JWT’s ‘Play’ report explores role of purposeless activity in a productivity-obsessed world

In its July trend report, JWT spotlights the increasing importance of play in today’s productivity-obsessed world.

“In an age when people feel they can’t spare time for pursuits that don’t have specific goals attached, there will be a growing realization that unstructured time begets more imagination, creativity and innovation–all competitive advantages,” says Ann Mack, director of trendspotting for JWT.    

This report examines the varied benefits of play and outlines the impediments to play in our always-on culture. It spotlights how companies are injecting the idea of play into their business models and how marketers are promoting adult play in their messaging. It also includes the results of a survey that explored how people feel about the role of play in their lives.

“Play As a Competitive Advantage” is the result of research conducted by JWTIntelligence throughout the year. Specifically for this report, JWTIntelligence surveyed 503 Americans and 503 Britons aged 18-plus using SONAR™, JWT’s proprietary online tool. We also interviewed experts and influencers about the importance of play.  

Half of respondents to JWT’s survey said they don’t have time for play just for fun’s sake. Says Mack: “Play is a vital human activity, but in these fast-paced times, adults are pushed to age out of it. The paradox is that purposeless activity can ultimately help us get ahead.”

Download the full report: PLAY.pdf