
That’s more than double the money heterosexual couples make. It’s also twice as much as lesbian duos earn who have children.
Why is this important to know?
Regardless if you like labels or not, you need to understand that corporate marketers use them – with a growing number of companies specifically targeting gay DINKS and DIKS.
In fact, they’ve got it down to a science!
The truth is – now everyone is “LGBT affirming”. Why? In large part because they see gay DINKS and DIKS as a demographic to be financially mined.
And so like it or not, once you officially couple up with another guy, you will be targeted as a DINK or DIK.
Assuming you are partnered, which are you?
By: John Hollywood
Photo Credit: Gay Cities