10 years of the B-A-T Leisure Research Institute.

The BAT Leisure Research Institute in Hamburg can look back on a decade of diverse research activities. Founded as a social commitment by BAT Cigarettenfabriken, the research institute has achieved an independent profile and a high level of recognition among experts and the public alike in ten years of objective and independent research work.

Choosing leisure as a field of activity was also an obvious choice at the time. After all, social values were changing in favour of leisure time, which had become a new personal and economic asset. Increasing leisure time is a challenge for every individual, but also for commercial enterprises. What will people do with the increase in leisure time, how do they really value and feel about the free time they have?

This question marked the birth of qualitative leisure research, a field that had been almost unoccupied until then. It was also a challenge for the BAT Leisure Research Institute, whose scientific director was Prof Dr Horst W. Opaschowski from the University of Hamburg.

The research projects of the last 10 years have focussed on the various social developments of the 1980s. These included 'psychosocial leisure problems in the family' or the study on singles 'Alone in leisure time'. The changes in retirement regulations were an opportunity to analyse leisure time in old age. The growing sensitisation to environmental issues led to the study 'Leisure and the environment'.

Following studies on the consumer frenzy and the fitness wave, the last of the nine fundamental research studies to date focussed on 'women's everyday leisure time'.

In addition, there were a number of project studies, which primarily explored the phenomenon of holidays and travel, as well as many short reports on current leisure topics. The scenario "Leisure after the year 2000", which aroused fascinating expectations for the future, met with particularly lively interest.

Communication plays a major role in the work of the BAT Institute. In addition to the series of publications on leisure research and project studies, the press service 'Freizeit aktuell' is published. Enquiries, statements and interviews ensure that the research results are publicised in a variety of ways. In addition, there is participation in events, congresses and conferences of various kinds. The BAT Institute has become a competent institution in leisure issues and a sought-after consultant.

The topic of leisure, which was already a very tempting object of research ten years ago, has gained even more interest than expected during this time. Accelerating changes in values, changing attitudes to life and general conditions such as shorter working hours and age structure on the one hand, and the emergence of an expansive leisure industry and mass tourism on the other, have led to an increased focus on leisure time. It has long been recognised that leisure time is not just about enjoying life. Many people go into their leisure time unprepared. Many find it more difficult to master leisure than work.

The BAT Leisure Research Institute sees it as an important task for the future to use qualitative research to impart more knowledge, to provide assistance where possible and to present the opportunities and downsides of leisure time. After all, now that working time is only 'half of life', leisure time has a growing future. Not least in economic terms: almost two months' income is spent on leisure activities every year; the leisure market is estimated to account for 15 per cent of gross national product.

(You will find the leisure report as an attachment in the download PDF.)