Download - Emerging Leisure Classes
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Emerging Leisure Classes
acting on the trends that matter
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RETHINK (West) Inc.
This mini-presentation
The two critical pre-conditions to leisure are discretionary timeand discretionary income note that the capacity to chose,
acquired through leisure education is the third
Socio-economic change over the past few decades hasaltered the mix of which population cohorts have both time andmoney, time but not money, money but not much time, neithertime nor money for leisure
The slides in this presentation present some basic informationand challenge organizations to review how they are positioned
against the leisure markets that have emerged
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Emerging Leisure Classes
0
20
40
60
80
100
120
140
1986 1992 1998 2005
h o u r s p e r w
e e
k
Leisure 1 Leisure 2 Leisure 3 Leisure 4
Leisure 1: entertainment, social activity, sports, hobbies, media, relaxation, gardening, pet care up 0.10Leisure 2: 1 plus personal care activities including sleep down 1.03Leisure 3: 2 plus child care up 0.07Leisure 4: complement of time spent on market and non-market work down 3.96
Source: McFarlance and Teds, University of Manitoba
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Clues from the US
Higher education levels more time during week, less on weekends/holidaysLower levels more time on weekends/holidays, less during week
White Hutchinson Leisure Learning Group
http://2.bp.blogspot.com/_Ltx4t3_fb6I/SsEqFFXupJI/AAAAAAAAAAs/l-hD9D43Zl0/s1600-h/US+Leisure+Time+by+ed.pnghttp://1.bp.blogspot.com/_Ltx4t3_fb6I/SsErGFvB8NI/AAAAAAAAAA0/_Q_fY0dghUg/s1600-h/US+Leisure+Time+by+ed+2.png -
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Leisure and total work time by age and gender
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S hifting Demographics
http://1.bp.blogspot.com/_Ltx4t3_fb6I/StTOb2w_1lI/AAAAAAAAACk/w7_dQy7J3JE/s1600-h/seniors+and+children.jpghttp://1.bp.blogspot.com/_Ltx4t3_fb6I/StTOb2w_1lI/AAAAAAAAACk/w7_dQy7J3JE/s1600-h/seniors+and+children.jpg -
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Canadian Household Spending Patterns
Office of Consumer Affairs Government of Canada
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Essential Preconditions to Leisure Time &/or Money
Available Discretionary Income
A v a
i l a b l e
D i s c r e
t i o n a r y
T i m e
Both time and money
Money but no time
Time but no money
Neither time nor money
Historic MarketScoutingYMCABoys and Girls Clubsfree public recreation
Current Public Sectormodest fee for service
demanding schedules oruse requirements to justify
membership
Current Private Sectorfee for service or membership
positioned for convenience
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Emerging Leisure Classes ready market
Available Discretionary Income
A v a
i l a b l e
D i s c r e
t i o n a r y
T i m e
DINKSbaby boomers
and gen X
DINKSbaby boomers
and gen X
BlessedOnes
Age 55-7015%
BlessedOnes
Age 55-7015%
GoldenOldies
young seniors10%
GoldenOldies
young seniors10%
Fastest growing market as baby boom ages.Canadians over the age of 55 represent 26% of thepopulation, have 60% of the discretionary spendingpower, and 78% of the personal wealth. Does yourorganization offer the quality and value they desire?
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Emerging Leisure Classes high demand, low/no profit
Available Discretionary Income A v a
i l a b l e
D i s c r e
t i o n a r y
T i m e
Unemployed/Underemployed
10 20%
Unemployed/Underemployed
10 20%
Single ParentFamily
Not working20%
Single ParentFamily
Not working20%
BabyBusters
(now 35-43)18%
BabyBusters
(now 35-43)18%
The most populated quadrant. Does yourorganization have an accessibility mandate?
AdultsLiving
Alone10.5%
AdultsLiving
Alone10.5%
Children Livingin Poverty
15%
Children Livingin Poverty
15%
First Nations4%
First Nations4%
Long TermUninsured Disability
Long TermUninsured Disability
Seniors onCPP/OAS
(only)
Seniors onCPP/OAS
(only)
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Emerging Leisure Classes challenge to reach
Available Discretionary Income
A v a
i l a b l e
D i s c r e
t i o n a r y
T i m e
ExecutivesExecutives
Can your organization be there when this markethas the time and energy? Weekly, scheduled programsnot possible
Teenagersover 50% nowhave part time
jobs
Teenagersover 50% nowhave part time
jobsWorking Moms80% with children
under 13 have FT jobs
Working Moms80% with children
under 13 have FT jobs
Self-Employed/Entrepreneur
Self-Employed/Entrepreneur
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Emerging Leisure Classes the disenfranchised
Available Discretionary Income
A v a
i l a b l e
D i s c r e
t i o n a r y
T i m e
TheWorking
Poor
TheWorking
Poor
Limited time/limited funds does your organizationhave any interest?
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Key Question Key Strategy
Question
Is your organization optimally positioned on the discretionary
time/discretionary income matrix?NO 1 2 3 4 5 YES
Strategy
Conduct an informal audit of current programs and services
to identify which population cohorts might not have accessdue to either time or financial constraints.
Clarify related policies and make service adjustments accordingly.
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www.foresight-trendscan.blogspot.com