Professional aunts, no kids (PANKs) have economic power.
They’re the millions of women who are close with kids of relatives or friends, but are childless themselves.
They’re reported to spend as much as $9 billion per year on the kids in the United States and Canada, paying for everything from clothing to education and trips.
But some of them say they aren’t always appreciated for their worth.
Click here to listen to the CBC's Colleen Ross report on the economic phenomenon.