New research conducted by eco-friendly toilet paper company, Who Gives A Crap, has revealed that over a quarter of Brits (27 per cent) have gotten a winning idea whilst in the bathroom - which comes as no surprise to Simon Griffiths, CEO and co-founder of Who Gives A Crap. 


“The pace of modern life can be exhausting and sometimes all we need is a room with a door where we can be at one with our thoughts to get those creative ideas flowing.

“I need no convincing that the bathroom is the place to go - the idea for Who Gives A Crap came from the W.C. after all,” he said. 

The research also found that more than half (53 per cent) said their lightbulb moment struck when they were, quite literally, sitting on the edge of their (toilet) seat.

And Lee Chambers, psychologist, wellbeing consultant, and founder of Essentialise, has explained why this is.  

“For many people, going to the toilet is something we take for granted and may potentially see as an inconvenience in our busy lives,” he said. “But what is abundantly clear from this research and the many anecdotes shared, is that the bathroom is a playground for ideas, creativity and innovative thinking alike.”

In fact, nearly a quarter of those surveyed (24 per cent) said the bathroom is their space of choice for moments of reflection and some welcome headspace.

He continued by saying, “We enter into solitude when we close the bathroom door - a rare occasion in our increasingly ever-connected and stimulating world - which allows us to unlock our creativity for the following reasons:

“1. Alone time allows our minds to wander and daydream, connecting insights and creating space for ideas to come together - this gives us a less tunnelled, wider view of the landscape where creativity can flow

“2. The lack of digital and electronic stimulation allows our brains to activate our default mode network - we become less alert and pressured, giving our minds freedom to explore different pathways and conjure ideas that fall outside our usual focused thinking

“3. Going to the bathroom cuts off all other decisions and gives us a moment where we are not having to make a range of choices - this spare capacity can foster innovation as our medial prefrontal cortex becomes active.”

So, make the bathroom your ‘think tank’, escape the rush of the world, close the door behind you, and let your ideas flow. Who knows what you could come up with! 

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