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Targeted Marketing: From DINKs to SCUMPs

Friends and family often refer to us as DINKs (dual income, no kids). When we get glossy junk mail with photos of a lavish sports...

BY Loni Stark — 04.19.2008

010Friends and family often refer to us as DINKs (dual income, no kids). When we get glossy junk mail with photos of a lavish sports car or that sailboat cruising in crystal blue waters, I wouldn’t be surprised if our names appeared on some marketing list entitled “DINKs”.

However, today as Clint and I were coming home from a trip to Home Depot in the continuing saga of my “Suburban Organic Vegetable Farm” project, we heard a new term on San Jose’s Mix 106.5:

SCUMPs (pronounced SCUM-PEES): Socially Conscious, Upwardly Mobile Persons

I wouldn’t want to get on a soap box and declare us to be completely socially conscious. However, Clint and I have been hit with the same “green plague” that has every grocery store touting “organic” and Home Depot aisles lined with Energy Star light bulbs.

Clint and I glanced down at our bag of Energy Star fluorescent light bulbs we got as an impulse purchase at Home Depot. They are now much improved from what I remembered them last. The bulbs turn on in a snap and give off a warm glow that mimics that of incandescents.

Have we transitioned from DINKs to SCUMPs? Pause. We noticed that we had forgotten to use our reuseable Trader Joe’s bags and instead, had our light bulbs in that familiar orange disposable bag. Sigh.

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Loni Stark

Loni Stark is an artist at Atelier Stark, psychology researcher, and technologist whose work explores the intersection of identity, creativity, and technology. Through StarkMind, she investigates human-AI collaboration and the emerging dynamics of agentic systems, research that informs both her academic work and creative practice. A self-professed foodie and adventure travel enthusiast, she collaborates on visual storytelling projects with Clinton Stark for Stark Insider. Her insights are shaped by her role at Adobe, influencing her explorations into the human-tech relationship. It's been said her laugh can still be heard from San Jose up to the Golden Gate Bridge—unless sushi, her culinary Kryptonite, has momentarily silenced her.

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