Study Shows Londoners Are Most Creative Worldwide Due To Relaxing Morning Rituals

Study Shows Londoners Are Most Creative Worldwide Due To Relaxing Morning Rituals

IKEA's annual 'Life at Home' report has found that the leisurely habits of those in the UK capital boost their imaginative thinking.

Emma Hutchings
  • 30 june 2014

Although most people believe that having a lie-in has negative consequences (‘you snooze, you lose’), new research has found that snooze-loving Londoners are the most creative as a result of their lethargic morning habits. IKEA’s first annual ‘Life at Home‘ report asked 8,000 people in cities around the world questions about their daily routines. Residents of Berlin, London, Moscow, Mumbai, New York, Shanghai and Stockholm provided the Scandinavian furniture company with valuable and insightful data.

The report found that almost half (44%) of Londoners wake up later than the rest of the world. 27% of those surveyed said they press the snooze button on their alarm more than once, and six out of ten of them have breakfast at home. The average time spent from when they wake up to when they set out for work is almost an hour and a half. Less than half of those who live in the UK capital wake up before 7am, compared to 56% of Berliners and 61% of people living in Stockholm.


IKEA’s report is supported by a study published in the psychology journal ‘Thinking and Reasoning,’ which explained that imaginative thinking is boosted by leisurely morning habits. The neuroscientists found that a groggy mind produces unfocused and irrelevant thoughts that actually enhance problem solving capabilities and spur inspired connections. Gemma Arranz, Communication and Interior Design Manager for IKEA UK & Ireland said:

As Londoners we have woken up to the fact that having a lie in and ensuring we enjoy a good night’s sleep is essential in reaching our creative peak. Unique insights like this and regular visits into UK homes help us to develop and design solutions that make life at home just that little bit better.

As a result of this ‘Life at Home’ report, IKEA has taken the unique insights it found and is using them in order to develop a range of product solutions. The aim of these new products is to provide the ideal conditions to help Londoners and UK residents alike reach their creative potential.



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