The most creative time of the day.

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.