Throughout their lives, in order to win their affection, I have resorted to a tactic that is typical of Panks, and the bane of so many mothers' lives: I have practised shameless one-upmanship.

Breaking acronym alert! The world’s sociologists have been at it again. All hail the pank, or ''professional aunt, no kids’’, a species defined by the spoiling, confidence-sharing and general nurturing of other people’s nippers.

At Savvy Auntie, we call this emerging demographic of American women: PANKs — Professional Aunts, No Kids," says Notkin. "PANK is the new pink; it’s the new, modern segment of women finally getting the attention it deserves through Savvy Auntie - the first online community for Aunts.