Are marketers top daydreamers?

Think of a place I would go,
I’m daydreamin’,
Where the sycamore grow,
I’m daydreamin’,
And oh if you knew what it meant to me,
Where the air was so clear,
Oh if you knew what it meant to me,
Anywhere but here.

It’s the song by Dark Dark Dark called ‘Daydreaming’ (1972). Marketers are the biggest daydreamers there are. No more then nine out of ten marketers say they daydream, according to a report by Travelodge Marketers daydream seven times during their working day with each daydream lasting more than five minutes on average.

The top five daydreamers by profession:

  1. Marketing
  2. Bankers
  3. Lawyers
  4. Estate agents
  5. Civil servants


Over a third of marketers (36 per cent) admitted there had been occasions when they were engrossed in their daydream that they have completely said the wrong thing in a meeting. A further 15 per cent said they have made a mistake at work because they were so occupied by their daydream. A fifth stated they are regularly caught daydreaming by their colleagues on the job.


However, the research revealed many marketing professionals employ daydreaming each day to help them improve their performance and make them more motivated in the workplace. Some 32 per cent said daydreaming helps them work through and resolve problems, while 23 per cent reported daydreaming increased creativity.

Chris Idzikowski, sleep expert from Edinburgh Sleep Centre said: “This is a very interesting study, illustrating how daydreaming is a natural part of our cycle.”Dreaming during the night occurs on a 90 minute cycle and it is thought that daydreaming follows a similar pattern, however daily activities interrupt that. Dreaming in REM (Rapid Eye Movement) sleep helps improve our memory – perhaps we need the same downtime for daydreaming?”

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