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Twin-conomics: 10 (Times Two!) Stats About How Fertility Is Creating a New Market

Advertising Age,  Feb 2, 2011
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I used to think I was as average as could be. I was a white, middle-class, Midwestern, suburban male in a family with married parents and a sister. We didn't have a white picket fence, but we might as well have. I'm left-handed, so at least I was in one minority.

The demographics of the U.S. have changed a lot in my Gen-X lifetime, leaving me in fewer majorities. But nothing changed my own profile as much as this simple question:

"How do you feel about a big family?" asked the ultrasound technician.

Demographics drive spending.

My new demographic drives it in a minivan. To Costco.

If it seems like there are more twins than there used to be, it's because there are. Many, many, more. More parents are having babies later. Counter-intuitively, the odds of having multiples goes up as you get older. That's without fertility treatments, which can account for up to 40% of multiple births, according to the Center for Disease Control. That means 60% happen naturally. As an aside, it's kind of presumptuous to ask, and parents of multiples see right through the veil of, "Do twins run in your family?"

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