DINKWAD. Aka dual income, no kids, with a dog.
It describes couples who both work, don’t have children, and have a dog they treat like their actual child. We wanted to know what that actually looks like day-to-day, not the TikTok version, the real one.
Ahead of International Dog Day 2026, we surveyed 250 UK DINKWADs and asked them to be honest about it. Here’s what we found.
Do DINKWADs really consider their dog their kid?
Would a DINKWAD choose their dog over a friend?
How much does a dog actually influence a DINKWAD’s life decisions?
DINKWADs don’t just love their dogs, their dogs are quietly running the show:
- 44% have planned a holiday entirely around their dog
- 32% have chosen a car based on how well the dog fits in it
- 27% picked a house based on the garden or space for the dog
- 24% picked where they live based on nearby parks and walks
- 8% turned down a job because it doesn’t fit their DINKWAD lifestyle
Only 19% said their dog has never influenced a big decision. Everyone else has rearranged at least one part of their life around a dog.
Where does a DINKWAD’s disposable income go?
No school fees, no childcare, no nursery costs. Naturally, we assumed most of that spare cash went straight to the dog. It doesn’t, not entirely. Holidays and lifestyle came out top at 52%, with everyday spending close behind at 51%. Spending directly on the dog- premium food, insurance, vet bills- came in at 35%.
So the dog’s well looked after. It’s just not hoovering up all the extra money… yet!
What’s the most over-the-top thing DINKWADs do for their dog?
Taking time off work when the dog was unwell topped the list at 36%, ahead of throwing a birthday party (31%) and setting up savings for vet bills (25%).
One Pulser pushed back on the framing entirely: “But it’s not over the top! It’s sensible.” Which might be the single most DINKWAD sentence ever written. We’re here for it.
So, is the DINKWAD trend real?
2 in 3 DINKWADs say their home life revolves a lot, or almost entirely, around their dog. When you add in the money, holidays, sick days, and the fact that most call their dog their kid, the answer is pretty clear.
DINKWAD isn’t a passing trend. It’s a way of life, with its own spending habits, its own priorities, and very firm opinions about who gets rescued first in an emergency. We can’t be the only ones who suspected as much. If any of this sounds familiar, you probably already know exactly what you are.
Join the discussion!
Answer quick, curious questions about everyday life, like this one, and top up the dog’s treat fund along the way.
P.S. Non-DINKWADs are very welcome too.
