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Searching for satisfaction.

onsumerism is the way of life in the 21 century. Everything is for sale, principally to those with the resources – which is where the profit lies. But it's a competitive market so people from all walks of life are being coerced to part with their discretionary dollars. Leisure is like most other aspects of life a commodity, a range of goods and services for sale so it is no surprise that economic viability attracts more attention than social capital. We live in a time when practices of the past count for little. Rational leisure is not so much old fashion but less relevant. This is particularly noticeable with the shift in society from being one mostly concerned for the public good to one of private enterprise. Profitability has become the guiding principle for much of what happens in our industry. Consumers are constantly negotiating a variety of tensions control and freedom, being done to and doing it by self, community or individuals, desire and consequence, immediacy and satisfaction. For better or worse, many of the social, environmental and personal benefits are easily over shadowed by the business jargon of economic rationality and sustainable practice. The bottom line is nothing is free, profit means survival. Although such a perspective might seem a little harsh, much of what happens in the modern leisure industry is about providing opportunities for the pleasure of others, us the consumers. We want to escape, socialise, fantasise, be creative, learn new skills, engage in some form of physical activity or interact with the environment. What's more, we want to do this our way but this comes at a price. It is not surprising the industry talks of customers, productivity, entrepreneurship, competition, sustainability, branding, efficiency and profit. We live in a time when leisure is primarily a business. As articles and advertisements in this magazine over the years show, we have advanced to become part of a highly competitive industry.