The most creative time of the day.

Summary/Overview.
From early risers to those who prefer to dive into a project after sunset, it’s a well-known fact that different creatives work best at different times of the day. So, it’s with this in mind that we’ve decided to reveal at what time people are most likely to have their eureka moment! We’ll also explore how long creative bursts typically last, and identify the main factors that feed creativity.
Key takeaways.
• 31% of the interviewees feel more productive during morning hours than later in the day, while 13% of interviewed creatives are openly night owls in regard to their work
• 55% of creatives interviewed believe working flexible hours ignites their creativity
• 47% of 18-24-year-olds said that positive recognition helps boost their creativity.
Based on a survey of 1,500 UK adults, we found that 31% of Brits are at their most creative in the morning, with 30% reporting that their creative bursts typically last between 30 minutes to an hour. When it comes to creativity boosters, 35% of men said that music and podcasts are key, while 41% of 25–34-year-olds mentioned practices such as meditation.
When asked about creativity at work, 55% of employees stated that flexible working is crucial, with 47% highlighting the importance of a quiet, relaxed environment too. Finally, 47% of 18–24-year-olds said that positive recognition helps inspire creativity.
Interested in finding out more? Below we’ll offer our full analysis of creative inspiration across the UK!
How long do creative bursts typically last?
21% of Brits say that their creative bursts usually last between 1-2 hours, with another 21% reporting bursts lasting between 30 minutes to an hour. Just 4% of our participants experience creative periods lasting more than three hours, and 8% have short-lived bursts, lasting less than 30 minutes.
But how does this vary by gender and age? Well, 13% of males experience longer creative spouts (lasting 2-3 hours) compared to just 8% of females. Although, when it comes to creative bursts lasting between 30 minutes to an hour, the split is more even (21% of females and 21% of males).
The 25-34 age group sees the highest percentage of participants (16%) with bursts lasting 2-3 hours, while only 6% of those 65+ experience such bursts. The 18-24 and 25-34 age groups also report the highest percentages of bursts lasting between 1-2 hours.
When are you most likely to feel creative?
Next, let’s dive into our insights on the time of day when Brits are at their most creative. 31% feel their creativity peak first thing in the morning, with a further 21% reporting that their creative bursts are unpredictable, arising when they least expect them.
19% are at their most creative in the afternoon, and 17% feel their creativity flourish in the evening. Finally, 13% are night owls, hitting peak creativity late at night, and a lucky 13% revealed that their creativity remains consistent throughout the day.
Among 18-24-year-olds, 27% feel their creativity peak in the evening, compared to just 15% of 45–54-year-olds. And for the 55-64 and 65+ age groups, creativity predominantly peaks in the morning (32% and 33%).
Thoughts also vary by location, for instance morning creativity is at its highest in cities such as Norwich (42%) and Sheffield (36%) and at its lowest in Manchester (26%) and Leeds (24%).
What can employers offer to make their staff more creative?
Finally, let’s explore how employers can help foster creativity in the workplace. Firstly, 83% of Brits in the marketing, advertising, and PR industry stress the importance of flexible working hours, whereas in law and healthcare, this falls to 54% and 51%. Only 7% of those in sales believe collaborative workspaces help spark creativity, compared to a whopping 47% in the arts and design industry.
Workshops and brainstorming sessions are key for those in the media and internet industry (52%), but less so for those in accounting, banking, and finance (17%). Finally, a common trend across most industries is the need for relaxed workspaces, so if you’re an employer hoping to boost employee creativity, this is certainly something to consider.
Top tips for staying creative throughout your working day.
It’s clear that creativity comes in bursts, often wavering throughout the day. So, if your creative spark is lacking, here are some ways to boost it:
1. Stay active.
With 32% of people mentioning that exercise, such as walking or running, helps inspire creativity, it’s certainly something to bear in mind if you’re looking for a boost. Whether you go on a short stroll with friends, or a solo lunchtime run, you’re bound to feel re-energised upon returning.
Additionally, 22% of Brits revealed that mindfulness helps spark creativity, so incorporating some gentler exercise like yoga (known to aid mindfulness) may also be beneficial.
If you’re feeling a slump in your creativity mid-afternoon, head outside for some fresh air and exercise, and you’re likely to return with a new perspective.
2. Find the right environment.
A whopping 47% of our participants mentioned that a quiet environment is key to fostering creativity, with 26% highlighting the importance of nature. Alternatively, 24% of people are at their most creative with background noise, so it’s clear that different environments work best for different people.
Start experimenting with different settings to see in which you feel the most productive. Perhaps work from a coffee shop one day, then enjoy the quiet of your own home the next. Finding the right environment is key when it comes to channelling creativity.
3. Collaborate with others.
With 23% of people favouring discussing their ideas with others, and 27% of employees highlighting their love of collaborative spaces, it’s clear that coming together is important for many creatives.
Perhaps you were full of inspiration in the morning, but it’s waning by the afternoon? If so, try reaching out to a friend or colleague for a chat about your project. Conversing can give you a fresh perspective, and you’ll be able to bounce ideas back and forth to get you back on track.
So, there we have it: our insights on the most creative time of the day as well as our tips on how to boost your creativity. From exercise to a change of scenery and collaborating with others, there are a variety of things you can do to get inspired!
Here at Adobe Express, we offer endless ways to get your creativity flowing again. From poster templates to advertisements and social media templates for Instagram stories, we’ll help your creativity shine.
And for even more insights, why not head over to the Adobe Express blog? There you can read about creating infographics as well as 21 creative things to do online for free.
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Methodology.
The ‘Most Creative Time of the Day Report’ is the result of a comprehensive national survey conducted by Adobe Express. The survey polled 1500 UK adults between 18.11.24 – 22.11.24. 52% female, 48% male. Industry Split: Accountancy, banking and finance: 6%, Business, consulting and management: 7%, Charity and voluntary work: 2%, Creative arts and design: 3%, Energy and utilities: 1%, Engineering and manufacturing: 5%, Environment and agriculture: 1%, Healthcare: 6%, Hospitality and events management: 2%, Information Technology: 7%, Law: 1%, Law enforcement and security: 1%, Leisure, sport and tourism: 2%, Marketing, advertising and PR: 2%, Media and internet: 1%, Property and construction: 3%, Public services and administration: 4%, Recruitment and HR: 1%, Retail: 6%, Sales: 2%, Science and pharmaceuticals: 1%, Social care: 1%, Teacher training and education: 6%, Transport and logistics: 3%.