The Couples Embracing the DINK Label
The ‘dual-income, no kids’ moniker is suddenly everywhere, and the lexicon has ballooned to include DINKWADs, SINKs and DINOs
The ‘dual-income, no kids’ moniker is suddenly everywhere, and the lexicon has ballooned to include DINKWADs, SINKs and DINOs
Natalie and Keldon Fischer have no debt other than the mortgage from their Seattle condo, where they live with their Pomeranian, Noble. They each have six-figure salaries and hefty savings accounts. Last year, they traveled nearly every other month, including to Italy, Mexico, Thailand and Finland.
“I really enjoy being a DINK,” says Keldon, a 30-year-old software engineer.
DINK, of course, stands for “dual income, no kids.” It isn’t new slang, but suddenly, vocal DINKs are everywhere as more couples like the Fischers not only embrace the label but boldly let their DINK flags fly.
“Being DINKs means we just have a lot of freedom, time and money,” says Natalie Fischer, 25, a full-time content creator. She’s open to having children, but is first focused on building a net worth of $1 million by age 30. “I know that once I have a kid I will have to assume a lot of the caregiving responsibility and work less.”
Videos touting the DINK lifestyle now rack up millions of views on TikTok and Instagram. Most feature married couples sending the message that they don’t have kids yet (so stop asking), possibly never will, and life is fantastic, thank you very much.
The lexicon has ballooned to include DINKWADs (DINKs with a dog), SINKs (single-income, no kids). Some DINKs prefer “DINO,” for dual-income, no offspring.
There is even DINKY—for dual income, no kids, yet.
The public pronouncements represent a shift, says Zachary P. Neal, a psychology professor at Michigan State University who studies child-free adults. Though not all DINKs are strictly child-free, as some may have kids later, he says there is overlap in the groups.
“It has been for a very long time a sort of stigmatised category,” says Neal. “There are all sorts of stereotypes—things like…they’re self-absorbed, they have no stake in the future, they’re too focused on their career.”
But these days, DINKs are leaning into the label, thanks in part to the snowball effect of social media, Neal says, where DINKs are finding safety in numbers. “As some people start to openly identify as child-free, it creates an environment more open and welcoming.”
In a 2021 Pew Research Center survey, 44% of non-parents ages 18 to 49 said they were not likely to have kids ever, up 7% since 2018. Reasons included economic obstacles, concerns about the state of the world and simply not wanting to. And many young adults who do want children are having them later in life than previous generations.
The recent vocal DINK-dom is also generating backlash.
On social media, parents argue they do much of what DINKs do, just with kids in tow. Internet commentators and comedians are using DINKs as material.
“Childless couples are even more annoying than the imaginary children they complain about not even having,” said Lewis Spears, an Australian comedian. “They don’t seem to do anything with their free time except make videos about how much free time they have.”
Brenton and Mirlanda Beaufils, both in their 30s, have been together for over a decade, and say that they’re often questioned about whether they plan to have children.
But they are not ready to give up the flexibility of the DINK lifestyle.
On a trip to Las Vegas, for instance, they partied poolside, dined at the renowned Nobu restaurant, visited casinos and totally lost track of time and went to bed after 5 a.m.
And when Brenton, who is 32 and works in property management, was offered a new job that started in two weeks in another city, the couple made the move—from Boston to Dallas—happen in one week.
“We go where the wind blows,” says Mirlanda, a 30-year-old real-estate agent. “We love that about our relationship.”
In Dallas, they’re closer to Mirlanda’s sisters, including Preciana Prinstil, 29, who often jokingly wonders when Mirlanda will give her children some cousins.
“I want her to feel the love of kids and how they bring joy,” says Prinstil. “Even though they can be a headache.”
Others in the couples’ orbit are also curious. Mirlanda, who wants to be a mom one day, but isn’t in a rush, has a stock retort. “I’m like, ‘Oh, you guys ready to babysit for us? If you can’t answer that question, then stop.’ ”
When Norelle Marquez was younger, she imagined having children at around age 24 or 25. But lately, the 26-year-old hasn’t seen them in her future.
Norelle, a professional photographer, and her husband Robert Marquez, a 28-year-old Marine Corps service member, have no debt, and stick to a firm budget for their Dallas household. “It’s fairly easy being DINKs,” says Robert.
Norelle appreciates that DINK life allows her to provide for family, including her mother, who raised her and her brother as a single parent. She has given her mother a new washer and dryer, house floors, an almost new Toyota RAV4 and more.
The couple posted a video on TikTok about the benefits and quirks of being DINKs, such as, “When we tell people we’re going to Disneyland on vacation, they think we’re weirdos.” It drew nearly 4,000 commenters, including some critics, but many declaring themselves DINKs.
“That TikTok has solidified my feelings about being a DINK and knowing that it’s OK,” says Norelle. “Family doesn’t have to be bloodline,” Robert adds.
Ultimately, whether to have children is a decision that can evolve, says Holly Hummer, a Harvard University Ph.D. candidate who studies women without children.
“We’re all sort of a SINK or a DINK for a portion of our lives,” she says.
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The pandemic-fuelled love affair with casual footwear is fading, with Bank of America warning the downturn shows no sign of easing.
The pandemic-fuelled love affair with casual footwear is fading, with Bank of America warning the downturn shows no sign of easing.
The boom in casual footware ushered in by the pandemic has ended, a potential problem for companies such as Adidas that benefited from the shift to less formal clothing, Bank of America says.
The casual footwear business has been on the ropes since mid-2023 as people began returning to office.
Analyst Thierry Cota wrote that while most downcycles have lasted one to two years over the past two decades or so, the current one is different.
It “shows no sign of abating” and there is “no turning point in sight,” he said.
Adidas and Nike alone account for almost 60% of revenue in the casual footwear industry, Cota estimated, so the sector’s slower growth could be especially painful for them as opposed to brands that have a stronger performance-shoe segment. Adidas may just have it worse than Nike.
Cota downgraded Adidas stock to Underperform from Buy on Tuesday and slashed his target for the stock price to €160 (about $187) from €213. He doesn’t have a rating for Nike stock.
Shares of Adidas listed on the German stock exchange fell 4.5% Tuesday to €162.25. Nike stock was down 1.2%.
Adidas didn’t immediately respond to a request for comment.
Cota sees trouble for Adidas both in the short and long term.
Adidas’ lifestyle segment, which includes the Gazelles and Sambas brands, has been one of the company’s fastest-growing business, but there are signs growth is waning.
Lifestyle sales increased at a 10% annual pace in Adidas’ third quarter, down from 13% in the second quarter.
The analyst now predicts Adidas’ organic sales will grow by a 5% annual rate starting in 2027, down from his prior forecast of 7.5%.
The slower revenue growth will likewise weigh on profitability, Cota said, predicting that margins on earnings before interest and taxes will decline back toward the company’s long-term average after several quarters of outperforming. That could result in a cut to earnings per share.
Adidas stock had a rough 2025. Shares shed 33% in the past 12 months, weighed down by investor concerns over how tariffs, slowing demand, and increased competition would affect revenue growth.
Nike stock fell 9% throughout the period, reflecting both the company’s struggles with demand and optimism over a turnaround plan CEO Elliott Hill rolled out in late 2024.
Investors’ confidence has faded following Nike’s December earnings report, which suggested that a sustained recovery is still several quarters away. Just how many remains anyone’s guess.
But if Adidas’ challenges continue, as Cota believes they will, it could open up some space for Nike to claw back any market share it lost to its rival.
Investors should keep in mind, however, that the field has grown increasingly crowded in the past five years. Upstarts such as On Holding and Hoka also present a formidable challenge to the sector’s legacy brands.
Shares of On and Deckers Outdoor , Hoka’s parent company, fell 11% and 48%, respectively, in 2025, but analysts are upbeat about both companies’ fundamentals as the new year begins.
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