emerging leisure classes

8/14/2019 Emerging Leisure Classes

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Emerging Leisure Classes

acting on the trends that matter


2/15

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


3/15

RETHINK (West) Inc.

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


4/15

RETHINK (West) Inc.

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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RETHINK (West) Inc.

Leisure and total work time by age and gender


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RETHINK (West) Inc.

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


7/15

RETHINK (West) Inc.

Canadian Household Spending Patterns

Office of Consumer Affairs Government of Canada
http://3.bp.blogspot.com/_Ltx4t3_fb6I/StYSbFnOS0I/AAAAAAAAAEE/QfQv65d2FaM/s1600-h/spending+growth+rates.gif


8/15


9/15

RETHINK (West) Inc.

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


10/15

RETHINK (West) Inc.

Emerging Leisure Classes ready market


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?


11/15

RETHINK (West) Inc.

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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RETHINK (West) Inc.

Emerging Leisure Classes challenge to reach


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


13/15

RETHINK (West) Inc.

Emerging Leisure Classes the disenfranchised


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?


14/15

RETHINK (West) Inc.

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.


15/15

RETHINK (West) Inc.

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