A new survey contributed to by cognitive psychologist Scott Barry Kaufman, Ph.D., and commissioned by Hansgrohe, shows that 72% of people have experienced new ideas in the shower. In fact, 14% take showers for the sole purpose of generating creative thoughts and insights. 

Richard Grohe, deputy CEO of Hansgrohe SE, remarked: “As a pioneer in shower technology for over a century, we are firm believers in the power of the shower, including its beneficial effects on the mind. To gain more insight into the subject, we reached out to Dr. Kaufman, a highly regarded expert in the field of creativity. His survey suggests that the sensation of the water’s spray combined with the tranquility of the showering ritual may help free the brain and stimulate fresh thinking.”

Kaufman’s survey reinforces existing research on the importance of relaxation for creative thinking.

“The calm, solitary and nonjudgmental shower environment may afford creative thinking by allowing the mind to wander freely and may cause people to be more open to their inner stream of consciousness and daydreams,” he said.

Other discoveries from the survey include:

• People spend an average of 70 min. in the bathroom each day;

• Women spend longer in the bathroom with an average of 73.39 min. vs. men’s average of 67.08 min.; and

• Across all countries studied, more members of the younger age groups (18-24 and 25-34) showered specifically for new ideas, fresh thinking or problem solving.

The consumer survey interviewed 4,000 people aged 18 to 64 across eight different markets online (Brazil, China, France, Germany, South Africa, Spain, the United Kingdom and the United States). The survey was conducted by ICM Research (London).