It is official, the bathroom really is where the best of ideas arise.
Six in ten (60 per cent) Brits came up with a ‘Eureaka!’ moment while sat on the loo, according to a new study, with nearly half believing the loo beats an office in providing a needed creative environment.
From those polled, 19 per cent said they had come up with an astute work idea, 18 per cent claimed they decided to eat more healthily, while 21 per cent conjured up an excuse to not commit to a plan – all while sat on the loo.
More than a third (40 per cent) admitted to making a crucial life decision while in the confines of the four bathroom walls – with six per cent realising they wanted children, four per cent deciding to pop the question and nine per cent chose to get a dog.
The survey of 2,000 Brits, which was coordinated by toilet brand Cushelle, delved into the nation’s toilet habits with three quarters (74 per cent) confessing they regularly escape to the bathroom for a bit of piece and quiet.
Behavioural Psychologist Jo Hemmings, who was involved in the study, said: ‘The toilet is one of the few places where people feel briefly removed from the demands and social expectations, so they often gravitate toward books that are immersive, conversational or even a little provocative.’
The average Brit visits the toilet six times a day, research revealed, and spent more than five minutes per trip.
This racked up to seven full days on the toilet over the course of a year, or, a holiday spent on the loo.
Six in ten (60 per cent) Brits came up with a ‘Eureaka!’ moment while sat on the loo, according to a new study
Around a third of Brits (30 per cent) preferred to spend their time scrolling for news, one in six (14 per cent) read newspapers or magazines, more than one in ten (12 per cent) read books, while seven per cent received phone or video calls.
Those surveyed admitted making a total of nine trips to the loo a week as a form of escapism from everyday life.
Nearly a third of parents confessed they sometimes pretend they ‘need to go’ just to flee their children, while a quarter use the bathroom to escape their partner and 22 per cent ducked into the bathroom to avoid work colleagues.
Ms Hemmings added: ‘Modern life is overwhelmingly noisy – digitally, socially and emotionally. People are overstimulated and under-rested.
‘The bathroom, uniquely, is a space where boundaries are culturally respected. Behind a closed door, you have permission to pause. It’s no coincidence that people extend their bathroom visits – whether by desire or subconsciously. They’re not just relieving themselves; they’re taking a precious moment for emotional regulation.
‘Cushelle has tapped into a brilliant cultural insight. We are desperately seeking those lost few minutes of privacy, and the idea of a fully consumable, single-use, guilt-free distraction is a stroke of genius.’
Aberdeen in Scotland was crowned Britain’s biggest regional bathroom city, with residents visiting the loo an average of more than six times a day.
Meanwhile Cambridge residents spent the longest time in the loo per visit, clocking in at six minutes per visit.
More than a third (40 per cent) admitted to making a crucial life decision while in the confines of the four bathroom walls – with six per cent realising they wanted children, four per cent deciding to pop the question and nine per cent chose to get a dog
Martina Poulopati, who is the global master brand director at Essity, said: ‘Everyone deserves a few minutes of guilt-free softness in their day. If the bathroom is where Britain takes its “me time,” we want to make it even better.
‘Porcelain is playful, practical and perfectly embodies what it means to be selfishly soft. As a world-first in product sampling, it allows people to quite literally experience the softness of Cushelle in a way that’s never been done before – read, relax, wipe and flush, all in one go. We’ve definitely flushed out a winner.’
The findings come as Cushelle unveils Porcelain – a 30-page, limited-edition magazine printed entirely on toilet tissue using flush-friendly ink, meaning readers can read it, tear it, use it and flush it with each page designed to be flushed individually after use.
A limited number of copies are available through giveaways on the Loos of London, Wilfred Webster Official, Corys World and Lauren Raker Instagram channels.
