TREND WATCH

Trendy New Year's Resolutions

BY ELLEN O'SULLIVAN, Ph.D., CLP

Your agency can resolve to better plan for the future by paying attention to demographic trends and signs that signal a shift in the "way the public makes decisions, spends money, spends leisure time, defines "family" and, yes, even how they buy shoes.

PEOPLE

You may want to rethink your definition of "family" based upon a new U.S. Census Bureau report citing differences between 1995 and 1970 as follows:

• 1/4 people live alone as compared to 1/6 single householders in 1970

• single households number approximately the same percentage as married couples with children

• 12.2 million families are now head by women with no husband present; 3.2 million are head by men with no wife present

• only one of every ten households has five or more people in 1995 as compared to one in every five in 1970

The number of workers 65 and older increased to 3.8 million between 1985 and 1995 which is a jump of 31%, double the increase in the overall work force —AARP

Women buy more athletic footwear (42% in 1995, compared to 33% men), while men spend more (44% of the dollars spent, compared to women spending 41%) —Athletic Footwear Association

PATTERNS & PREFERENCES

90% of children ages 9 to 13 play video games at home or at a friend's home, averaging 1.4 hours of play a day —Sports Illustrated for Kids

1/8 of all consumer spending (a total of $640 billion) went towards leisure time...movies, travel, eating out, gambling, golf, pets, hobbies, sports, exercise, etc. —Kiplinger Washington Letter

The 1996 holiday season saw changes in holiday spending patterns as people spent more on exponentially oriented gifts (i.e., weekend getaways, ski lessons, golf memberships, spa certificates) rather than more traditional things —Management Horizons

50% surveyed admitted to spending more time at home, citing family togetherness as a reason —Americas Research Group

When asked about priorities, 95% of men and women agree that "their health" is a priority —The Worth Report

EMERGING DIRECTIONS

Leisure spending is up 1/4 over three years with a projected increase of 5% in 1997 —Kiplinger Washington Letter

Fastest growing parts of the U.S. economy are gambling, prisons, and medical treatment, with casino gambling doubling between 1990 and 1994 —U.S. News and World Report

Travel and tourism industry is among the top three sources of jobs in 34 states —Travel and Tourism Government Affairs Council

Family life choices add up with divorce and related costs estimated at $20 billion annually and day care costs approximate $4 billion —U.S. News & World Report

Charitable contributions topped $144 billion last year with the YMCA and YWCA of the USA, Boy Scouts and Girl Scouts of America, ranking numbers 1, 7, 9 and 10 respectively on the top donor list —Nonprofit Times

SIGNS THAT SIGNAL A SHIFT A projection of changes in behavior and activity from now to the new millennium FROM this... TO that Socio'Demopaphic Shifts aging.......................... maturing baby boom................. baby boomlet living to work............. working to live bigger & better .......... less is more standard of living ....... quality of life Healths-Fitness treatment.................. prevention doctor care ................ self care exercise & fitness........ overall wellness looking good .............. living healthy years in your life......... life in your years Open Space and the Environment consumption.............. sustainability consequences.............. consciousness greening$$$$............ "greening" domination ................ stewardship rights...................... responsibilities Recreation & Leisure Shifts escape......................... enrichment disconnect.................. connect structured................... self-directed age/gender focused..... inter-mingled scheduled................... self-managed recreation activities..... leisure experiences New Year's Resolution: Review these shifts and create potential impacts for your agency operations.

ELLEN O'SULUVAN, Ph.D. CLP
is the president of Leisure lifestyle Consulting, specializing in support for the service industry in reaching and retaining customers through leisure experiences and lifestyle connections.

January/February 1997 /39