The Leisure Economy: How Changing Demographics, Economics, and Generational Attitudes will Reshape Our Lives and Our Industries.

Karen Danielson, Ph.D., is a research consultant at Laurentian
University who specializes in leisure, textiles, family life, and Japan.

Linda Nazareth forecasts a growing leisure economy due to retirement of the boomer population combined with a reduced focus on work among younger generations. If recession continues to push even more people out of their jobs it is very timely to consider her advice about investment, business plans, and lifestyle options.

Increasing leisure has been anticipated for decades as a result of improvements in productivity. Nazareth suggests that North Americans have been living with an aversion to leisure and proudly coping with a time crunch instead.

The leisure economy will affect all the generations. Nazareth explains how retirement will once again place the boomer population at the leading edge of society’s changing priorities. Among the employed, flexible schedules and the ability to work from home will contribute to this difference. Younger workers are likely to resist pressure from the workplace and may even opt out.

Skills for the leisure environment will be different from the work environment, so learning will be necessary. People will seek opportunities for meaningful volunteer work. Useful hobbies will help sustain quality of life for people with limited money. People with ample money and time will be attracted to establishments that take the time to make their visits worthwhile. Leaders are advised to rebrand their communities in ways that will attract involved taxpayers and volunteers. Increasingly active areas of the economy will include education, crafts, and cooking.

Nazareth predicts that free time will increasingly distinguish advantaged from disadvantaged people. Stay at home parenting may be the privilege of the advantaged. Envy of rich seniors may become an issue. Problems with addiction may increase especially among those who already are at risk. While recession may create a difficult market for labour in some areas, retirement may cause worker shortages in other areas.

Nazareth defines leisure to include activities that are not part of the labour market and do not involve an exchange for money. Her assessments bring to light the great potential for leisure priorities to impact the economic system. Investors, entrepreneurs, communities, and families will find new challenges and possibilities in this book.