MarriageTweets

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. 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.  Knot CEO David Liu said that when TheKnot.com launched in 1999, the average age for a bride was 24. Today, it’s 27-plus. “When you get married at 24, you are not necessarily thinking about a baby. When you get married at 27, that biological clock is suddenly ticking. It’s causing some interesting overlap.” As a result of delayed marriage, many couples make big lifestage jumps in a non-traditional order, such as first buying a home, then starting a family, and then getting married. “There is this weird almost social shift where these lifestages are not as sequential as in the past,” said Liu. “It’s now one big soup.”