ACCORDING to a new survey, six in ten Brits have come up with a EUREKA moment whilst sat on the loo, with nearly half believing the lavatory is actually a more creative environment than the office.
One in five (19 per cent) polled said they’d come up with a brilliant work idea, 18 per cent claimed they’d made the decision to eat more healthily and 21 per cent even conjured up an excuse to wriggle out of something … all whilst sat on the porcelain.
A survey has revealed the majority of Brits feel they do their best thinking on the toiletCredit: Content Cover
Brits make all manner of decisions from choosing to have children to going on a dietCredit: Content Cover
More than a third (40 per cent) admitted to making a crucial life choice during a session in the bathroom – with 6 per cent realising they wanted children, 4 per cent deciding to propose to their partner and 9 per cent opting to get a dog.
The survey of 2,000 Brits, which was conducted by toilet roll brand Cushelle, delved into the toilet habits of the nation with three quarters (74 per cent) admitting they regularly escape to the bathroom for a bit of peace 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 demands and social expectations, so they often gravitate toward that are immersive, conversational or even a little provocative.”
The research also found the average Brit visits the toilet six times a day, spending just over five minutes per trip.
Over the course of a year, that’s seven full days on the toilet – a whole holiday, spent on the loo.
Around a third of Brits (30 per cent) like scrolling for , one in six (14 per cent) read newspapers or magazines, more than one in ten (12 per cent) read books and 7 per cent even take phone calls and FACETIMES whilst on the loo.
Brits admit making a total of nine trips to the loo a week purely to get away from it all.
Nearly a third of parents confess 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 duck out to avoid work colleagues.
Jo Hemmings added: “Modern life is overwhelmingly noisy – digitally, socially, 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.”
Regionally, was crowned Britain’s biggest bathroom city, with residents visiting the loo an average of 6.3 times a day.
Meanwhile, residents spend the longest per visit, clocking in at six minutes each time.
Martina Poulopati, Global Master Brand Director at Essity, commented: “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 channels.
The average Brit visits the bathroom six times a dayCredit: Content Cover
Eze Chidiebere Paul
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