Dually Employed Parents (DEWKs): Definition, Dynamics, and Insights
Dually employed parents (DEWKs) describe households where both partners work and raise children, balancing income and family responsibilities.
Adam Hayes, Ph.D., CFA, brings over 15 years of Wall Street experience as a derivatives trader. Beyond his trading expertise, he specializes in economics and behavioral finance. Adam earned his master's in economics from The New School for Social Research and a Ph.D. in sociology from the University of Wisconsin-Madison. He holds the CFA designation and FINRA Series 7, 55, and 63 licenses. Currently, he researches and teaches economic sociology and finance at Hebrew University in Jerusalem.
What Does Dually Employed Parents (DEWKs) Mean?
The term dually employed parents (DEWKs) refers to households where both partners earn an income while raising children. These families are prime audiences for marketing campaigns targeting children's products such as toys, apparel, breakfast foods, and other kid-related services.
DEWKs differ from dual-income households without children, often referred to as "DINKs" (Dual Income, No Kids).
Key Insights
- DEWKs describe families where both parents work full-time while caring for children.
- These households frequently evaluate the financial trade-offs between childcare expenses and earned income.
- Emerging trends like boomerang children and the sandwich generation add financial and caregiving challenges.
- DEWKs contrast with DINKs, couples who work but do not have children.
Exploring the DEWKs Household Model
DEWKs households combine two incomes with the responsibilities of raising children. While dual incomes increase overall earnings, families often face reduced disposable income due to child-related costs. Additionally, housing expenses tend to be higher as families require multiple bedrooms, bathrooms, and play areas compared to single-person households.
Working parents frequently incur significant childcare costs, including daycare, preschool, babysitting, and other services. These expenses can substantially reduce net income after taxes.
Parents in DEWKs families must balance the costs of outsourced childcare against the benefits of working, considering financial and personal factors such as job satisfaction, career goals, and family dynamics.
Marketers specifically target DEWKs households with products and services geared toward children, including clothing, toys, snacks, sporting equipment, and digital entertainment like video games and online platforms.
Variations Within DEWKs Households
Boomerang Children
"Boomerang children" describe adult offspring who return to or continue living with their parents after completing education and entering the workforce. This dynamic adds financial strain as parents manage their own expenses alongside supporting grown children.
These individuals are sometimes referred to as KIPPERS (Kids In Parents' Pockets Eroding Retirement Savings).
17.8%
Percentage of adults aged 25-34 living with their parents in 2019.
The Sandwich Generation
The sandwich generation refers to adults simultaneously caring for their aging parents and dependent children. This group faces unique financial and emotional pressures as they support both generations.
Longer life expectancies and delayed parenthood have contributed to the rise of this demographic.
Same-Sex Families
Same-sex married couples represent a growing segment within DEWKs. Due to persistent gender income disparities, male same-sex couples often have higher combined incomes than other dual-income families with children.
Though less likely to have children historically, increasing adoption and surrogacy rates are making same-sex families a more significant part of the DEWKs landscape.
Empty Nesters
Once children move out, couples may transition back into the DINK category, freeing up resources previously dedicated to child-rearing. This phase often prompts renewed focus on retirement savings and lifestyle choices like travel.
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