Emerging Leisure Classes

Leisure classes are defined by three elements:

• the amount of discretionary time at their disposal
• the amount of discretionary income availble to be spent on leisure, and
• the capacity to choose (e.g. available opportunity, awareness).

The table below provides a high level overview of how today's population breaks down from a leisure perspective. The thinking behind the table challenges each organization to reflect on its target audiences and how it has positioned and marketed itself. Needless to say, one set of organizational policies (e.g. focus on revenue generation, focus on accessibility) is unlikely to appeal to the full range of leisure interests or markets; you are likely disenfranchising one or more of the classes described.

Leisure Class I: Those with both time and money	Leisure Class II: Those with time but not much money	Leisure Class III: Not much time, very little money
This market, very appealing to commercial suppliers and others with a revenue generation focus, will be primarily comprised of: the Golden Oldies - young seniors, relatively wealthy compared to previous senior generations, relatively fit and adventurous - approximately 10% of the population the Blessed Ones - currently aged 50-65, often with one or two pensions (and savings), relative lives of ease, reaping the benefits of the affluent decades, enjoying long 'earned' holidays, active and focused on enjuring the prime of their lives - almost 15% of the population the Dinks - double income/no kids - baby boomers with good jobs (aged 42 - 54) and Generation X (34-40 yrs) - requiring two incomes to keep up with their parnets - plateaued at work and searching for life balance - products of the fitness boom, the 'human potential movement' and driven by great expectations	A group that has been led to believe that public recreation and parks are meant to be accessible to all – but is often surprised to be excluded by increasing fees and charges: the ‘Baby Busters’ – aged 16-28 at present – well educated, underemployed, delaying household formation and marriage – in the process of designing new lifestyles that accept the new reality – approximately 18% of the population the Unemployed and Underemployed – often with limited education, technopeasants caught in a changing economy, at both ends of the age spectrum – unemployment periods lasting longer and affecting 10-20% of the adult working population the Single Parent Family – almost 20% of families with children are lone parent, the parent often not working due largely to family responsibility Adults Living Alone – economically disadvantaged (one income to cover overheads), but with fewer non-work obligations	Circumstances limit the discretionary time, and financial resources of many. Commercial suppliers will have little interest, but agencies concerned about accessibility, equity and inclusion will strive to find ways of providing quality experiences even though quantity/frequent participation is not really possible: the ‘Working Poor’ – usually couples with children earning just enough to stay above the poverty line, often forced to moonlight (two jobs) the ‘Working Mother’ – almost 80% of women with children under the age of 13 are working (68% full time), and still taking primary responsibility for child care and household responsibility the new Self-Employed Entrepreneur – up 105% in the last 20years to almost 10% of the workforce – extended work hours, investing now and looking for payoff and increased leisure down the road Teenagers – over 50% now have part-time jobs (up 73% from 1971), school pressures higher than ever