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iiII i � I for their programs and services. Having been in the work world leisure pursuits make them a nat- Why baby boomers? Why now? for up to 24 years,older baby boom- ural for recreation and leisure or- There are a number of reasons why ers are burning out, or at the very ganizations. recreators should focus their atten- least re-examining the role career Those leisure delivery systems tion on this group. By 1990, baby plays within their lives. Market re- that do not lump all people born I. boomers numbering some 76 mil- searcher Judith Langer has identi- between 1946 and 1964 into one lion, will constitute almost one- fled a new attitude among people in market will most successfully a new a • third of the nation's population. their 30s and 40s that she terms this group, whose highly ',I n This is the best educated generation "backing off workaholism." Pre- heterogenous nature defies x;11', to reach middle age in this country. viously ambitious employees no categorization.Two factors for mar- 111, Education relates to earning power longer satisfied with their work en- ket selection of baby boomers are !'''', and middle age relates to peak per- vironment are seeking other ways stage in the family lifecycle and psy- iods of earnings, putting baby to fulfill their needs.They are meet- chographics. 1 boomers in the enviable position of ing these needs through leisure controlling nearly half the nation's pursuits and other personal inter- tage in the family lifecycle is crit- I income. Experts predict that by ests.Avocation is replacing the im- �J ical when assessing target mar- 1995, 40 percent of baby boomers portance of vocation for many baby ket possibilities. Home and family I will have discretionary income in boomers. or lack of family or new families are excess of$10,000 per year to spend The life changes related to physi- another phase of midlife which on entertainment and recreation. cal concerns and personal develop- affects leisure interests and pat This makes them ideal consumers ment are also worth watching.Baby terns.The family stereotype of mom for recreation and leisure service boomers grew up in a time when and dad and the two kids doesn't 1 organizations. youthfulness was the driving force begin to do justice to the �11 111 l There is yet an additional factor of the society. Now that they are heterogenous makeup of the baby which makes the baby boom over 30,they are beginning to expe- boom generation.There are a num- generation special for recreation rience discouraging physical ber of sub-groups related to this " agencies.This is the first generation changes. Their bodies don't always area: singles,the"new but mature reared with regular exposure to and respond easily to certain com- parents,Jinks(double income cou- involvement in dance classes,music mands, and additional pounds and pies with no kids), and empty- lessons,camp,and organized youth thinning hair seem to have nesters. , sports.This generation expects posi- appeared overnight.Baby boomers Approximately ten to 12 percent tive and enjoyable outlets for their will not accept aging as a necessity, of the baby boom generation will leisure time. Although they have nor will they accept it graciously. never marry. Singles,whether nev- less leisure time than their parents They are already responsible for the er married or currently unattached, because of career and family re- upsurge in the markets for diet aids constitute a portion of this popula- 'j'1;; sponsibilities, baby boomers treat and exercise equipment, and have tion which bears looking at as a done incredible things to the statis- potential target market. Although 'c'I' leisure time as a necessity. A 1985 , article in Adweek reports that this tics on cosmetic surgery. they generally have less income generation of Americans has come The sudden realization of"Is that than couples,singles certainly have I' to see leisure as a birthright. This all there is?" will compel baby more discretionary time and more group takes its leisure time boomers to continue searching for need for socialization. Single par- seriously. self and for avenues of growth and ents are not included in this listing I, development.This search will con- of potential target markets because Mfiddle age makes a difference. tribute to increased participation in of the financial and time constraints People change their attitudes learning activities focusing and self-n rent imposed famuypon thiem by their cur- toward work and career.There are acquiring new changes in the makeup of the family. improvement,as well as drive baby Similar to the singles group in the There are also physical and emo- boomers to seek opportunities for amount of time and interest they tional changes that affect individuals new experiences. may have in recreation and leisure 1 as they approach, enter, and live Why baby boomers and why now? activities are the dinks(Double In- through middle age. Many of these The size of this group coupled with come,No Kids). These two-income il !, changes bode well for recreation the projected amounts of discre- couples with no children are a nat- and leisure. tionary incomes and penchant for ural target market for recreation 1 P&R/FEBRUARY 1988/39 I