{
  "id": 11637189,
  "title": "Meet the DINKWADs, HENRYs and Elder Millennials Spending Their Own Way",
  "url": "https://urgent.news/2026/10/03/meet-the-dinkwads-henrys-and-elder-millennials-spending-their-own-way",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-10-03T08:00:29.000Z",
  "source": {
    "name": "PYMNTS",
    "slug": "pymnts",
    "url": "https://www.pymnts.com/news/retail/2026/meet-dinkwads-henrys-elder-millennials-spending-their-own-way/"
  },
  "original_language": "en",
  "account": "The modern economy boasts a diverse set of consumers, categorized by oddly named groups such as DINKWADs, HENRYs, and elder millennials. Although these labels may elicit chuckles, they reveal important insights about how different age groups spend their money.\n\nOlder millennials, defined by the Bank of America Institute as those born between 1978 and 1988, are notable for their spending patterns. Even though they earn more per customer than other generations, they have less leisure time, averaging just four hours and 15 minutes per day. This may drive them to invest in hobbies, with hobby spending increasing by 7.9% in August compared to the previous year. The bank's data suggests that even relatively affordable pastimes, like crafts, can become pricier, influencing consumer choices.\n\nMeanwhile, DINKWADs, or dual-income couples without children, represent another spending segment. A recent OnePulse survey of 250 DINKWADs in the UK found that 44% planned a holiday around their dog, and nearly a third chose a car based on its suitability for their canine companion. While these surveys focus on pet owners in the UK, the spending logic is applicable to pet owners in the US. The presence of a dog can impact vehicle selection, travel plans, and insurance policies, demonstrating how personal choices can have far-reaching financial implications.\n\nFinally, HENRYs, or high earners who \"aren't rich yet,\" present a third spending group. A Chubb survey of 1,000 self-identified HENRY collectors, aged between 20 and 45, found that 64% owned watches or jewelry, and 51% collected art or antiques. Many insured these collections, indicating a desire to protect their investments. While a high salary may fund such purchases, the act of insuring them suggests an additional layer of financial strategy.\n\nThe distinctions between these consumer groups are not merely academic. They reflect real financial decisions that can shape how individuals manage their money, plan for the future, and interact with financial services. As such, understanding these groups and their spending habits can provide valuable insights for businesses, insurers, and payment providers seeking to better serve their customers.",
  "summary": "The economy has a growing collection of oddly named consumers. One has two incomes, no children and a dog. Another earns plenty but has yet to build much wealth. A third is old enough to remember dial-up internet and young enough, apparently, to spend heavily on craft supplies. Meet the DINKWADs, HENRYs and elder millennials. […] The post Meet the DINKWADs, HENRYs and Elder Millennials Spending…",
  "key_points": [
    "Older millennials, born 1978-1988, spend less leisure time than other generations.",
    "DINKWADs (dual-income couples without children) plan holidays based on pet suitability.",
    "HENRYs (high earners not yet rich) often insure expensive personal collections."
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}