Our new report is about finding time for play in a fast-paced, bottom-line world.

Play is a vital human activity. But in today’s fast-paced, bottom-line world, adults are pushed to age out of play. We place a premium on productivity, sparing less and less time for pursuits that don’t have specific goals attached. The paradox is that to compete successfully, we need to embrace purposeless activity—which stimulates imagination and creativity, key ingredients for innovation. So increasingly, adults will seek to balance out their busy lives with more unstructured time and recreational pursuits.

In our July trend report, “Play As a Competitive Advantage,” we look at the importance of play and the impediments to it in today’s productivity-obsessed, always-on culture. We highlight how companies are injecting the idea of play into their business models, how marketers are promoting adult play in their messaging, and how people feel about the role of play in their lives. The report is the result of research conducted by JWTIntelligence throughout the year. Specifically for this report, we surveyed 503 Americans and 503 Britons aged 18-plus using SONAR™, JWT’s proprietary online tool, and interviewed several experts and influencers about the importance of play (full-length Q&As will be posted here in coming weeks).

Half of respondents to our survey said they don’t have time for play just for fun’s sake, while 9 in 10 agreed that “play should not only be a part of children’s lives but adults’ lives, too.” As the benefits of purposeless activity become better known, look for more people to start making the time for play, and more brands to start helping them do so.

To download the report, click here.