Somebody's Knockin' on the Door...

Dear Readers,

The 2006 US Census Bureau Fertility Report, which studies the fertility rates of women ages 15-44, was published earlier this week. This is a big deal, because up until now, we've been working off of data from 2004.

The new 2006 data states that even fewer women are having children than in 2004. In fact, the big highlight of the report is shocking: "20 percent of women 40 to 44 were childless in 2006, twice as high as the level 30 years earlier." Wow.

The data from a similar study done in 2004 stated that 44.6% of women did not have kids. This 2006 study reports that 45.1% did not have children, up 0.5% over those two years.

Neither reports include data on women 'post' fertility who are less likely to ever have children - women 45 and over.

I don't want you to think that I am celebrating childlessness. Childlessness is often not a choice for most women (Although it is for some and for those women, it's the right choice). Personally, I would love to have children. I just haven't met the right guy to have them with me yet. (He's coming, I just know he is, but he's taking his sweet time!)

All I am saying is that the data is the data. The facts are the facts. Fewer women are having children. By choice. Not by choice. Some are childless. Some are childfree. Some are waiting. Some are undecided. Some are trying. Some are too young. Some feel too old. Some are too old. Some are gay and therefore I assume less likely to have their own kids. Whatever the case, in the end, 45.1% of women 15-44, don't have kids.

Here's the "women without children" data, broken down by age range:

15 to 19 years 93.3%
20 to 24 years 68.6%
25 to 29 years 45.6%
30 to 34 years 26.2%
35 to 39 years 18.9%
40 to 44 years 20.4%

Remove the teens from the equation, and 36% of women 20 - 44 don't have kids. Again, this data does not include women 45+. And I am reluctant to exclude the teens because teens have huge spending clout and are very likely to indulge their little nieces and nephews, their little cousins, and their friends' kids - and certainly themselves! And they are looking for ways to connect with the children in their lives, just like older women are. Just because they are less likely to have kids, doesn't mean they are less likely to be loving Savvy Aunties to a child in their life.

But back to the good people at the US Census who have helped us discover we're not alone....
In 2006, the Census Bureau knocked on doors and asked women up to the age of 44 if they have children. 45.1% responded no.

In 2008, I responded with SavvyAuntie.com to give this segment, which I have dubbed PANKs (Professional Aunts, No Kids), a community of our own. And our partners - like Hasbro, FAO Schwarz, Sephora and Ford have responded. And many, many more are knocking on my door. They are trying hard to tell you that they hear you. They see you. They understand that you are not only relevant, you are the unsung family hero.

Finally, Auntie, somebody's ringing the bell!

Do me a favor, open the door, and let 'im in?

XOXO,

Auntie Melanie


PS - Thanks to Sir Paul McCartney and his song, Let 'im in.

Show Me Your Pretty Face!

Dear Readers,

We launched our first contest last Monday, August 18th. It's called "Show Us Your Pretty Face" and it's sponsored by Sephora.

The objective of the contest is to encourage members to upload photos of themselves, or at least a unique avatar. I was tired of seeing the same Savvy Auntie default avatar and knew that it would be more challenging for Savvy Auntie members to engage with each other in the Community, if they didn't upload a photo. And Community engagement is so vital for success.

I asked Aaron Strout, the amazingly talented man on my Advisory Board who plays the role of advising me on Community Management. Aaron had the idea for a promotion, and I had the idea to contact Cathy over at Sephora for help.

Let me tell you a little bit about Cathy. First of all, she's adorable. And a Savvy Auntie herself! Cathy contacted me after reading about the launch of Savvy Auntie just hours after we went live! She 'gets it.' After a number of wonderful emails, and an even more wonderful phone call, Cathy confessed to having to 'run.' She was late delivering 40 pink cupcakes for her little niece's birthday. And might I add, this wasn't a blood relative... just one of her many nieces and nephews from her group of friends. Cathy is truly a Savvy Auntie!

I had the pleasure of meeting Cathy when I was in San Francisco for Blogher last month. She gave me a tour of the HQ office and introduced me to a number of other Savvy Aunties who happen to work there. We had a great meeting and I am hoping that we can partner on many more creative projects in the near future.

But "Show Us Your Pretty Face" is the first. And it's a whopper of an idea! In less than a couple of days, I already see the difference it is making!

So thanks, Cathy. Thanks, Sephora. And thanks to all the members uploading your photos and unique avatars to SavvyAuntie.com. By the way, you can find fun avatars at FaceYourManga.com. These DIY avatars are all the rage! And they are also great for creating images of your nieces and nephews for your profile page!

Well cheers to our first contest! Heh - I'm already a winner!

XOXO,
Auntie Melanie