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NEW YORK The Knot Inc. has identified a demographic subset of women who are going through a series of intense, mega-life-changes in a compressed period of time — and as a result are spending as much on consumer goods as they’ve ever spent in their lives.
The digital media company, best known for its core wedding-centric site TheKnot.com, recently conducted a study in conjunction with global research firm OTX. The result was the classification of this marketing-friendly group dubbed “Nesties” — 25-to-32-year-old women who are getting engaged, planning weddings, shopping for houses and preparing to have kids — essentially planning for the next 20 years of their lives during a tight three- to four-year window.
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